When the going gets tough – go digital

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MARCON 2009

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  • 1. When the going gets tough go digital!Dr. Irfan AhmadDirector Yahoo! Ad Sales Rep Middle East & Pakistan

2. 215,6764,798Rs.62.55Rs. 79 3. 3The best way tomake it through arecession is sex,guns, booze, andgambling.Wallstrip.com 4. 4Consumers arewatching theirwallets more closelyand it will take moreeffort to dispossessthem of their money.TRADITIONALSOLUTION: Cut theadvertising budget? 5. 5When times aregood what do you doto get consumers tospend?SOLUTION: Increasethe advertising budget. 6. 6When times are badwhat is the first toget the axe?SOLUTION: Cut theadvertising budget.Does this knee jerkreaction make sense? 7. 7 How is the slowdown affectingmy industry? What is my position in theindustry? What financial resources do Ihave to weather the storm?SOLUTION: Cut non-core activities,manage cash flow and improve yourposition by out-investing competitorsto gain market share. 8. 8 9. 9 10. 10 11. Radio took 37 years to build an11audience of 50 million listeners Television took about 15 yearsto reach 50 million viewers The Web took just over three yearsto attract its first 50 million usersCurrently the internet has about 1.3 billion usersworldwide 12. 12 8 million users inPakistan in 2009 0.2 million users inPakistan in 2000a growing medium that is set to grow evenbigger in the next few years 13. 13Which sites dopeople go to fromPakistan?the fastest growing medium 14. 144.5 million users in Pakistan 15. More than 4.5 million usersin Pakistan and over 500 millionworldwide.Yahoo! has more users than anynewspaper, magazine or websitein Pakistan.Over 1 million users fromPakistan are more than 30 yearsold.More than 1 million females visitYahoo! from PakistanMore than 3 million people agedunder 30 visit Yahoo! fromPakistan15 16. 16?? million users in Pakistan 17. 171.36 million users in Pakistan 18. 180.4 million users in Pakistan 19. 191.2 million users 20. 201.1 million users 21. 210.4 million users 22. 22 23. 23 24. 24 25. 25 26. 26 27. 27 28. 28 29. 29How is the online marketplaceaffected by the recession?So far, Alhamdolillah, it isbusiness as usual. 30. 30 October 6, 2014 31. 31 32. 32 33. 33 34. 34 35. 35 36. 36 37. 37 38. 38 39. 39 40. 40Total online advertising inPakistan in 2009 is expectedto cross $3.5 millionNew advertisersShift of budget away from TVand print 2008 saw the growth ofonline advertising inPakistan. The numberof clients and agenciesbooking onlinecampaigns hasmultiplied. The number of clients andagencies wanting to placeonline campaigns hasincreased as well. 41. 41 42. 42 43. 43 44. 44 45. 45 46. 46 47. 47 48. 48 49. 49Yahoo! Reports Fourth Quarter and FullYear 2008 Financial Results - Jan 27 09Revenues were $7,209 million for2008, a 3 percent increase comparedto $6,969 million for 2007. 50. 50 51. 51Dr. Irfan AhmadDirectorYahoo! Ad Sales Rep Middle East & PakistanBuilding 3 # 106 Dubai Internet City P.O. Box 500015 DubaiPhone: 9714-3910960 Fax: 9714-3910963 Mobile: 97150-5522310iahmad@yahoo-inc.com

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