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I am having a tough time figuring out what advertisers are comfortable paying for CPMs in the MENA? There is just not a lot of information. I am working on my business model, but need to use some realistic values. Any advice, pointers would be appreciated. |
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Here you go: http://mediame.com/media_rates?filter0=&filter1=Online This list is updated regularly - factor in agency commissions, etc... and you get a general idea of the CPMs in the region. Another good idea is to talk to the online media planners at the bigger agencies - most are very friendly and will share information on what their clients are willing to pay. |
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الأمر بسيط، يمكنك أن تلقي نظرة على أسعار الإعلانات للمواقع العربية الكبرى وسوف تحصل على رؤية تقريبية لما يدفعه المعلنون. تجد أدناه قائمة بأهم المواقع العربية وتكلفة الإعلان لديها. لكن بما أن أغلب هذه المواقع تتعامل مع وكالات إعلانية خارجية، كطرف ثالث يأخذ حصته من العائد، يمكنك تخفيظ الأسعار أدناه بحوالي 40% لتحصل على قيمة أكثر تقريبا.
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ArabianBusiness.com (AB) charges on average 422 AED CPM on most online medium (banner, skyscraper, square ads) as per this report. AB is a business service in my opinion, and probably charges 50% more than the market average - there are some firms above and many below this price point. With this, I think the average is 422 AED /1.5 = AED 282 = ~ 76$ CPM on average in the MENA region. Although this is a general number you're using, I would look a bit more closely at the industry to see more specific numbers, they do vary per industry. You could scale these based on market sizes in MENA to find the industries that have been most successful online. |
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In a nutshell: 7-25 USD on most sites in GCC (range depending on traffic, niche, audience, value of content). Lower price is social networks and user generated, higher end is big 'name' sites like Jazeera. North Africa is very different. Egypt has the same rates but in EGP not USD, so 1/5 the price. I.e. 7-25 Egyptian Pounds CPM The range is similar, and the types of sites and value corresponds. I don't have info for other North African. Levant is similar to GCC. |
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Salam Amir, I wanted to help you, but I myself don't have good estimates. However, you can follow this process to get close:
Also, look into what dominant Arabic Sites are asking for. You can visit Aljazeera's site, but I remember that they were more on the premium pricing side. Best luck ! |
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I consider that you know that CPM depends on click-through ratio and some other factors, anyhow I don't agree with Emad comparing the top market (USA) with one of the lowest ads market (MENA). My advice is to have a look at the popular Arabic sites and forums, their prices, their terms and other issues. I'm sure they have some experience in this field, so you won't reinvent the wheel, for example look at Swalif and d1g terms. Other point to consider, our market and people depend heavily on relationships and friendship, so you should be (or hire) a powerful man in this field. Best luck with this task, it's not easy at all, I've tried it before many times before. :| |
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I don't have any clear idea about this, but I can tell you my experience in this from a publisher point of view. And I can confidently guess that CPM values in MENA are at least 8 to 15 times less than of North America. During the last two years, i ran two websites with completely different niches and demographics: one is targeted for Arabia and the other for north America. And i used Google Adsense. There was a huge gap between eCPM values between the two. And i see eCPM is strongly tied to CPM. The value of CPM could vary dramatically depending on the niche, even in MENA, but it's more likely for MENA CPM to be lower than others. |
