UAE Business: Ad spend soars by 22% in Q4 in the Middle East: Emplifi – Gulf Digital News

UAE Business: Ad spend soars by 22% in Q4 in the Middle East: Emplifi – Gulf Digital News

Middle East ad spend was 22% higher in Q4 2021 than at any point over the past year, while a 25% increase was seen globally, according to Emplifi.

A healthy holiday season in the region led paid social to soar 26% year-on-year, and highlights how much more brands generally invest in it over the end-of-year period, said Emplifi, the leading unified customer experience platform, which has released the results of its comprehensive analysis of Q4 2021 social media data, offering key insights into paid and organic user engagement and post interaction on Instagram and Facebook, and social media customer care.

Brands seeking to benchmark their social media content’s level of engagement – as measured in likes, comments and shares – will be interested in Emplifi’s analysis across more than 7,000 brands worldwide. During the last quarter of 2021, Click-Thru-Rates (CTRs) held steady globally, but Cost-Per-Click (CPC) increased, meaning marketers had to pay more for that audience. In the Middle East, the highest CTR was seen on Facebook Instream Video (0.33%) followed by Facebook News Feed (0.19%). While the lowest CPC was Facebook Video Feeds ($0.08), Facebook News Feed ($0.16), and Instagram Stories ($0.68).

Organic social media in the