Unfortunately, no official media survey has been conducted in the local market, in order to weigh the viewers and readers habits and evaluate media penetration in different social categories.
In consideration of the above, our media selection and evaluation are based on:
- Our own knowledge of local media and local citizens buying habits andhistorical traditions/orientations.
- Our long experience in the local media scene and media vehicles.
- Our learning from earlier campaigns and feedback from our customers, influence of each medium on sales and market word of mouth.
- Any feedback from customers regarding sales changes against executed campaign.
- Surrounding markets surveys that are used as minor indications about the effectiveness of media vehicles.
Scheduling / Buying / Booking:
Our good connections with major media houses in Yemen provide our customers with best media services available, in addition to the best possible positioning of our ads. Moreover, Bin Humaid’s reputation and long-term coordination with media houses, as well as our business volume, enable us to obtain the best deals for our customers.
Evaluation: Bin Humaid’s qualified media staff works on evaluating, assessing and testing the effectiveness of our media plan selection in order to weigh the outcome delivered to a specific target audience with a certain allocated budget.
Monitoring: Unfortunately, there are no independent house TV and Press ad monitors available in the local market. Hence, we monitor our clients’ spots/ads, in order to secure a proper implementation, in terms of positioning and quality.
On the other hand, we provide our customers with details, regarding the new market development, such as:
- Volume of spending
- Spending according to media types
- Seasonality
- Advertising placement strategy and occurring changes
- Size of advertising
- Share of total spending
- Share of voice (TV)
