07july2007saturday)

Eyes were on the clock at 07:12

Business:

1. People meter could revolutionise ad spend (GN-29, http://www.gulfnews.com/)

New System to guage what viewers are watching likely to be introduced soon.

For companies with hefty advertisng budgets, accurate statistics on our television habits make for essential viewing. In most mature and emerging markets, thousands of households are equipped with a people meter - an electronic device which contiuously monitor when the TV set is on or off, who is watching and what they are watching.... It means companies spending millions of dollors every year on TV adverts in the GCC are doing so without knowing whether their message is hitting their target consumrs and whether rates charged by TV corp are justified...

Currently TV viewership in the GCC is monitored by using and outdated "dipstick" method of calling random households and asking about the programmes theyhave watched. The system is unreliable as people may have forgotten or will lie about teir choice, says advertisers

Excerpts: The Neilson company which introduced People meter globally, does not run the system in GCC, prefering to focus on Asia and Western markets - Piyush Mathur (regional MD)

The Need of single accurate study... advertisers could soo se their wish come true, Members f the GCC advertisers association are stumping up 40% of $4 million need to rooll our a people meter system in 1000 homes in Saudi Arabia. TV networks and ad agencies are funding te remainder.. introducing in UAE, ater KSA...It would allow us to target the right customer or a particular product - Zijderveld(GCCAA)...The issue if lack of data has also affecte GCC companies which advertise in print media..hundreds of magazines saying they are umber one and have the highest distribution according to informations provided by x,y or z researc company...who do you trust?

$ 6.62b spent on advertisng in region- Research company Ipsos-Stat has estimated total ad apending to be $6.62 billion in the MENA last year. Uniliver is the GCC's biggest advertiser, spending up to $246 million on TV during 2006. In reality the igures are aound half as much. Advertisers usually buy space in bulk and receive major discounts on published rates.
Advertising:

1. Better Life-2nd Ad of the Campaign (GN Hpg-20)**

HD: You've just relocated here for a better life. Haven't you?

** The ad is looking better than that of the 1st ad. But the question tag in the Headline could have been avoided. Am I right?

2. Dubai Lifestyle City (GN Wrap)**

HD: (Cover)Haute couture. Haute cuisine. Haute living. A Haute Destination in Dubai

HD:(Inside) Haute living. In Dubai.

Copy: You settle for nothing but the best. You wear haute couture. You dine on haute cousine. Now, you have a lifestyle to match. Haute living. At Dubai Lifestyle City.

We give you more than just a home in Dubai Lifestyle City. WE give you a way of life that's unmatched. Live the haute life. It's the brand that the world's been waiting for.

Baseline: Haute Living.

** To be frank, I had searched the meaning of 'Haute' and could not find that. Hope I could come back here tomorrow with a clearer perception.

3. Emaar (Second ad of the campaign - GN Pg36-37)***
HD: 07/07/07 The day you find your dream home is meant to be memorable
Copy: 07/07/07, a date that is as unique as the many oppotunities it brings, like a chance to own the home of your dreams, Our seven exclusive locations at Downtown Burj Dubai range from the Old Town Arabian charm to glitzy urban towers. So make the best of our early move-in dates, attractive prices and finance options.
Day like these don't come often.
www-emar.com
*** A visual that gives a bird's eye view to your dreams, on a special occasion. Nice... in one word.