when the going gets tough – go digital

When the going gets tough – go digital!

Dr. Irfan AhmadDirector Yahoo! Ad Sales Rep Middle East & Pakistan

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15,676

4,798

Rs.62.55

Rs. 79

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The best way to make it through a recession is sex, guns, booze, and

gambling.

Wallstrip.com

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Consumers are watching their

wallets more closely and it will take more effort to dispossess them of their money.

TRADITIONAL SOLUTION: Cut the advertising budget?

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When times are good what do you do to get consumers to

spend?

SOLUTION: Increase the advertising budget.

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When times are bad what is the first to get

the axe?

SOLUTION: Cut the advertising budget.

Does this knee jerk reaction make sense?

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• How is the slowdown affecting my industry?

• What is my position in the industry?

• What financial resources do I have to weather the storm?

SOLUTION: Cut non-core activities, manage cash flow and improve your position by out-investing competitors

to gain market share.

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• Radio took 37 years to build an audience of 50 million listeners

• Television took about 15 years to reach 50 million viewers

• The Web took just over three years to attract its first 50 million users

Currently the internet has about 1.3 billion users worldwide

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• 8 million users in Pakistan in 2009

• 0.2 million users in Pakistan in 2000

a growing medium that is set to grow even bigger in the next few years

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Which sites do people go to from

Pakistan?

the fastest growing medium

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4.5 million users in Pakistan

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More than 4.5 million users in Pakistan and over 500 million worldwide.

Yahoo! has more users than any newspaper, magazine or website in Pakistan.

Over 1 million users from Pakistan are more than 30 years old.

More than 1 million females visit Yahoo! from Pakistan

More than 3 million people aged under 30 visit Yahoo! from Pakistan

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?? million users in Pakistan

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1.36 million users in Pakistan

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0.4 million users in Pakistan

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1.2 million users

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1.1 million users

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0.4 million users

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How is the online marketplace affected by the recession?

So far, Alhamdolillah, it is business as usual.

April 14, 202330

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Total online advertising in Pakistan in 2009 is expected to cross $3.5 million

•New advertisers•Shift of budget away from TV and print

• 2008 saw the growth of online advertising in Pakistan. The number of clients and agencies booking online campaigns has multiplied.

• The number of clients and agencies wanting to place online campaigns has increased as well.

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Revenues were $7,209 million for 2008, a 3 percent increase compared to $6,969 million for 2007.

Yahoo! Reports Fourth Quarter and Full Year 2008 Financial Results - Jan 27 ‘09

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Dr. Irfan AhmadDirector

Yahoo! Ad Sales Rep Middle East & PakistanBuilding 3 # 106 Dubai Internet City P.O. Box 500015 Dubai

Phone: 9714-3910960 Fax: 9714-3910963 Mobile: 97150-5522310iahmad@yahoo-inc.com