The Marketing News of the Week

- The operation "AXA Hearts in Action for a better Ramadan" is back for a new edition:

From the distribution of food baskets, to the allocation of donations, to the preparation of the Ftour once a week, civic actions are implemented for the benefit of the most vulnerable and in support of local associations, throughout the blessed month. Following the success of the first edition of the "AXA Hearts in Action for a better Ramadan" operation, a second edition is being launched this year. The 2021 edition was attended by nearly 60 volunteer employees and 450 people benefited from its actions. This year, AXA Services Maroc (the Rabat-based customer relations expertise centre of AXA France, AXA Assistance and Direct Assurance) is rallying its employees through its AXA Heartbeat association in order to run five actions that will help cultivate a spirit of sharing and solidarity among the most vulnerable. AXA Services Maroc is encouraging its employees to participate by making a financial donation or by volunteering. The first solidarity action, led by the Moroccan Association for Solidarity and Citizenship (AMSEC), will see the distribution of food baskets to the staff of service providers, notably security guards, maintenance workers and gardeners, in recognition of their valuable contribution to the company.

- Vivo Energy Morocco raises environmental awareness through its Mama Tabiaa program:

Vivo Energy Morocco, the company in charge of the distribution and marketing of Shell brand fuels and lubricants in Morocco, and Butagaz brand Liquefied Petroleum Gas, is launching Mama Tabiaa, its programme to raise awareness among the youth about the respect of the environment, on the occasion of the Earth Day. The goal of this programme, carried out in partnership with the Zakoura Foundation and supported by the Ministry of National Education, is to arouse interest and encourage pupils and their families to think about environmental issues. It reaches more than 357,000 children and their families, who are thus made aware of environmental issues. Vivo Energy Morocco's ambition is to increase the number of pupils reached to 500,000 this year through this programme. Since its launch in 2015 in public schools in Casablanca and in non-formal education schools of the Zakoura Foundation, the programme continues to spread and to be gradually extended to other Moroccan cities. The digitalisation of the programme was a new step in the implementation of environmental awareness. Mama Tabiaa Online has been extended to more than 2,300 primary schools, following a partnership agreement with the Ministry of Education. "The Mama Tabiaa initiative is gaining ground year after year. This is precisely the principle of a successful public-private partnership. The digitalisation of the Mama Tabiaa programme and the availability of the environmental education kit allow us to raise environmental awareness among a wide audience. The protection of the environment is above all a matter of educating future generations" declared Hind Mejjati Alami, Director of Communications of Vivo Energy Morocco.

- Ramadan advertising investment: 407 million dirhams in the first 10 days:

IMPERIUM has released the first key figures for advertising investment after the first ten days of the holy month of Ramadan, across all media: television, radio, billboards, press, cinema, and digital. These indicators give an overview of the year's trend. Traditionally, the month of Ramadan generates large audiences on the various media, which is correlated to a change in consumption habits, with a clear increase for goods, services and media. This Ramadan context consequently generates more or less notable peaks in advertising investments in Morocco. A slight increase in advertising investments The uptrend of the month of Ramadan 2022 in terms of advertising investments is confirmed in this first ten days of the month ( Ramadan 1 to 10, corresponding to the period from April 3 to 12, 2022). These amount, in gross, to more than 407 million dirhams, i.e. +9.1% compared to the previous year, which had been marked by a very strong increase (+45%), due to health restrictions (curfew at 9 p.m.) during the month of Ramadan 2021 and the strong drop in investments in 2020. Market shares: television still in the lead Television, billboards, digital and radio record a more or less strong increase, with television in the lead, absorbing 63.2% of the market share, with an evolution of +11.9%, i.e. 257 MDH. This is to be correlated with the strong rise in audience shares for the national channels during this month of Ramadan (70% of audience share for 2M and Al Aoula combined from the first day of Ramadan). Billboards recorded a significant increase by 12.5%, i.e. 18.2% of market share, for 74 million dirhams, followed by digital, which recorded an increase by 8.2%, for 5.4% of market share, i.e. 22 million dirhams. Finally, with 44 million dirhams invested, radio recorded an increase by 7.7%, i.e. 10.8% of market share.

- TikTok ad revenue to surpass Twitter and Snapchat combined:

Video-sharing application TikTok's ad revenue is expected to triple this year to more than $11 billion, surpassing the combined sales of rivals Twitter Inc and Snap Inc, according to Insider Intelligence forecasts. Indeed, nearly $6 billion, or more than half, of this year's advertising revenue is expected to come from the US, despite regulatory concerns over the transmission of US user data to China. Twitter and Snapchat are expected to generate $5.58 billion and $4.86 billion in advertising revenue respectively for 2022, with the combined value still less than the $11 billion forecast for TikTok. TikTok is also beginning to overshadow YouTube, as by 2024, the Chinese platform's ad revenues are forecast to reach $23.58 billion. This is almost equivalent to YouTube's revenue (23.65 billion).