As digital literacy in the MENA region goes up, the internet has emerged as an increasingly popular source for entertainment, research and socializing, particularly during Ramadan when people have significant free time on their hands.
But MENA marketers and advertisers have yet to catch up with user behavior. The vast majority of ad budgets are still devoted to TV, print and outdoor advertising rather than new digital options. The fact that so many brands in the region are vying for the same television, newspaper and billboard spots means these ads are not only expensive, but also less likely to make an impression on target audiences. In contrast, there’s a huge opportunity in MENA for brands to reach consumers efficiently and cost effectively through digital marketing.
Using the inference of Pop Art, Vekaya Digital presents a series of #DigitalPopArt emphasizing the banal elements of traditional advertising vs digital.
Watch our social channels for a series of digital #murals stating the facts and research provided by some of the leading providers including Google MENA, emarketer and others. Our take on the Advertising World, go figure!
What is Pop Art? For those who don’t know….
Pop art is an art movement that emerged in the mid-1950s in Britain and the late 1950s in the United States.
Pop art employs aspects of mass culture, such as advertising, comic books and mundane cultural objects. One of its aims is to use images of popular (as opposed to elitist) culture in art, emphasizing the banal or kitschy elements of any culture, most often through the use of irony. It is also associated with the artists’ use of mechanical means of reproduction or rendering techniques.
Pop Art is a direct descendant of Dadaism in the way it mocks the established art world by appropriating images from the street, the supermarket, the mass media, and presents it as art in itself.
Pop Art was brash, young and fun and hostile to the artistic establishment. It included different styles of painting and sculpture from various countries, but what they all had in common was an interest in mass-media, mass-production and mass-culture.