Toby Daniell, who opened InSkin’s Dubai office in 2016, contributed to an article in trade press title Gulf Marketing Review about strategies which the region’s publishers are adopting to prevail in the competitive landscape and especially during the digitisation in the area.
“Globally, publishers are grappling with the challenge of how to respond to declining print circulation and reduced ad spend, with varying degrees of success. Of note is the success of DMG Media in the UK, whose £20 million (AED89 million) increase in Mail Online’s revenues offset an £18 million (AED80.1 million) decline in print advertising. This example shows that not only is it possible for publishers to avoid financial loss, they can even increase their ad revenues by embracing the digital sector.” – Toby Daniell
Toby is responsible for establishing InSkin Media in the MENA region, and driving adoption of InSkin’s ad formats with advertisers, media agencies and publishers. He has a decade of international media experience in strategic and digital advertising roles, including 4 years at ZenithOptimedia. Toby is an active member of the global IAA, and was a member of their Young Professionals’ Committee for 5 years.
About the publication:
GMR is a source of marketing and media intelligence in the region with a focus on of analysis, research and insights into multiple marketing disciplines and features interviews and news tailored to clients, media owners and their agencies operating across the MENA region.
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