Despite a backdrop of global uncertainty, the MENA region’s digital advertising market is accelerating — not just surviving but setting pace ahead of the US and Europe. According to the latest IAB MENA report, the region hit a digital ad spend milestone of $6.95 billion in 2024, growing at 19.8%, outpacing Europe (16%) and the US (14.9%).
This isn’t just a rebound — it’s a reset. A digital market doubling down on innovation, driven by vertical video, retail media, outcome-based buying, and rising AI-powered precision.
Here’s what brands and advertisers need to know:
Regionally Powered Recovery
Following a moderate 14.3% growth in 2023, the MENA digital ad market is rebounded strongly with a projected 19.8% surge in 2024 — a clear sign of the region’s resilience amid ongoing global uncertainty.
Saudi Arabia emerged as the top growth driver at 23.5%, helping lift the regional average, while GCC markets now make up nearly 90% of total MENA ad spend.
Egypt, meanwhile, presents a more nuanced picture, with inflation and currency fluctuations complicating the interpretation of real market growth.
Social Reigns Supreme
Social advertising now commands 59.5% of MENA’s digital ad spend — with video accounting for more than half of that. The ongoing pivot to vertical video continues to reshape content strategies across platforms.
In 2024, Social Video surged by 28.9% YoY, while Social Display bounced back from a 2023 dip to deliver 9.3% growth.
What was once a media channel is now a dynamic content ecosystem – with the rise of vertical formats underscores social’s shift into a video-led environment.
The Search Evolution
Search spend has doubled since 2020, with 2024 alone seeing a 24.7% growth. The driver? The rise of retail and commerce media, and a shift toward outcome-oriented performance buying.
Search’s share of ad spend continues to climb, now at 15.8% and brands are increasingly using search for lower-funnel, conversion-led strategies. This is more than SEM. AI is changing how people discover, and how brands should bid. Think voice, visual, conversational, and retail search.
Display Gets a Makeover
Display spend (excluding social) grew by 15.7% in 2024. But the real story is within the sub-categories:
- Video display grew +17.7%
- Other non-video formats — including retail media display, affiliate, classifieds, and audio — grew a massive 30.4%
- Traditional banner & native ads? Just +4.6%
Display advertising continues to evolve, with newer formats gaining traction and contributing more significantly to overall growth.
Future Outlook
MENA’s digital advertising landscape points to continued transformation. Retail media is rapidly gaining share, outperforming overall market growth, while AI-powered discovery is reshaping how consumers find and engage with brands. At the same time, outcome-based products from major platforms are drawing increased investment from SMEs and performance-driven advertisers.
As the ecosystem moves from siloed channels to interconnected growth models, the convergence of media, content, and commerce is becoming a key driver of momentum across the region.
Source: iab mena
