Despite global uncertainty, the MENA region’s digital advertising market isn’t just holding steady — it’s accelerating, outpacing the US and Europe.

According to the latest IAB MENA report, digital ad spend in the region reached $6.95B in 2024, growing 19.8% YoY — surpassing Europe (16%) and the US (14.9%).

This isn’t simply a rebound. It’s a reset — powered by vertical video, retail media, outcome-driven buying, and AI-enhanced precision.


Regional Momentum and Resilience

After a moderate 14.3% growth in 2023, MENA rebounded strongly with 19.8% projected growth in 2024, emphasizing the region’s economic and media resilience.

Key highlights:

  • Saudi Arabia leads with 23.5% growth, lifting the regional average.
  • GCC markets account for nearly 90% of total digital ad spend.
  • Egypt shows mixed signals, with inflation and FX volatility affecting real growth measures.

The region is maturing rapidly and asserting itself as a global growth engine.


Social Dominates — Powered by Vertical Video

Social now represents 59.5% of digital ad spend in MENA, with video driving more than half of that investment.

2024 performance:

  • Social Video: +28.9% YoY
  • Social Display: +9.3% YoY (recovery from 2023 softness)

What once was a channel has become a full-funnel storytelling ecosystem. The continued shift to vertical formats cements social as a video-first landscape.


Search’s Evolution — Performance Meets AI

Search spend has doubled since 2020 and grew 24.7% in 2024 alone.

Drivers:

  • Retail and commerce media acceleration
  • Performance-led, outcome-focused buying
  • AI reshaping discovery and bidding

Search now holds 15.8% share of ad spend and is no longer just SEM. Voice search, retail search, visual search, and conversational search are shaping the next wave.


Display Reinvented

Display (excluding social) grew 15.7% in 2024 — but the interesting story lies beneath:

  • Video display: +17.7%
  • Retail / affiliate/classifieds/audio: +30.4%
  • Traditional banner & native: +4.6%

Display isn’t disappearing — it’s evolving. Commerce-aligned formats and video-rich environments are expanding the category’s influence.


What’s Next

MENA’s digital ecosystem is entering a new era defined by:

  • Retail media’s rapid rise
  • AI-driven discovery and targeting
  • Outcome-based advertising models are gaining traction with SMEs
  • Convergence of content, commerce, and performance media

The shift from channel-based planning to interconnected growth ecosystems is underway. Media, creators, platforms, and commerce are merging — and MENA is moving fast.


Source: iab mena