The digital ad spend market in Middle East is expected to grow by 14.3% annually, reaching US$11.6 billion by 2026.
The digital ad spend market in the region has experienced robust growth during 2020-2025, achieving a CAGR of 11.7%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 16.9% from 2026 to 2029. By the end of 2029, the digital ad spend market is projected to expand from its 2025 value of US$10.1 billion to approximately US$18.5 billion.
The report offers in-depth segmentation across the ad spend market, covering spend distribution by channel (television, print, radio, outdoor, and digital) and detailed breakdowns within digital ad spend, including search, ecommerce, news and media, social platforms, gaming environments, and other digital destinations. It further categorizes digital ad spend by formats such as video, display, influencer marketing, email, and audio, alongside device platforms and pricing models. Additional analysis captures industry-level allocation patterns and the structure of the digital ad spend market across walled gardens and the open web, as well as distinctions between programmatic and direct media buying. Collectively, these datasets provide a comprehensive and quantifiable view of market size, spend behavior, and the structural dynamics shaping digital ad spend.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to deliver a detailed view of market performance, structural trends, and growth dynamics across the ad spend market, with a primary focus on digital ad spend market.
The digital ad spend market in the region has experienced robust growth during 2020-2025, achieving a CAGR of 11.7%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 16.9% from 2026 to 2029. By the end of 2029, the digital ad spend market is projected to expand from its 2025 value of US$10.1 billion to approximately US$18.5 billion.
Key Trends & Drivers in Digital Ad Spend
The Middle East’s digital advertising market is moving toward a more structured and commerce-integrated environment, driven by high mobile usage, strong e-commerce adoption, and formalised regulatory oversight. GCC markets particularly the UAE and Saudi Arabia are setting the pace through advanced platform infrastructure, accelerated influencer commerce, and the early build-out of retail media networks. As advertisers recalibrate toward platform diversification and compliance-focused execution, competitive edge will increasingly depend on cultural localisation, ecosystem partnerships, and calibrated use of video, creator, and retail-led formats.Social Platforms Are Becoming Commerce Gateways
- Social platforms are central to advertising strategies across GCC economies, where Instagram, TikTok, Snapchat, and Meta’s tools anchor performance and branding budgets. Brands increasingly rely on influencer partnerships for product discovery, especially across fashion, beauty, and quick-commerce categories.
- In the UAE and Saudi Arabia, creators are deeply embedded into campaigns featuring live shopping pilots, short-form videos, and in-app checkout flows. Seasonal retail moments such as Ramadan, National Day, and White Friday drive major spikes in social-led activation.
- As platforms expand in-app commerce capabilities, social-to-sale pathways will formalise further. However, regulatory disclosure rules for influencers and cross-border content controls will influence how brands structure creator-led executions.
Retail and E-commerce Platforms Are Monetising First-Party Data
- Retail media is gaining momentum as major marketplaces such as Amazon Middle East and Noon enhance sponsored listings, display formats, and merchant-facing analytics. These ecosystems increasingly serve as high-intent alternatives to social and search channels.
- Growth reflects both rising advertiser demand for measurable, first-party-led environments and retailer efforts to diversify revenue streams. Improvements in digital payments, logistics, and customer identity mapping across GCC markets strengthen this shift.
- Retail media is expected to become a mainstream planning pillar for electronics, FMCG, beauty, and lifestyle categories, supported by more sophisticated measurement and attribution within retailer-owned environments.
Digital Video Is Replacing Linear TV in Urban and Youth Markets
- As mobile broadband penetration increases, digital video consumption on platforms such as YouTube, TikTok, and regional OTT services (e.g., Shahid, StarzPlay) has become central to youth-focused brand communication.
- Broadcasters are rebalancing their models by expanding AVOD inventory and offering integrated digital placements around premium content, especially entertainment, drama series, and major sporting events.
- The shift from linear TV to digital video will continue, supported by high smartphone usage and preference for short-form formats. Advertisers, however, will need to navigate fragmented measurement, with platform-specific metrics complicating cross-screen planning.
GCC Markets Are Formalising Regulatory Structures
- Governments in the UAE and Saudi Arabia are strengthening frameworks for influencer marketing, digital ad disclosures, and data governance. Updated guidelines require clearer labelling of paid content, stricter oversight of targeted advertising, and compliance mechanisms for agencies and creators.
- Regulatory bodies are increasingly active in enforcing licensing expectations and transparency in ad placements particularly in campaigns aimed at youth, financial services, or public-sector communications.
- These changes will elevate compliance as a strategic consideration for advertisers operating across the region. Platforms with stronger governance structures and brand-safety protocols may gain competitive advantage.
Language, Culture, and Localisation Are Becoming Strategic Differentiators
- Arabic dialect diversity and cultural nuances across GCC and Levant markets are reshaping campaign development. Advertisers increasingly produce hyper-local content aligned to linguistic preferences in Saudi Arabia, UAE expatriate segments, Kuwait, Qatar, and Jordan.
- Multilingual formats are common across video and social channels, with agencies deploying dialect-specific creative for Saudi regions, bilingual Arabic-English assets for the UAE, and culturally contextualised formats for Ramadan and local festivals.
- Localisation will deepen as platforms expand dynamic creative optimisation and language-specific tools. This will become essential for brands seeking engagement across heterogeneous audiences.
Competitive Landscape
The Middle East digital advertising landscape is characterised by the dominance of global platforms, the rapid formalisation of regulatory expectations, and the rise of retail media, regional video ecosystems, and creator-centric commerce. GCC markets retain the highest concentration of spend but are also the most competitive due to platform diversification, compliance-led shifts, and retailer expansion into ad monetisation.Platform Concentration Remains High but Is Rebalancing
- Google and Meta continue to anchor performance budgets across the UAE and Saudi Arabia, remaining the default entry point for SMEs and mid-market advertisers.
- TikTok maintains strong momentum, supported by the expansion of regional offices and deeper activation across fashion, beauty, food services, and entertainment.
- Snapchat retains an especially strong youth foothold in Saudi Arabia and the UAE, reinforced by regionally customised AR tools.
- YouTube and Shahid dominate premium video environments, with broadcasters increasingly integrating digital-first inventory bundles around major cultural and sporting events.
Retail Media, Broadcasters, and Marketplaces Are Scaling Ad Businesses
- Amazon Ads is steadily expanding its footprint in the GCC, offering video, display, and sponsored placements anchored in high-intent e-commerce activity.
- Noon is enhancing its advertising stack and analytics to support merchant self-serve campaigns across the UAE and Saudi Arabia.
- Regional broadcasters, particularly MBC through Shahid, are strengthening digital commercial models by expanding ad-supported tiers and collaborating with agencies for tentpole content monetisation.
- Local publishers are upgrading programmatic tools and alliances, providing brand-safe Arabic content as an alternative to walled-garden platforms.
Partnerships and Strategic Investments Are Accelerating Market Maturity
- TikTok continues to deepen partnerships with agencies to strengthen measurement support and creator marketplace enablement.
- Broadcasters collaborate with global video platforms and regional agencies around peak content seasons such as Ramadan.
- Retailers such as Noon explore integrations with major brand groups to unify commerce and media execution, particularly in the beauty and luxury categories.
- Marketplaces and tech platforms are investing in local talent and in-region product customisation.
Regulatory Enforcement Is Reshaping Practices
- Updated rules in Saudi Arabia and the UAE require influencer licensing, clear labelling of paid content, and stricter compliance for targeted advertising.
- These frameworks are driving platforms and agencies to invest in consent management, brand-safety controls, and transparent reporting structures.
Forecast: Competitive Advantage Will Shift Toward Context, Compliance, and Localisation
- Retail media will expand rapidly, pulling budgets from traditional performance channels.
- OTT and CTV inventory will grow, increasing competition within video-led strategies.
- Platforms demonstrating compliance readiness and cultural relevance will gain share, particularly in regulated sectors.
- Local agencies and martech providers will scale offerings in audience analytics, consent management, and creative automation.
The report offers in-depth segmentation across the ad spend market, covering spend distribution by channel (television, print, radio, outdoor, and digital) and detailed breakdowns within digital ad spend, including search, ecommerce, news and media, social platforms, gaming environments, and other digital destinations. It further categorizes digital ad spend by formats such as video, display, influencer marketing, email, and audio, alongside device platforms and pricing models. Additional analysis captures industry-level allocation patterns and the structure of the digital ad spend market across walled gardens and the open web, as well as distinctions between programmatic and direct media buying. Collectively, these datasets provide a comprehensive and quantifiable view of market size, spend behavior, and the structural dynamics shaping digital ad spend.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to deliver a detailed view of market performance, structural trends, and growth dynamics across the ad spend market, with a primary focus on digital ad spend market.
This title is a bundled offering, combining the following 5 reports, covering 700+ tables and 850+ figures:
- Middle East Digital Ad Spend Market Business and Investment Opportunities Databook
- Israel Digital Ad Spend Market Business and Investment Opportunities Databook
- Saudi Arabia Digital Ad Spend Market Business and Investment Opportunities Databook
- Turkey Digital Ad Spend Market Business and Investment Opportunities Databook
- United Arab Emirates Digital Ad Spend Market Business and Investment Opportunities Databook
Report Scope
This report provides a detailed data-centric analysis of the regional digital ad spend industry, with comprehensive coverage across both ad spend and digital ad spend markets. Below is a summary of key market segments:Ad Spend Market Size and Growth Dynamics
- Spend Value
Ad Spend Market Segmentation by Advertising Channel
- Television Advertising
- Print Advertising
- Radio Advertising
- Outdoor Advertising
- Digital Advertising
- Other
Ad Spend Market Segmentation by Television Advertising
- Linear TV Advertising
- Connected TV / OTT Video Advertising
Ad Spend Market Segmentation by Radio Advertising
- Traditional Radio Advertising
- Digital Audio / Podcast Advertising
Ad Spend Market Segmentation by Outdoor Advertising
- Traditional OOH Advertising
- Digital Out-of-Home (DOOH) Advertising
Ad Spend Market Segmentation by Digital Advertising
- Spend Value
Digital Ad Spend Market by Segmentation
- Search Engine Sites
- Ecommerce Sites
- News & Media Sites
- Social Media
- Gaming Platforms
- Forums & Classifieds
- Others
- Digital Ad Spend Market Segmentation by Social Media
Digital Ad Spend Market Segmentation by Gaming Platforms
- Around Games Environment Ad Spend
- In Game Environment Ad Spend
- In Game Immersive Ad Spend
- Exclusive Advertising Games Spend
Digital Ad Spend Market Segmentation by Format & Media
- Video
- Display
- Influencer Marketing
- Blogging and Podcasting
Digital Ad Spend Market Segmentation by Platform
- Mobile
- Desktop and Laptop
Digital Ad Spend Market Segmentation by Pricing Model
- Cost Per Mile (CPM)
- Cost Per Click (CPC)
- Performance Based Advertising
- Others
Digital Ad Spend Market Segmentation by Industry
- Technology
- Travel & Hospitality
- FMCG
- Automotive
- Media & Entertainment
- Telecommunications
- Retail & Consumer Goods
- Business and Financial Services
- Pharmaceutical and Healthcare
- Public Sector
- Construction and Real estate
- Education
- Home Appliances and Furniture
- Other Industries
Digital Ad Spend Market by Digital Ecosystem
- Walled Gardens
- Open Web / Independent Publishers
Digital Ad Spend Market by Media Buying Method
- Programmatic Advertising
- Direct Advertising
Reasons to Buy
- Comprehensive Market Intelligence: Gain an integrated view of the full advertising landscape, covering both traditional channels (television, print, radio, outdoor) and the rapidly expanding digital advertising ecosystem. Track essential spend metrics, including channel-wise allocation, digital share evolution, and growth patterns across formats and platforms.
- Granular Coverage of Digital Advertising: Explore detailed segmentation across search engines, ecommerce platforms, news and media publishers, social networks, gaming environments, forums, classifieds, and other digital destinations. Social media and gaming are further broken down by individual platforms and ad environments, enabling precise assessment of digital inventory performance.
- Segment-Wise Insights and Cross-Analysis: Evaluate advertising trends across formats (video, display, email, influencer marketing, blogging/podcasting), device platforms (mobile vs. desktop/laptop), pricing models (CPM, CPC, performance-based), industries, and digital ecosystems (walled gardens vs. open web). Cross-segmentation supports deeper understanding of how advertisers allocate budgets across channels, formats, and audiences.
- Advertiser and Audience Behaviour Analytics: Understand how brands across sectors such as retail, BFSI, FMCG, technology, automotive, media, healthcare, education, and others, distribute their digital budgets. Assess audience engagement patterns and platform choices, providing actionable insights into reach, attention, and return on spend.
- Digital Infrastructure and Ecosystem Readiness: Assess the maturity of the enabling digital ecosystem, CTV/OTT expansion, and programmatic infrastructure, all of which shape the evolution of digital advertising models and automated buying practices.
- Data-Driven Forecasts and KPI Benchmarking: Access a comprehensive dataset of 100+ KPIs with historical and forecast data through 2029, offering visibility into channel evolution, digital acceleration, format-level momentum, and emerging opportunities in programmatic buying, retail media, gaming, and CTV/OTT.
- Decision-Ready Databook Format: Delivered in a structured, data-centric format, the Databook supports seamless integration into marketing strategies, budget planning frameworks, investment cases, and competitive benchmarking. It equips agencies, advertisers, platforms, publishers, and policymakers with evidence-based insights to guide strategic decisions.
Table of Contents
This title is a bundled offering, combining the following 5 reports, covering 700+ tables and 850+ figures:
1. About this Report
2. Ad Spend Market Size and Forecast, 2020-2029
3. Ad Spend Market Size by Advertising Channel, 2025
4. Television Advertising Market Size by Segments, 2020-2029
5. Radio Advertising Market Size by Segments, 2020-2029
6. Outdoor Advertising Market Size by Segments, 2020-2029
7. Digital Ad Spend Market Size by Segments, 2025
8. Digital Ad Spend Market Size by Social Media Platform, 2025
9. Digital Ad Spend Market Size by Gaming Platforms, 2025
10. Digital Ad Spend Market Share by Format & Media, 2020-2029
11. Digital Ad Spend Market Share by Platform, 2020-2029
12. Digital Ad Spend Market Size by Pricing Model, 2020-2029
13. Digital Ad Spend Market Size by Marketing Objective, 2025
14. Digital Ad Spend Market Share by Industry, 2025
15. Digital Ad Spend Market Size by Digital Ecosystem, 2020-2029
16. Digital Ad Spend Market Size by Media Buying Method, 2020-2029
17. Further Reading
List of Tables
List of Figures
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 450 |
| Published | January 2026 |
| Forecast Period | 2026 - 2029 |
| Estimated Market Value ( USD | $ 11.6 Billion |
| Forecasted Market Value ( USD | $ 18.5 Billion |
| Compound Annual Growth Rate | 16.9% |
| Regions Covered | Middle East |
