Key regions: United States, France, Japan, Europe, Germany
The Social Media Advertising market in MENA is experiencing significant growth and development, driven by various factors unique to the region.
Customer preferences: Customers in the MENA region are increasingly turning to social media platforms for their advertising needs due to the high internet penetration rate and the growing popularity of social media among the population. With a young demographic that is highly engaged on platforms like Instagram, Facebook, and Twitter, businesses are finding it more effective to reach their target audience through social media advertising.
Trends in the market: In countries like Saudi Arabia and the United Arab Emirates, there is a noticeable shift towards influencer marketing, where brands collaborate with popular social media personalities to promote their products or services. This trend has proven to be highly effective in engaging with consumers and driving sales. Additionally, video content is becoming more prevalent in social media advertising campaigns, as it tends to capture the audience's attention and generate higher levels of engagement.
Local special circumstances: One of the unique aspects of the MENA region is the diverse cultural landscape, with each country having its own set of customs, traditions, and languages. This diversity presents both opportunities and challenges for businesses engaged in social media advertising, as they need to tailor their campaigns to resonate with the local population. Understanding the cultural nuances of each market is crucial for the success of advertising campaigns in the region.
Underlying macroeconomic factors: The growing middle class in many MENA countries is driving increased consumer spending, creating a ripe environment for businesses to invest in advertising to capture a share of the market. Additionally, the rapid urbanization and technological advancements in the region are further fueling the growth of the social media advertising market. As more people gain access to the internet and mobile devices, the reach and effectiveness of social media advertising continue to expand.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.Modeling approach:
A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
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