Social Media Advertising - MENA | Statista Market Forecast

In MENA, ad spending in the Social Media Advertising market market is projected to reach US$3.49bn in 2024.
The region's ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 9.92%, leading to a projected market volume of US$6.16bn by 2030.
In a global context, the majority of ad spending will be generated China, which is anticipated to reach US$84.65bn in 2024.
Within the Social Media Advertising market market in MENA, 72% of total ad spending is expected to be generated through mobile in 2030.
Additionally, the number of users in the Social Media Advertising market market in MENA is forecasted to amount to 506.9m users by 2030.
In MENA, the surge in digital content consumption is driving brands to increasingly leverage social media advertising for targeted consumer engagement and brand visibility.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.