Market Insights Advertising & Media Advertising

TV & Video Advertising - MENA

MENA

Ad spending in the TV & Video Advertising market in MENA is forecasted to reach US$4.46bn in 2024.
The largest market within this industry is Traditional TV Advertising, with a market volume of US$2.40bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$5.95 in 2024.
By 2029, the number of TV Viewers in MENA is anticipated to be 0.43bn users.
In MENA, TV & Video Advertising budgets are shifting towards digital platforms to target tech-savvy demographics efficiently.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

Over the past few years, the TV & Video Advertising market in the MENA region has been experiencing significant growth and development.

Customer preferences: Consumers in the MENA region have shown a growing preference for video content consumption on various digital platforms. This shift in consumer behavior towards online streaming services and social media platforms has led advertisers to invest more in digital video advertising to reach their target audience effectively.

Trends in the market: In Saudi Arabia, the TV & Video Advertising market is witnessing a trend towards personalized and interactive video content. Advertisers are increasingly focusing on creating tailored advertisements to engage with the tech-savvy and young population in the country. Moreover, the rise of mobile video consumption is driving advertisers to optimize their ad campaigns for mobile devices to ensure maximum reach and impact.

Local special circumstances: In the UAE, the TV & Video Advertising market is influenced by the country's position as a regional business hub. Advertisers in the UAE are leveraging the advanced infrastructure and technology in the country to create high-quality video content for both traditional TV and digital platforms. Additionally, the multicultural population in the UAE presents a unique opportunity for advertisers to create diverse and targeted video advertising campaigns.

Underlying macroeconomic factors: The economic diversification efforts in countries like Qatar and Kuwait are playing a crucial role in the growth of the TV & Video Advertising market. As these countries invest in non-oil sectors such as media and entertainment, advertisers are presented with a growing market for promoting their products and services through TV and video advertising. Additionally, the increasing internet penetration and smartphone adoption rates across the MENA region are creating new opportunities for advertisers to connect with consumers through digital video advertising.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

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.