The Middle East is generally seen as an attractive market for marketers and advertisers looking to increase their brand awareness. It has a growing middle class, a large population, and high internet usage rates. While the Middle East and North Africa region remains a dynamic and attractive market for potential investors, there is still room for growth when it comes to advertising in the region. By 2024,
was forecasted to reach a market value of around 12.3 billion U.S. dollars. Pan-Arab countries came in seventeenth place after Switzerland among the
.
Traditional advertising
Outdoor advertising is the only traditional medium that has steadily grown over the past decade. Outdoor advertising is still relevant and has the potential to have a significant impact on consumers, considering the mobile economy we live in today. After seeing an advertisement on an OOH (out-of-home) platform, consumers may be more likely to click on a mobile ad on their personal devices. By 2024,
spending on outdoor advertising in the Middle East and North Africa (MENA) region is projected to amount to nearly 1.5 billion U.S. dollars. Unlike any other medium, OOH offers round-the-clock exposure and control of the advertising space. However, OOH advertising in the region faces multiple challenges that may slow down its growth, such as the absence of a regulatory body for the OOH industry, high rents imposed by landlords, and transitions to digital advertising due to its value for money.
Digital advertising
The growth of mobile technology in the region has also helped with the increased use of digital advertising. The
online advertisement spending in the MENA region was expected to grow by around 20 percent by 2024. The most significant share of spend targets the GCC. Saudi Arabia had the highest
spending on digital advertising in the MENA in 2021, followed by the UAE. In Dubai, programmatic advertising is on the rise due to the massive demand from multinational firms in the city. The home to many headquarters of internet giants and digital agencies, Dubai is considered as the key to access in the pan-Arabic region regarding the advertising market.
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