The Middle East and North Africa advertising market is set for steady expansion in 2025, with WPP Media’s Mid-Year This Year, Next Year (TYNY) MENA Forecast projecting 8% growth and total revenue reaching $6.3 billion. While this marks continued momentum, it also reflects a natural cooling from the double-digit surge seen in recent years as the region recalibrates to new economic realities.
The report offers a detailed view of a media ecosystem in transition — one that remains resilient despite global headwinds and is rapidly shifting toward digital-first behaviour.
Digital Will Command Nearly Two-Thirds of All Ad Spend
A key headline from the forecast is the overwhelming rise of digital. Digital pure-play advertising — including search, retail media, social, and other digital channels (but excluding digital extensions like streaming and digital audio) — is expected to account for 65.9% of total ad revenue in 2025. This signals a decisive turn in how brands in the region are allocating spend and where audiences are spending their time.
Amer El Hajj, CEO MENA at WPP Media, highlighted the pace of change, noting that the region is “dynamic and rapidly evolving,” with digital dominance and retail media growth pushing brands to adopt more agile, full-funnel strategies.
Retail Media Emerges as a High-Growth Powerhouse
One of the standout categories in the report is retail media. The channel is on track to grow 18.1%, reaching $434 million in 2025. WPP Media forecasts its revenue will surpass $700 million by 2028, reinforcing retail media’s growing influence at the point of purchase and its rising importance in regional marketing strategies.
Streaming and Search Continue to Scale
Streaming is expected to expand by 25.8% in 2025, led by Broadcaster Video on Demand (BVOD) and platforms tapping into high-engagement cultural moments such as Ramadan. Search advertising is also poised for 11.9% growth, influenced increasingly by AI-driven shifts in how consumers discover and evaluate information.
OOH Accelerates with Digital and Programmatic Innovation
Out-of-home (OOH) remains another strong performer, projected to grow 17.5%. A major driver is the surge in digital OOH, which is expected to contribute 38.6% of all OOH revenue next year. Programmatic DOOH continues to gain traction as well, with budgets in MENA projected to reach $100 million by 2030.
Market-Level Trends Across the Region
The forecast also includes insights from key regional markets, including Saudi Arabia, the UAE, Egypt, Lebanon, Iraq, Jordan, and Qatar — each influenced by its own blend of economic conditions, digital adoption, and audience behaviour.
