Media & Advertising Ad spend in Mena among world’s lowest thanks to digital media By Chris Hamill-Stewart May 4, 2025, 1:17 PM Alamy via Reuters Traditional billboards still have a place in Dubai but Mena ad spend is mostly digital Mena digital ad spend $6.25bn in 2023 UAE, Saudi among lowest ad spenders Saudi spends 0.21% of GDP on ads Early and widespread adoption of digital media means countries across the Middle East and North Africa are spending less on advertising per capita than almost any other region. The UAE, Saudi Arabia and Turkey are among the economies with the lowest ad spending as a percentage of GDP in the world, according to data from Statista compiled by DataReportal. The UAE spends only 0.29 percent of its GDP on ads. For Turkey, that figure is 0.23 percent, and for Saudi Arabia it is 0.21 percent. In contrast, the UK and US spend 1.66 percent and 1.46 percent respectively. Much of the reason ad spend is lower in the Middle East is because of the region’s focus on digital media, Ian Manning, executive director of the Interactive Advertising Bureau Mena, an industry organisation focused on internet advertising, told AGBI. “The Mena region and Gulf Cooperation Council in particular are amongst the most digital media and social media dominated, which typically see lower unit costs than more traditional advertising,” said Manning. Mena spent $6.25 billion on digital ads in 2023, meaning that the region “punches above its weight” in digital ad spending, according to Manning. Saudi Arabia’s oil-reliant economy warps its statistics, because GDP comparisons when it comes to advertising should, he argues, only look at consumer-related GDP. The million-dirham draw of digital billboards Lamenting Ramadan cliches is the biggest cliche of all In-app model paying off for GCC advertisers Despite these nuances, the Middle East advertising market is still “comparatively nascent”, James McDonald, director at marketing consultants WARC, told AGBI. A mix of economic pressures, inefficiencies in the advertising ecosystem, unique market dynamics such as conflict, and a focus on short-term results all hold back ad spending, McDonald said. However, “there is plenty of good practice across the region”, he said, citing a heavy focus on the execution and measurement of campaigns. “This indicates a sophisticated approach to marketing that goes beyond mere ideation and is an indicator of a healthy advertising market,” said McDonald. Register now: It’s easy and free AGBI registered members can access even more of our unique analysis and perspective on business and economics in the Middle East. Why sign uP Exclusive weekly email from our editor-in-chief Personalised weekly emails for your preferred industry sectors Read and download our insight packed white papers Access to our mobile app Prioritised access to live events Register for free Already registered? Sign in I’ll register later Register now: It’s easy and free AGBI registered members can access even more of our unique analysis and perspective on business and economics in the Middle East. Why sign uP Exclusive weekly email from our editor-in-chief Personalised weekly emails for your preferred industry sectors Read and download our insight packed white papers Access to our mobile app Prioritised access to live events Register for free Already registered? Sign in I’ll register later
