The forecast underscores a strategic shift in advertising spend, with digital pure-play advertising set to account for a 65.9 per cent of total advertising revenue in 2025.The Middle East and North Africa (MENA) advertising market is projected to grow by 8 per cent in 2025, reaching a total revenue of $6.3bn, according to the latest This Year, Next Year 2025 Mid-Year MENA Forecast from WPP Media. While this indicates continued expansion, it also signals a moderation from the double-digit gains seen in recent years, reflecting a market adapting to new economic dynamics.
The report provides an in-depth analysis of a media landscape in transition, highlighting the resilience of the region as it navigates global economic headwinds.
The forecast underscores a strategic shift in advertising spend, with digital pure-play advertising —encompassing search, retail media, social and other digital – excluding digital extensions such as streaming and digital audio – set to account for a 65.9 per cent of total advertising revenue in 2025.
Amer El Hajj, CEO MENA at WPP Media, said, “This year’s Mid-Year forecast confirms that the MENA region is a dynamic and rapidly evolving media market.”
He added, “The dominance of digital, particularly the explosive growth of retail media, highlights the critical need for brands to adopt agile, full-funnel strategies. Our MENA Forecast is designed to empower our clients with the clarity and confidence needed to navigate this landscape and capitalise on the incredible energy shaping our industry.”
Key findings from the WPP Media This Year, Next Year 2025 Mid-Year MENA Forecast
The report identifies several channels poised for significant growth. These include
Digital’s unstoppable momentum
Digital pure-play advertising, encompassing search, retail media and social/other digital, continues to lead the way and is expected to account for a remarkable 65.9 per cent of total advertising revenue in the MENA region in 2025.
Rise of retail media
Emerging as one of the fastest-growing channels, retail media is projected to surge by 18.1 per cent to reach $434m in 2025. The report anticipates this channel will exceed $700m in ad revenue by 2028, presenting a powerful opportunity for brands to connect with consumers at the point of purchase.
Growth in streaming and search
Streaming is set for significant growth of 25.8 per cent, driven by Broadcaster Video on Demand (BVOD) and platforms capitalising on key cultural moments like Ramadan. Simultaneously, search advertising is expected to grow by 11.9 per cent, with its evolution increasingly shaped by the influence of AI on consumer behaviour.
OOH’s innovative leap
Out-of-home advertising continues its strong trajectory with 17.5 per cent growth, fueled by major investments in programmatic digital formats. Digital OOH is forecasted to account for 38.6 per cent of all OOH revenue in 2025, with programmatic DOOH budgets in the MENA region expected to hit $100m by 2030.
The forecast also details market-specific trends from markets such as Saudi Arabia, United Arab Emirates, Egypt, Lebanon, Iraq, Jordan and Qatar.
The full Mid-Year MENA Forecast is available to all WPP Media clients.
