Over the past few years, the Saudi market has witnessed large-scale change in terms of the tremendous growth in digital media at the expense of other, traditional media, and also in terms of the government sector’s investment pumped into the market. This spend is now surpassing the private sector for media buying and creative services in the region. This has given rise to immense changes.
My opinion of the market trends during the coming year is as follows:
Expenditure growth by government bodies will continue, as it has not yet reached the inflection point at which expenditure will be doubled, especially with the giga-projects – and the ‘Saudi seasons’ that are taking place in
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