The advertising industry in Saudi Arabia is undergoing a profound transformation, reflecting the broader economic and social changes within the Kingdom.
As part of the Vision 2030 initiative, Saudi Arabia is not just diversifying its economy but is also fostering a thriving creative sector where advertising plays a pivotal role. This transformation is driven by the collective efforts of society, where talents are being nurtured, and a unified vision is guiding us toward a shared goal.
In recent years, the Saudi advertising sector has witnessed remarkable growth, with the market size estimated at SAR 11 billion across various media channels, including television, newspapers, and other media platforms. This expansion mirrors the Kingdom’s broader strategy to reduce its reliance on oil revenues and cultivate a knowledge-based economy.
Saudi women are driving creativity too
Creativity and innovation are becoming key pillars of this new economic landscape, and the results are evident in the campaigns and initiatives emerging from our industry.
This growth is largely driven by Saudi Arabia’s youthful, tech-savvy population, which makes up a significant portion of the 33 million internet users in the Kingdom. The shift towards digital platforms has not only expanded the reach of advertising campaigns but has also opened new avenues for creative expression, enabling brands to engage with audiences in increasingly dynamic and personalised ways.
Our culture is at the heart of this evolution, with individuals from diverse backgrounds coming together to build a thriving culture that fosters creativity and innovation. With women representing half of our society and playing a vital role in the creative economy, the discussion should now focus on the collective achievements we are witnessing across the industry.
The focus has shifted from whether certain groups are involved to the tangible achievements we are witnessing across the industry. Every member of society contributes to building a vibrant industry that resonates both locally and globally.
The reason for Saudi’s success
The growing participation of Saudi society in this transformation is evident in the numbers. As of 2023, 37 per cent of the workforce was made up of women, surpassing the Vision 2030 target of 30 per cent.
This reflects the broader trend in the advertising industry, where individuals are leading some of the most innovative and culturally resonant campaigns. By blending traditional values with modern branding techniques, these efforts have helped Saudi brands gain success both locally and on the international stage.
The collaborative involvement of both female and male talent at every level of the creative process is a catalyst for innovation, resulting in campaigns that are not only cutting-edge but also deeply connected to the cultural fabric of the Kingdom.
By bringing diverse perspectives to the table, our society is crafting work that resonates with a wide range of audiences, both within Saudi Arabia and on the global stage.
One of the most compelling aspects of this evolution is how we, as a society, are leveraging our platforms to tell stories that are authentic and relatable, yet universally appealing. This approach has significantly elevated Saudi Arabia’s advertising industry, with the quality and creativity of its campaigns increasingly recognised on the global stage.
As Saudi Arabia’s advertising industry continues to flourish, the contributions of society will undoubtedly remain central to its success. The achievements of today’s leaders and innovators are laying the groundwork for a future where creativity, innovation, and cultural authenticity define Saudi brands.
We take immense pride in The Bold Group in being part of this vibrant and evolving industry. Our experiences affirm that when diverse perspectives are embraced, the results are nothing short of extraordinary. The future of advertising in Saudi Arabia is bright, fueled by the creativity, passion, and dedication of all those contributing to this dynamic sector.
In this new era, the success of Saudi Arabia’s advertising industry will be defined by its ability to harness the full spectrum of talent available. As the Kingdom continues to rise on the global stage, the collective contributions of society, including the impactful participation of women, will remain a vital part of its ongoing narrative
of growth and innovation.
By Abeer Alessa, Co-founder and CEO, The Bold Group
