The Middle East and North Africa (MENA) digital advertising market reached $8.185b in 2025, representing 17.8 per cent year-on-year (YoY) growth, according to the latest industry report released by IAB MENA at a member event on 8 June, 2026.
For the first time, the study also includes dedicated estimates for connected TV (CTV), retail media, and programmatic digital out-of-home (pDOOH).
The key findings of the report conclude that the MENA region was the fastest growing digital advertising region globally and maintained its market position the the top five in the EMEA region by advertising spend. Within the region, Egypt’s 23.1 per cent YoY growth was the highest of any market in MENA.
The region continued to be social first, with social advertising growing 19.3 per cent, while social video grew 23.6 per cent YoY. Non-social video also posted strong gains, with CTV growing 31 per cent, significantly outpacing overall market growth. Finally, retail media emerged as one of the fastest growing channels, expanding by up to 40.5 per cent YoY.
“This report highlights the continued evolution of the region’s advertising market,” said Nisrine Ghazal, Chair of the IAB MENA Board and Chief Digital Officer at Rotana Media Services.
“MENA remains one of the fastest-growing digital advertising regions globally, demonstrating the ongoing shift of audiences, content consumption, and advertising investment towards digital channels,” she added.
The MENA digital ad spend report for 2025 is available exclusively to IAB MENA members. This year’s report provides detailed market analysis and regional breakdowns, including estimates across key channels such as video, social, and search.
Elie Milan, Vice Chair of the IAB MENA Board and Chief Performance Officer of Publicis Media, added: “It’s particularly encouraging to see newer channels such as retail media, pDOOH, and CTV beginning to scale. These channels are creating greater choice and opening up exciting new opportunities for advertisers and agencies across the region.”
Furthermore, Ian Manning, Executive Director of IAB MENA, thanked industry contributors, saying: “Each year, we see increasing levels of collaboration and support from both members and non-members.”
“Combined with enhanced econometric modelling, this enables us to provide deeper insights and greater market transparency for the benefit of the industry. Thank you to everyone who contributed to making this year’s report the most detailed one to date,” he concluded.
