Advertising spend in the Middle East is set to rise 8.1 per cent in 2024, subject to change should conflict spread beyond Gaza, a recent report by WARC revealed.
Similarly, brand spend in the Middle East and Africa is currently on course to rise by 4.2 per cent to $12.6 billion this year, though fortunes are mixed. African spend is expected to be flat, up by 0.2 percent, following a 15.7 per cent decline in 2023 and 1.4 per cent dip in 2022.
Globally, ad spend growth is also anticipated to jump 7.2 per cent next year and 7 per cent in 2026, culminating in a global ad market worth $1.23 trillion.
James McDonald, Director of Data, Intelligence and Forecasting, WARC, and author of th
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