SRMG Media Solutions (SMS), the commercial and advertising arm of Saudi Research and Media Group (SRMG), has entered into a new commercial agreement with TikTok that enables advertisers to access TikTok advertising solutions alongside its media portfolio through a single commercial relationship.
As an official TikTok Advertising Sales Partner in Saudi Arabia, SMS will market, sell and manage TikTok’s advertising solutions for brands and agencies across the Kingdom, providing end-to-end support across campaign strategy, planning, activation, optimisation, measurement and performance.
Unlike traditional advertising sales partnerships, the agreement creates a unified commercial proposition for advertisers.
Through a single partner, brands and agencies can now plan, buy and execute campaigns across TikTok and SRMG-owned media inventory, enabling coordinated audience strategies, creator collaborations, premium content integrations and cross-platform measurement at scale.
Nedaa Almubarak, Chief Executive Officer of SRMG Media Solutions, said, “Advertisers no longer need to choose between platform reach and premium media environments. Through a single commercial relationship, brands can now access TikTok’s advertising capabilities alongside the region’s largest media ecosystem. By bringing together platform scale, trusted content, engaged communities, creators and exclusive rights properties, we are creating a new model for integrated advertising in Saudi Arabia.”
The agreement represents the commercial evolution of a multi-year relationship between TikTok and SRMG.
Building on earlier collaborations focused on creators, content innovation, ecosystem development and audience engagement, this new phase expands the partnership into advertising sales, campaign activation and integrated commercial opportunities for brands.
As part of the agreement, SMS will combine TikTok’s advertising capabilities with its media ecosystem.
Beyond platform advertising, advertisers gain access to SRMG’s portfolio of premium news, business, sport, lifestyle and entertainment brands, audience communities, creator networks, content studios and exclusive rights properties through a single commercial relationship.
This combination of platform scale and premium media environments creates a unique opportunity for advertisers in the market.
SMS reaches more than 270 million people across MENA through over 25 media brands. In 2025 alone, SMS delivered more than 3,900 campaigns for over 600 advertisers, generating 50 billion impressions and 30 billion video views.
The agreement expands the opportunities available to advertisers across SRMG’s portfolio, including Asharq Al-Awsat, Arab News, Asharq Business, Billboard Arabia, GOAT, Manga Arabia, Sayidaty, Arrajol, Thmanyah and Al Thaqafeyah, alongside exclusive sports properties including the Saudi Pro League rights portfolio.
The agreement arrives as Saudi Arabia strengthens its position as one of the world’s fastest-growing advertising markets. Digital advertising spend in the Kingdom is forecast to grow 16.8 per cent in 2026 to reach $4.68bn and is projected to approach $8bn by 2029.
