4 Steps to Digital Ad growth in MENA, was presented by Altman Solon at the IAB MENA Growth Summit in April 2025 and contains insights derived from the 2025 State of Digital Advertising in MENA Study, conducted by Altman Solon in conjunction with IAB MENA over Oct 2024-Feb 2025.

Both the ‘4 Steps to Digital Ad Growth’ and the more comprehensive, ‘Altman Solon 2025 State of Digital Advertising in MENA Study’ form part of the resources available to members for Adspend analysis and provide a series of useful insights complementing our annual Adspend Surveys in which specific investments per channel and market are estimated.

This study explores and compares the investment rationales and expectations of MENA-based digital ad buyers and suppliers.

Findings include:

• Digital ad supplier efforts to enhance ad offerings in MENA;
• Revenue-generating priorities for emerging ad products and services impacting working media;
• Evolution of ad buyer appetite and rationale for spend decisions on emerging ad formats and channels;
• Expectations for revenue growth and challenge mitigation within the MENA digital ad ecosystem.

To access the full set of results and insights from the Altman Solon 2025 State of Digital Advertising in MENA Study, please visit: https://altmnsol.co/IAB-MENA

For comments or questions email [email protected].