The results of the 2024 Digital Adspend study were released at a member-only event on 12 June 2025. The report, available exclusively to IAB MENA members, includes detailed breakdowns and regional granularity, including estimates on video, social and search.

We routinely refine our methodology to enhance robustness, to reflect changing market realities and update numbers with new information.

For this year, we have enhanced our econometric model to drive greater accuracy and have increased the number of validation sessions through 1:1 and roundtable workshops.

Notable changes to this years report include:

• New insights to remove residual export spend from non-social video and banner display
• Removal of any identified instances of double-counting in Banner Display and non-social video
• Added to the “Display Other” segment to ensure full coverage of retail media display as new vendors have entered the market.

Some highlights from the report include:

• Total MENA Digital Adspend of $6,95B
• YoY Total growth rate of 19,8%
• The MENA region continues to rank in the Top5 EMEA markets by size
• Search continued its above market growth rate at 24,7% driven in part through new entrants, such as Retail Media
• While non-video display grew by only 12,7%, the ‘other’ category that includes Retail Media, Affiliates, Classified and any Unclassified spends, grew 30,4%, driven by Retail Media
• KSA growth rate exceeded regional growth at 23,5%

The full report is available exclusively to members of the IAB MENA.

For comments or questions email [email protected].