4 Steps to Digital Ad Growth in the Middle East & North Africa

Altman Solon is the largest global TMT consulting firm with expertise in media consulting. In the following insight, we share findings from a survey conducted in collaboration with IAB MENA, which sheds light on digital ad spending trends in the Middle East and North Africa (MENA) region.

Collaborating with IAB MENA, the thought leader of the interactive marketing and advertising industry in the Middle East and North Africa, Altman Solon has produced an in-depth study that analyzes digital advertising investment sentiment and related trends in the region.

This joint study contains key findings from the Altman Solon 2025 State of Digital Advertising in MENA Study and was released to members at the IAB MENA Growth Summit on April 10. The study explores and compares the investment rationales and expectations of MENA-based digital ad buyers and suppliers.

The report's 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  

Please complete the form below for the full report on digital ad investment sentiment in MENA.

Altman Solon’s 2025 State of Digital Advertising in MENA Study

The findings were unveiled at the event by Associate Partner Daniel Weinbaum, IAB MENA Executive Director Ian Manning, and Michel Malkoun, Chair of the Board of Directors of IAB MENA and Chief Growth Officer at Choueiri Group. The survey of approximately 300 MENA senior marketing leaders, ad agency executives, and digital ad suppliers was conducted from October 2024 until February 2025.