Advertising expenditure in the Middle East and North Africa (MENA) is expected to exceed 12 billion U.S. dollars by 2024, up from around 9.2 billion in 2021.

Digital advertising market
Saudi Arabia had the largest digital advertising market in the MENA region in 2020, followed by the United Arab Emirates. Oman had the smallest digital advertising market size among other countries. Egypt led the Middle East and North Africa region (MENA) in digital advertising spending growth in 2021, followed by Morocco and Tunisia. Qatar, Jordan, and Algeria, on the other hand, saw the slowest growth in digital advertising spending. Meanwhile, Lebanon, Oman, and Kuwait decreased digital advertising spending. 

Consumer perspectives on ads in EMEA
According to a survey of app users in Europe, the Middle East, and Africa (EMEA) conducted in the second quarter of 2022, nearly the entire sample reported preferring to encounter ads while browsing their smartphones, followed by watching TV, and 84 percent indicated laptops as their preferred device to encounter online ads. In the same year, the majority of respondents indicated they preferred to interact with online video ads over display or banner ads. In comparison, a lower proportion of respondents reported engaging with pop-up ads while surfing the internet.