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Currently, the advertising sector in the MENA region stands at a pivotal turning point, with three key
trends driving this transformation. Firstly, the dominance of AI and automation is steering us
towards predictive advertising, where brands anticipate consumer needs before they are
expressed. AI-driven personalisation is set to become the norm. Secondly, we are witnessing a
surge in local content production, which is expected to continue strongly with increased
investments in high-quality Arabic content, as platforms and brands acknowledge the demand for
culturally relevant narratives. The third trend is the sustained growth of out-of-home (OOH) and
DOOH advertising, despite digital’s rapid expansion. The physical environment remains powerful
for brand impact and with AI-enhanced targeting, OOH will continue to be a crucial channel.
Overall, the MENA region’s advertising industry is not merely growing, it is transforming
fundamentally. The brands that successfully embrace data, creativity and cultural relevance will be
the ones shaping the future of advertising in the region.

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arabic-content-and-dooh