The Middle East and North Africa (MENA) advertising market is projected to grow by 7 percent in 2026, reaching $8.4 billion, reflecting resilience despite ongoing geopolitical tensions and economic uncertainty, according to WPP Media’s 2026 This Year Next Year Midyear Advertising Forecasts..
The report said the region is likely to experience a challenging first half of the year before witnessing a stronger recovery in the second half, supported by increased advertising demand linked to the FIFA World Cup and an expected easing of geopolitical pressures. The rebound is expected to depend largely on renewed advertiser confidence in sectors such as travel and tourism, real estate, and automotive.
The forecast noted that economic diversification efforts across the region are accelerating changes in the advertising landscape, particularly within the digital economy. While traditional media channels continue to face pressure, investment is increasingly shifting toward commerce media and streaming platforms.
Among advertising segments, commerce media is expected to be the fastest-growing channel, with revenue projected to rise 22.2 percent to $636 million in 2026. The report said the segment is on track to surpass the entire television advertising market in value within the next 12 months.
Search advertising, grouped under the “Intelligence” category, is forecast to account for 18 percent of total advertising revenue in 2026. The report added that Generative Search, though still emerging, is expected to expand significantly, growing from 1 percent of the Intelligence category in 2026 to 20 percent by 2031.
Content-driven channels are projected to generate a combined $5.2 billion in revenue next year, marking annual growth of 6.1 percent. Social and other digital advertising will remain the largest growth driver, reaching $3.9 billion, although its share of overall media investment is expected to decline gradually over the coming years.
Television advertising is expected to face continued challenges, with total TV revenue forecast to decline by 1.9 percent to $849 million. However, streaming advertising is projected to grow by 38.3 percent and is expected to account for 55 percent of all TV advertising revenue by 2030.
The gaming sector is also expected to maintain strong momentum, with advertising billings rising 20 percent year-on-year to $213 million. In the audio segment, terrestrial radio revenue is forecast to fall by 18.9 percent, while digital audio streaming is expected to grow by 6.8 percent.
Traditional print media, including newspapers and magazines, is projected to continue its long-term decline. Out-of-home (OOH) advertising revenue is expected to decrease by 5.2 percent to $874 million due to short-term advertiser caution, while cinema advertising is forecast to grow by 8 percent, reflecting continued recovery and audience engagement.
The report also highlighted the rapid emergence of local retail media platforms as a major trend shaping the region’s advertising market, helping create a more competitive digital ecosystem and contributing significantly to the growth of commerce-focused advertising.
