SRMG Media Solutions (SMS), the commercial and advertising arm of Saudi Research and Media Group (SRMG), has signed a commercial agreement with TikTok to provide brands and agencies in Saudi Arabia with a single access point for TikTok advertising alongside SRMG’s media portfolio.
Under the agreement, SMS will serve as an official TikTok Advertising Sales Partner in Saudi Arabia, offering services including campaign planning, activation, optimisation, measurement and performance support.
The partnership allows advertisers to run integrated campaigns across TikTok and SRMG-owned media platforms through a single commercial arrangement. Brands will also be able to combine TikTok advertising with SRMG’s portfolio of news, business, sports, lifestyle and entertainment brands, creator networks and exclusive sports properties.
The agreement builds on the existing relationship between TikTok and SRMG, which previously focused on creators, content development and audience engagement, and now expands into advertising sales and campaign execution.
According to SRMG, its media portfolio reaches more than 270 million people across the Middle East and North Africa through over 25 media brands. The company said it delivered more than 3,900 campaigns for over 600 advertisers in 2025.
Commenting on the partnership, Nedaa Almubarak, Chief Executive Officer of SRMG Media Solutions, said: “Advertisers no longer need to choose between platform reach and premium media environments. Through a single commercial relationship, brands can now access TikTok’s advertising capabilities alongside the region’s largest media ecosystem. By bringing together platform scale, trusted content, engaged communities, creators and exclusive rights properties, we are creating a new model for integrated advertising in Saudi Arabia.”
The announcement comes as Saudi Arabia’s digital advertising market continues to expand, with industry forecasts projecting spending in the Kingdom to grow to US$4.68 billion in 2026 and approach US$8 billion by 2029.
