Across the Middle East, digital advertising is undergoing a profound transformation. The rise of Connected TV (CTV), Retail Media Networks (RMNs), and more integrated omnichannel strategies is forcing brands to rethink how they engage with consumers. But amid evolving privacy regulations, shifting consumer behaviours, and unpredictable platform dynamics, one truth remains constant: no brand can build a sustainable digital strategy on borrowed ground.
In the Gulf, the speed of digital adoption has been nothing short of extraordinary. Yet even among neighbouring countries, there are notable differences in digital behaviour. According to Global Media Insight, internet penetration in both the UAE and Saudi Arabia stands at a staggering 99%. That translates to 10.14 million connected individuals in the UAE and 37.1 million in Saudi Arabia—audiences that are not only connected, but deeply engaged with social media. In the UAE, Facebook, Instagram, and TikTok lead the pack, while in Saudi Arabia, users are more inclined towards Instagram, TikTok, and Snapchat.
This divergence alone underscores the danger of platform dependence. What works in one market may fall flat in another. Advertisers that anchor their strategy to a single channel run the risk of being at the mercy of algorithms, policy changes, or consumer migration—forces entirely beyond their control.
The volatility of digital real estate
We’ve seen this story play out repeatedly. Whether it was Facebook’s decline in organic reach or the sudden drop-off in platforms like Clubhouse, brands that put all their energy into one platform often find themselves scrambling when the rules change. Social platforms are extraordinary discovery engines, but they are also unpredictable. Algorithms evolve, formats are retired, and new favourites emerge.
Even creators, who depend heavily on specific platforms to build their followings, understand this risk. Many, like regional favourites Kris Fade and Khalid Al Ameri, have wisely expanded their content across platforms. Whether it’s Instagram Reels, YouTube, TikTok, or newsletters, they’ve diversified their digital presence to stay connected to their audiences, no matter where the algorithmic winds blow.
The lesson for brands is clear: just as a savvy investor wouldn’t pour their entire portfolio into a single stock, advertisers must diversify to protect against volatility. It’s not about abandoning social. It’s about ensuring it’s one pillar of a broader, more resilient strategy.
Rethinking media like an investor
To future-proof their marketing strategies, Middle East advertisers should approach media planning with an investor’s mindset. Diversification across owned, earned, and paid media is essential. This includes developing robust owned assets like websites, mobile apps, and email databases. These are all channels where brands retain full control over the customer experience.
Mobile apps, in particular, represent an untapped opportunity for many regional retailers. These platforms offer higher engagement, better retention, and a direct line to the consumer. With the right app strategy, brands can bridge the physical and digital domains. This is something that’s especially powerful in a region where in-store retail still plays a dominant role.
Retailers in the Gulf are uniquely positioned here. Physical presence is not only alive and well, it’s an advantage. From digital signage and loyalty QR codes to in-store AR/VR installations and holographic displays, brands can use their own media environments to enhance the customer journey. An effective app can tie this all together, creating seamless experiences that span both online and offline interactions.
Retailers must play the long game
Recent trends in app usage also suggest that consumers are ready for more immersive digital experiences. In early 2025, app installs surged by 44% compared to the start of the year—demonstrating renewed appetite for mobile-first engagement.
But again, long-term success hinges on balance. Retailers that use user-generated content (UGC) to extend their reach, but also invest in data-driven personalisation, stand to gain the most. Social discovery can be a powerful top-of-funnel tool, but converting interest into sales requires seamless commerce journeys and personalised offers, whether in-app, in-store, or both.
Moreover, as third-party cookies phase out, first-party data becomes every bit as valuable as prime retail real estate. Regional players who collect insights through loyalty programmes, mobile engagement, and CRM tools will be in a much stronger position to adapt to changing regulations and consumer expectations.
The road ahead: Agility is your biggest asset
No one can say with certainty which platform will dominate the next decade of social commerce. But that’s not the point. The key is to remain agile. Be ready to pivot, experiment, and adapt quickly as the landscape shifts.
By diversifying their media mix, integrating owned and paid strategies, and tapping into the unique opportunities offered by their physical presence, Middle East advertisers can take back control. Instead of chasing the next viral trend, they can build enduring relationships with customers based on trust, relevance, and experience.
After all, in a market as fast-moving as this one, being prepared isn’t just smart, it’s essential.
