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The Middle East and North Africa

The MENA region

With the increasing global reach of the internet, and more flexible and intuitive ways of tapping into new and expanding markets, there has never been a better opportunity to explore what advertising in the MENA (Middle East, North Africa) market could do for your company.

And in today’s austere economic climate, with slashed advertising budgets, it is more important than ever to make every dollar count. Here, in plain language, are the main reasons why the outlook for the MENA market is bright.


A growing market

  • Following the recession, 2008 saw advertising revenue fall worldwide. However, advertising spend in the MENA region grew 5.8%
  • In 2010, advertising spend in the MENA countries soared by nearly 25% to over US$13 billion.
  • The MENA region is attracting big name brands, such as Head & Shoulders (Procter and Gamble), who were among the biggest pan-Arab advertisers in 2009.
  • There are over 60 million internet users in the MENA countries, placing them 6th in the world, and offering a cost-effective target group for online advertisers.
  • In terms of online advertising, there are new MENA markets opening up all the time as new technology becomes more widespread. The Levant region is showing particular potential for growth.
  • The eyes of the world will increasingly focus on the MENA market as the 2022 World Cup in Qatar approaches

A lucrative market

  • The MENA market, depending on the countries included, contains over 5% of the world’s population (that’s between 380 and 530 million people); only China and India have a bigger population.
  • Arabic, spoken by 80% of the MENA population is among the top ten languages selected by internet users.
  • The MENA market is a young market, with a third of the population aged 14 years and under.
  • The United Arab Emirates is also among the top ten countries in terms of GDP per capita – above the United States!
  • Qatar has the world’s highest GDP per capita at over 100,000 international dollars per person; its vast oil reserves will ensure output at current levels for more than thirty years.

So, if you’re looking to make a wise decision involving your advertising spend, try a market which has shown significant growth against the odds, with a large and youthful population living in countries which boast living conditions to rival, and sometimes surpass, those in Europe and the United States.