The advertising landscape in the Gulf Cooperation Council (GCC) is evolving rapidly, shaped by digital innovation, youthful demographics, and cultural diversity. As we move deeper into 2025, here are essential insights for marketers and businesses looking to navigate this dynamic region.
💡
View latest insights compiled by Masscom Research team here , now you can read it in multiple languages by clicking the translate function
Pan-GCC Trends:
- Digital Dominance: With near-universal internet penetration and extremely high social media adoption, digital-first strategies are no longer optional—they are essential.
- Mobile-First Consumers: The GCC sees mobile penetration rates often exceeding 100%, underscoring mobile as the primary medium for content consumption and engagement.
- Influencer Marketing: Influencers continue to grow in prominence, particularly micro-influencers who drive authentic engagement.
- Growth of Programmatic and DOOH: Digital Out-of-Home (DOOH) advertising and programmatic buying are quickly becoming the norm, offering real-time engagement opportunities.
- Sustainability Messaging: Advertisers increasingly highlight sustainability, reflecting consumer and governmental priorities.
Media Consumption Patterns:
- Streaming and OTT: Traditional TV viewership is declining, making way for platforms like Netflix, Shahid, and YouTube, redefining how audiences consume video content.
- Esports and Gaming: Gaming is booming, particularly among youth, with Saudi Arabia leading the way in esports advertising.
- Podcast and Digital Audio: The growth of podcasts and audio streaming is reshaping radio advertising, particularly in Saudi Arabia and the UAE.
- Cinema Revival: Cinema advertising is experiencing strong growth, notably in Saudi Arabia post-reopening.
Country-specific Insights:
- UAE: Continues as the luxury and retail advertising hub, with high per capita spend, strong influencer culture, and innovation in digital media.
- Saudi Arabia: Leads regional advertising growth driven by youthful demographics, cinema growth, esports enthusiasm, and government-backed Vision 2030 initiatives.
- Qatar: Sports-oriented post-World Cup media landscape, with innovative digital advertising and heavy international visibility via platforms like Al Jazeera and beIN Sports.
- Kuwait: Dominated by culturally localized campaigns and highly interactive social media marketing.
- Oman: Gradually shifting from traditional media to digital, with rising digital tourism marketing.
- Bahrain: Highly connected, finance-driven advertising scene, serving as a testbed for innovative media strategies.
Preparing for the Future:
To succeed in the GCC, advertisers must prioritize culturally relevant, digitally optimized, and youth-focused campaigns. Leveraging new media formats, sustainable messaging, and data-driven personalization will ensure brands remain impactful in this vibrant and evolving market.
Stay tuned for more insights and updates on the dynamic GCC media landscape.
