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市場調查報告書
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1693969

中東行銷和廣告代理商市場-市場佔有率分析、產業趨勢和成長預測（2025-2031）

Middle East Marketing and Advertising Agency Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 123 Pages | 商品交期: 2-3個工作天內

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簡介目錄

中東行銷和廣告代理商市場規模預計在 2025 年為 81.8 億美元，預計到 2031 年將達到 107.8 億美元，預測期內（2025-2031 年）的複合年成長率為 4.71%。

中東市場-IMG1

中東正在經歷快速的數位轉型，其特點是智慧型手機和網路使用量的增加。消費行為受到這種變化的嚴重影響，Facebook、Instagram 和 X（以前稱為 Twitter）等社群媒體網站的普及使得企業更加關注數位行銷策略。行銷機構正在適應這種新的數位環境。

關鍵亮點

  • 中東是行動普及率最高的地區之一。如今，任何宣傳活動如果沒有行動廣告（包括簡訊行銷和應用程式內廣告）都是不完整的。為了在客戶選擇的設備上接觸到他們，各機構正在加大對以行動為中心的宣傳活動的投資。良好的行銷策略通常需要透徹了解當地的方言和文化怪癖。有效的定位技術可以幫助代理商與目標客戶建立更深層的聯繫。齋月宣傳活動是體現齋月在穆斯林占多數的地區的重要性的一個常見例子。
  • 中東消費者很快就接受了新技術。擴增實境(AR) 和虛擬實境 (VR) 體驗擴大被融入行銷宣傳活動中，以創造身臨其境且引人入勝的品牌體驗。科技融合的例子是宜家在中東幾個國家設立的虛擬實境展示室。 VR 體驗讓消費者在購買之前可以虛擬探索和體驗宜家產品。這種富有創意的行銷策略吸引了那些重視現代、沉浸式零售環境的中東科技愛好者。
  • 為了滿足產業不斷變化的需求，確保人才是重中之重。為了確保擁有具備最新數位行銷、數據分析和創新內容製作能力的人才，中東的行銷機構正在投資培訓計畫並與教育機構合作。總部位於杜拜的創意實驗室 (創新 Lab) 就是該產業在人才培育方面做出努力的一個例子。該實驗室提供資源、培訓和指導，幫助他們在廣告業取得成功，並成為新興創意人才的培養箱。這些項目有助於在快速變化的行銷和傳播領域培養訓練有素的勞動力和創造力。
  • 中東正在經歷一場快速的數位革命，越來越多的消費者依賴網路管道。社群媒體搜尋引擎行銷和線上展示廣告等數位平台占公司廣告支出的很大一部分。中東人口不斷成長，為企業提供了更廣泛的消費群體。為了打入這個市場，各公司都在大力投資廣告策略，以提高品牌知名度和市場佔有率。
  • 中東行銷和廣告代理商市場具有很大的成長空間，但也存在一些障礙，其中最大的障礙是資金限制以及中小企業對行銷和廣告服務的接受度低。由於油價波動、地緣政治動盪和全球總體經濟狀況等因素造成的周期性景氣衰退，中東地區的企業經常面臨預算緊張的局面。在這樣的景氣衰退時期，行銷和廣告成本往往是首先被考慮和削減的成本。

中東行銷和廣告代理商市場趨勢

中小企業顯著成長

  • 中小型企業的定義是員工人數不超過 250 人、年銷售額不超過 2 億沙烏地里亞爾（約 5,331 萬美元）的公司。預計沙烏地阿拉伯的行銷和廣告代理商市場將整體終端行業廣告支出增加的推動。由於影片和行動廣告趨勢的興起，廣告投資的增加對沙烏地阿拉伯行銷和廣告代理商的市場發展做出了巨大貢獻。
  • 社群媒體平台的興起對於塑造沙烏地阿拉伯的消費行為至關重要。消費者透過社群媒體平台與品牌和有影響力的人互動，進行產品研究、評論和推薦。因此，響應不斷變化的消費者偏好對於市場相關人員增加競爭力和滿足客戶不斷變化的需求至關重要。
  • 沙烏地阿拉伯的中小企業正在擁抱數位轉型和創新技術。人工智慧、區塊鏈和物聯網等新興技術正在增強中小企業的業務營運。此外，數位技術徹底改變了該國的廣告格局。
  • 根據沙烏地阿拉伯中小企業總局（Monsha'at）的報告，2023年沙烏地阿拉伯王國的中小企業數量與2022年第四季相比大幅增加了4.8%。報告進一步顯示，2023年第一季，全國新推出了88,858新業務，其中利雅德佔41.4%，麥加佔18.1%，東部省佔11.1%，其他城市佔28.6%。預計這將刺激旅遊、電子商務、零售、食品飲料和金融科技等關鍵行業的新成長。由於電子商務銷售額的成長，所研究的市場預計將變得更加活躍。
  • 作為「2030 年願景」目標的一部分，中小企業部門的目標是到 2030 年國內生產總值貢獻 35%。透過公共和私人投資以及機構​​間的獨特夥伴關係，「2030願景」將把該國的廣告業定位為提升國家文化、經濟和社會轉型的關鍵組成部分。沙烏地阿拉伯的廣告業正在經歷指數級成長，吸引了許多本地和國際機構，並增加了對擴大其能力的投資需求。這種激增也導致該國出現了大量獨立的行銷和廣告機構。
  • 「2030願景」也旨在減少沙烏地阿拉伯對其主要經濟引擎石油的嚴重依賴。由於這些改革，沙烏地阿拉伯擁有最高的年經濟成長率之一，年輕人口熱衷於數位科技和社群媒體。這為行銷和廣告公司以及新興企業提供了無限的機會和成長潛力。此外，為促進創業，沙烏地阿拉伯商務部在2022年登記了314,500家公司和機構進行商業登記。利雅德擁有最多的註冊企業，是商業環境中創業精神最強的城市，其中大多數活躍於廣告業。

利雅德經濟強勁成長

  • 利雅德是沙烏地阿拉伯的首都和最大城市，正在引領該國的數位革命。王儲穆罕默德·本·薩勒曼的「沙烏地阿拉伯2030願景」經濟多元化計畫可能會對行銷和廣告業產生重大影響。
  • 此外，包括利雅德在內的沙烏地阿拉伯是世界上社群媒體普及率最高的國家之一。由於其極高的受歡迎程度，Snapchat、Instagram、Twitter 和 YouTube 等平台對於任何行銷宣傳活動都至關重要。
  • 在利雅德，有影響力的行銷取得了巨大的成功，因為有影響力的人對顧客偏好有著巨大的影響力。利雅德是時尚、旅遊、科技和生活風格等各行各業影響力人士的聚集地。品牌利用這些影響者與特定目標市場建立聯繫。例如，像阿卜杜勒阿齊茲·巴茲 (Abdulaziz Baz) 這樣的有影響力的人物在利雅德已經相當出名。許多品牌，尤其是時尚和生活方式領域的品牌，都與他合作進行促銷活動。例如，一家位於利雅德的時裝公司可以與 Abdulaziz Baz 合作推出其最新系列，並吸引更多潛在買家。
  • 利雅德擁有多元化的人口，因此行銷機構在進行宣傳活動時必須考慮文化敏感度。為了與目標受眾建立聯繫，廣告經常融入當地的傳統、價值觀和儀式。尊重和認可沙烏地阿拉伯文化的企業更有可能與利雅德的消費者建立牢固、信任的關係。例如，聯合國開發計畫署表示，到2030年，利雅德的人口將達到790萬人。

中東行銷與廣告代理商市場概覽

該地區擁有眾多領先的國際廣告公司，例如 Impact Creative Waves、Extend The Ad Network、Creative Habbar 和 Advertising Ways Company。儘管市場正在整合，但各大代理商仍在零售、科技和金融等多個領域爭奪大額交易。近年來，影響者行銷越來越受歡迎，影響者文化在中東地區蓬勃發展。特別是在電子商務產業，由於網路購物的擴張，對數位行銷服務的需求正在激增。

  • 2023年10月，主要企業贏得了Remat Al-Riyadh Development提案的在利雅德安裝、營運和維護戶外廣告看板的計劃。作為計劃的一部分，透過與公共投資基金公司沙烏地阿拉伯人工智慧公司（SCAI）合作，該城市將轉變為一個數位化、創新和永續發展的地區。
  • 2023 年 6 月，數位能力開發公司 AstroLabs 和 TikTok 關閉了其旗艦合作夥伴計劃，以支援沙烏地阿拉伯的中小企業。 TikTok 與 AstroLabs 合作，有效地為小型企業提供在數位時代進行廣告宣傳和取得成功的知識和工具。 AstroLabs 與 TikTok 的合作將支持小型企業進行數位轉型，並將尖端廣告工具交給當地小型企業。

其他福利

  • Excel 格式的市場預測 (ME) 表
  • 3個月的分析師支持

目錄

第1章 引言

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概覽
  • 市場估計和預測
  • 產業價值鏈分析
  • 主要趨勢分析
  • 關鍵指標分析

第5章市場動態

  • 市場促進因素
    • 組織廣告支出增加，導致外包給廣告代理商
    • 加強行銷策略整合，將其作為中東主要國家成長策略的一部分
  • 市場問題
    • 預算限制和中小企業缺乏滲透是障礙
  • 中東地區的關鍵創新與舉措

第6章市場區隔

  • 按組織規模
    • 中小型企業
    • 大型企業
  • 按目標範圍
    • 全方位服務
    • 專業技能
  • 按最終用戶部門
    • 公共部門
    • 私部門
  • 按地區-沙烏地阿拉伯
    • 利雅得
    • 吉達
    • 達曼
  • 按最終用戶產業
    • 科技與通訊
    • 醫療保健
    • 消費品
    • 金融服務
    • 教育
    • 零售與電子商務
    • 製造業
    • 媒體娛樂
    • 政府
    • 車
    • 旅行
    • 其他

第7章競爭格局

  • 公司簡介
    • Creative Waves
    • Extend The Ad Network
    • Creative Habbar
    • Advertising Ways Company
    • The Interpublic Group of Companies Inc.
    • Publicis Groupe
    • WPP Plc
    • Omnicom Group Inc.
    • Accenture Song（Accenture PLC）
    • Havas Saudi Arabia（Vivendi）
    • Dentsu KSA（Dentsu Group Inc.）

第8章：未來市場展望

簡介目錄
Product Code: 50001449

The Middle East Marketing and Advertising Agency Market size is estimated at USD 8.18 billion in 2025, and is expected to reach USD 10.78 billion by 2031, at a CAGR of 4.71% during the forecast period (2025-2031).

Middle East Market - IMG1

The Middle East has experienced a swift digital shift characterized by a rise in smartphone and Internet usage. Consumer behavior has been significantly impacted by this change, which has prompted businesses to concentrate more on digital marketing tactics due to the widespread use of social media sites like Facebook, Instagram, and X (formerly Twitter). Marketing agencies are changing to fit in this new digital environment.

Key Highlights

  • The Middle East has one of the highest rates of mobile penetration. Campaigns now cannot function without mobile advertising, which includes SMS marketing and in-app advertisements. In order to reach customers on their chosen devices, agencies are investing more and more in mobile-centric campaigns. Good marketing strategies frequently require a thorough comprehension of regional dialects and cultural quirks. Effective location techniques help agencies connect with their target audience more deeply. Ramadan promotions are a common example of how the month is significant in the region where Muslims predominate.
  • Consumers in the Middle East are quick to accept new technologies. In order to create immersive and captivating brand experiences, augmented reality (AR) and virtual reality (VR) experiences are increasingly being included in marketing campaigns. One instance of technological integration is the virtual reality showroom that IKEA has set up in several Middle Eastern nations. Before making a purchase, shoppers may virtually explore and engage with IKEA products due to the VR experience. This creative marketing strategy appeals to tech-savvy Middle Eastern customers who value modern and immersive retail environments.
  • Building a competent workforce is a priority in order to satisfy the industry's changing demands. To ensure that its talent pool has the newest capabilities in digital marketing, data analytics, and creative content creation, marketing agencies in the Middle East are investing in training programs and forming collaborations with educational institutions. An illustration of industry efforts in talent development is the Dubai-based creative lab. With resources, training, and coaching to help them thrive in the advertising profession, it acts as an incubator for upcoming creatives. These kinds of programs support the development of a trained labor force and creativity in the quickly changing field of marketing and communication.
  • The Middle East is undergoing a swift digital revolution as a growing proportion of its consumers depend on Internet channels. Digital platforms such as social media search engine marketing and online display advertising receive a large share of organizations' advertising spending. The population in the Middle East is growing, giving firms access to a wider consumer base. Organizations are spending on aggressive advertising strategies to increase brand awareness and market share to enter into this market.
  • Although the Middle Eastern market for marketing and advertising agencies has a lot of room to grow, there are several obstacles in the way, chief among them being financial limitations and the low uptake of marketing and advertising services by smaller businesses. Enterprises in the Middle East frequently face tighter budgets as a result of periodic economic downturns brought on by variables, including shifting oil prices, geopolitical unrest, and general global economic conditions. One of the first things to be examined and reduced during one of these downturns is marketing and advertising spending.

Middle East Marketing and Advertising Agency Market Trends

Small and Medium Enterprises to Witness Significant Growth

  • SMEs are enterprises that have an employee size of less than 250 employees and annual revenue of less than SAR 200 million (~USD 53.31 million). Increased advertisement spending across end-use industry verticals is expected to drive the demand for the marketing and advertising agencies market in Saudi Arabia. An increase in ad investment owing to the rising trends of video and mobile ads is a significant contributor to the development of marketing and advertising agencies in Saudi Arabia.
  • The rise in social media platforms is essential in shaping consumer behavior in the country. Consumers engage with brands and influencers across social media platforms for product research, reviews, and recommendations. As a result, adapting to evolving consumer preferences is essential for market players to gain a competitive edge and meet customers' changing needs.
  • Small- and medium-sized enterprises (SMEs) in Saudi Arabia are embracing digital transformation and innovative technology. Emerging technologies such as AI, blockchain, and the Internet of Things (IoT) enhance the SME's business operations. Further, digital technologies have revolutionized the advertising landscape in the country.
  • According to the Small and Medium Enterprises General Authority (Monsha'at) report, Small- and medium-sized enterprises in the Kingdom of Saudi Arabia reflected a 4.8% surge in 2023 compared to the final quarter of 2022. The report further revealed that 88,858 new businesses were launched across the country in the first quarter of 2023. Riyadh was home to 41.4%, followed by Makkah at 18.1%, the Eastern Province at 11.1%, and the other cities for 28.6% of the total SMEs in Saudi Arabia. This is anticipated to spur new growth across critical sectors such as tourism, e-commerce, retail, food and beverage, and fintech. The growing e-commerce sales are expected to boost the market studied.
  • The SME sector aims to contribute 35% of the gross domestic product by 2030 as part of the Vision 2030 goals. Vision 2030 elevates the country's advertising sector, making it a vital component of the cultural, economic, and social transformation through a unique partnership between public and private investments and agencies. The advertising sector in Saudi Arabia is witnessing an exponential rise in growth and demand within both local and global agencies to converge and invest in expanding their capacity. This surge has also led to the emergence of numerous independent marketing and advertising agencies in the country.
  • Vision 2030 also aims to reduce Saudi Arabia's over-dependence on oil as the main economic driver. As a result of these reforms, Saudi Arabia boasts the highest annual economic growth rate and possesses a young demographic that prefers digital technology and social media. Therefore, marketing and advertising enterprises and startups have access to limitless opportunities and growth potential. Additionally, to boost entrepreneurship, the Saudi Arabian Ministry of Commerce issued 314,500 commercial registrations for firms and establishments in 2022. Riyadh led the most commercial registrations, making it the city with the most emerging entrepreneurs in the business landscape, most of whom operate within the advertising sector.

Riyadh to Witness Major Growth

  • Saudi Arabia's capital and largest city, Riyadh, is leading the nation's digital revolution. The marketing and advertising industry will be greatly impacted by Crown Prince Mohammed bin Salman's Saudi Vision 2030 plan, which intends to diversify the economy.
  • Moreover, Saudi Arabia, which includes Riyadh, has one of the highest rates of social media adoption worldwide. Because of their enormous popularity, platforms like Snapchat, Instagram, Twitter, and YouTube are essential for marketing campaigns.
  • In Riyadh, influencers have a big impact on customer preferences, making influencer marketing quite successful. Influencers from a variety of industries, including fashion, tourism, technology, and lifestyle, may be found in Riyadh. These influencers are used by brands to establish a connection with particular target markets. For instance, influencers such as Abdulaziz Baz have become quite well-known in Riyadh. Brands work with him on promotional initiatives, particularly in the fashion and lifestyle domains. For example, a fashion firm with headquarters in Riyadh elaborates with Abdulaziz Baz to present its most recent collection, which would reach a large number of prospective buyers.
  • Due to the diverse population in Riyadh, marketing agencies must take cultural sensitivity into account while creating campaigns. In order to connect with the intended audience, advertisements frequently incorporate regional traditions, values, and rituals. Companies that are cognizant of in respectful of Saudi culture have a greater chance of establishing a strong rapport with Riyadh consumers. For instance, UNDP indicate that by 2030, the population of Riyadh will reach 7.9 million residents.

Middle East Marketing and Advertising Agency Market Overview

There is a notable presence of major international advertising firms in the area, including Impact Creative Waves, Extend The Ad Network, Creative Habbar, and Advertising Ways Company. Although the market is consolidated, agencies are fighting it out for big accounts in various sectors like retail, technology, and finance. Influencer marketing has been more popular in recent years, and the Middle East has a thriving influencer culture. The e-commerce industry, in particular, is seeing a surge in demand for digital marketing services due to the growth of online purchasing.

  • October 2023: Saudi Arabia's one of the leading out-of-home advertising firms, AlArabia Outdoor Advertising, won a project proposed by Remat Al-Riyadh Development company to establish, operate, and maintain outdoor advertising billboards in Riyadh. The city will be transformed into a digital, innovative, and sustainable region, achieved through an alliance with the Saudi Artificial Intelligence Company (SCAI), one of the Public Investment Fund companies, as a part of the project.
  • June 2023: AstroLabs, a digital capability-building company, and TikTok concluded their flagship partner program supporting small- and medium-sized businesses in Saudi Arabia. TikTok partnered with AstroLabs to effectively equip small and medium enterprises with the knowledge and tools to advertise and thrive in the digital era. AstroLabs' partnership with TikTok will support the digital transformation efforts of SME businesses, bringing cutting-edge advertising tools to the fingertips of local SMBs.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Market Size Estimates and Forecasts
  • 4.3 Industry Value Chain Analysis
  • 4.4 Key Trends Analysis
  • 4.5 Key Base Indicator Analysis

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increased Advertisement Spending of Organizations Leading to Outsourcing to Advertising Agency
    • 5.1.2 Increased Integration of Marketing Strategies as Part of Growth Strategies in Key Middle East Countries
  • 5.2 Market Challenges
    • 5.2.1 Budgetary Constraints and Lack of Penetration Amongst Smaller Companies Act as a Barrier
  • 5.3 Key Technological Innovations and Initiatives in the Middle East

6 MARKET SEGMENTATION

  • 6.1 By Organization Size
    • 6.1.1 Small and Medium-sized Enterprises
    • 6.1.2 Large Enterprises
  • 6.2 By Coverage
    • 6.2.1 Full-Service
    • 6.2.2 Specialized Capabilities
  • 6.3 By End-user Sector
    • 6.3.1 Public and Institutional
    • 6.3.2 Private Enterprises
  • 6.4 By Region - Saudi Arabia
    • 6.4.1 Riyadh
    • 6.4.2 Jeddah
    • 6.4.3 Dammam
  • 6.5 By End-user Industry
    • 6.5.1 Technology and Telecom
    • 6.5.2 Healthcare
    • 6.5.3 Consumer Goods
    • 6.5.4 Financial Services
    • 6.5.5 Education
    • 6.5.6 Retail and E-commerce
    • 6.5.7 Manufacturing
    • 6.5.8 Media and Entertainment
    • 6.5.9 Government
    • 6.5.10 Automotive
    • 6.5.11 Travel
    • 6.5.12 Other End-user Industries

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Creative Waves
    • 7.1.2 Extend The Ad Network
    • 7.1.3 Creative Habbar
    • 7.1.4 Advertising Ways Company
    • 7.1.5 The Interpublic Group of Companies Inc.
    • 7.1.6 Publicis Groupe
    • 7.1.7 WPP Plc
    • 7.1.8 Omnicom Group Inc.
    • 7.1.9 Accenture Song (Accenture PLC)
    • 7.1.10 Havas Saudi Arabia (Vivendi)
    • 7.1.11 Dentsu KSA (Dentsu Group Inc.)

8 FUTURE OUTLOOK OF THE MARKET