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Saudi Arabia ing And Advertising Agency Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
Market Report I 2026-02-09 I 120 Pages I Mordor Intelligence
Saudi Arabia Marketing And Advertising Agency Market Analysis
The Saudi Arabia marketing and advertising agency market is expected to grow from USD 3.03 billion in 2025 to USD 3.19 billion in 2026 and is forecast to reach USD 4.14 billion by 2031 at 5.34% CAGR over 2026-2031. Vision 2030's digital-first mandate, the creation of 525 fintech firms, and a USD 500 billion smart-city pipeline are steering budget reallocations from traditional to data-driven formats while preserving a robust out-of-home (OOH) footprint. Full-service networks benefit from large enterprise accounts that still favor integrated contracts, yet specialist shops are scaling quickly on influencer, gaming, and Arabic content briefs. Persistent talent shortages in artificial-intelligence (AI) mar-tech, compliance overhead in a conservative culture, and working-capital pressure from delayed public-sector payments temper the growth trajectory. At the same time, sustained government spending on healthcare, e-commerce, and mega-events injects multi-year visibility into agency pipelines, encouraging steady platform and people investments.
Saudi Arabia Marketing And Advertising Agency Market Trends and Insights
Surge in Digital-Ad Spend Driven by Vision 2030 Transformation
Middle East digital ad outlays quadrupled between 2022 and 2024, with the Kingdom contributing more than half of incremental spending. National ICT turnover reached USD 40.94 billion in 2023 and framed a data infrastructure that obliges ministries to default to online citizen services. The Saudi Data and AI Authority (SDAIA) links 66 Vision 2030 goals to AI implementation, pushing agencies toward advanced analytics offerings. In 2024, over 350 multinational firms established regional headquarters in Riyadh to retain public contracts; each relocation initiated immediate localization and digital-asset demands. Together, sovereign tech investment and mandatory e-government workflows lock in multi-year digital-media growth for the Saudi Arabia marketing and advertising agency market.
Accelerated E-Commerce and Fintech Ecosystem Expansion
Mada card spend hit SAR 14.11 billion (USD 3.76 billion) in February 2024, up 25% year-over-year, sustained by 97% smartphone penetration. National strategy envisions 525 fintech firms and 18,000 jobs by 2030, creating verticals payments, buy-now-pay-later, and open banking that demand rigorous regulatory-compliance messaging. Average annual online basket values have climbed more than 50% since 2023, compelling brands to fund precise performance campaigns. Every new fintech license translates into extensive go-to-market, customer education, and retention briefs that buoy the Saudi Arabia marketing and advertising agency market.
Talent Shortage in Advanced Mar-Tech Skills Constraining Growth
Digital roles represent only 1.7% of GCC employment versus 5.4% in the EU. While female labor participation rose to 35% in 2023, certified AI engineers and data scientists remain scarce. SDAIA's commitment to train 20,000 specialists by 2030 mitigates but does not erase the gap. Competition from sovereign cloud providers and fintechs inflates wages, eroding agency margins and lengthening project timelines.
Other drivers and restraints analyzed in the detailed report include:
SME Sector Marketing Outsourcing AccelerationEntertainment and Sports Mega-Events Marketing PipelineBrand-Safety and Cultural-Fit Compliance Creating Operational Overhead
For complete list of drivers and restraints, kindly check the Table Of Contents.
Segment Analysis
Large enterprises accounted for 66.10% of 2025 billings, anchoring the Saudi Arabia marketing and advertising agency market through multi-year retainers tied to Vision 2030 transformation programs. These accounts typically demand integrated ATL, digital, experiential, and compliance deliverables, justifying enterprise-wide scopes and sustaining the full-service agency tier. SMEs, however, are the growth propellant: their 5.94% CAGR rides on funding reforms, e-commerce legalization, and government procurement allotments.
Between 2026 and 2031, SMEs will inject a cumulative USD 1 billion in fresh annual media spend, steering boutique agencies toward performance-based contracts, influencer management, and light-touch creative-as-a-service models. Such agile propositions position SMEs to chip away at the incumbents' hold, yet the resource-intensive tendering environment keeps the scale advantage with large networks.
Digital advertising secured 61.85% of Saudi Arabia's marketing and advertising agency market size in 2025 on the back of 99% internet penetration and mandatory e-government communications. Search, social, and programmatic video absorb the bulk of spend as ministries migrate citizen outreach online and retailers refine shoppable commerce. Traditional media preserves relevance for mass-reach national campaigns during Hajj, National Day, and mega-events, but its relative weighting continues to fade.
Data- and analytics-led services post the swiftest 6.58% CAGR, reflecting SDAIA's USD 20 billion AI investment blueprint and the rollout of real-time identity platforms such as Nafath. Agencies capable of weaving first-party data, predictive modeling, and privacy-by-design stand to command premium pricing, creating a bifurcation between insight-rich consultative partners and commoditized media buyers.
The Saudi Arabia Marketing and Advertising Agency Market is Segmented by Organization Size (Small and Medium-Sized Enterprises and Large Enterprises), Service Type (Digital Advertising Services, and More), Coverage Model (Full-Service Agencies and Specialist/Boutique Agencies), Communication Channel (Social Media, Search and Performance, and More), and End-User Industry (Technology and Telecom, Healthcare, and More).
List of Companies Covered in this Report:
WPP plc Publicis Groupe SA Omnicom Group Inc. The Interpublic Group of Companies, Inc. Dentsu Group Inc. Havas SA Accenture plc Stagwell Inc. Hakuhodo DY Holdings Inc. TBWA\Worldwide Middle East FZ-LLC Serviceplan Group Middle East FZ-LLC Extend Advertising Company Creative Waves Advertising Company Advertising Ways Company Ltd. WOW Marketing Company UBRAND Advertising Company HyperThink Advertising Production House Anamel Advertising Company 8Points Advertising Company Smart Touch Advertising and Promotion Co. Al Raqi Advertising Agency Co. Crowd Digital Marketing Co.
Additional Benefits:
The market estimate (ME) sheet in Excel format
3 months of analyst support
1 INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET LANDSCAPE
4.1 Market Overview
4.2 Market Drivers
4.2.1 Surge in digital-ad spend (Vision 2030 push)
4.2.2 Accelerated e-commerce and fintech adoption
4.2.3 Growing SME sector outsourcing marketing
4.2.4 Entertainment and sports mega-events pipeline
4.2.5 Data-driven hyper-local targeting demand
4.2.6 Uptick in Arabic gaming-influencer marketing
4.3 Market Restraints
4.3.1 Talent shortage in advanced mar-tech skills
4.3.2 Brand-safety and cultural-fit compliance costs
4.3.3 Rising ad-fraud and viewability concerns
4.3.4 Delayed payments from public-sector clients
4.4 Industry Value Chain Analysis
4.5 Regulatory Landscape
4.6 Technological Outlook
4.7 Porter's Five Forces Analysis
4.7.1 Threat of New Entrants
4.7.2 Bargaining Power of Buyers
4.7.3 Bargaining Power of Suppliers
4.7.4 Threat of Substitutes
4.7.5 Intensity of Competitive Rivalry
4.8 Key Trends Analysis
4.9 Key Base-Indicator Analysis
4.9.1 Advertisement Spending Analysis
4.9.2 Traditional vs Digital Preferences
4.9.3 Saudi Position in Middle East
4.10 Impact of Macroeconomic Factors on the Market
5 MARKET SIZE AND GROWTH FORECASTS (VALUES)
5.1 By Organisation Size
5.1.1 Small and Medium-Sized Enterprises
5.1.2 Large Enterprises
5.2 By Service Type
5.2.1 Digital Advertising Services
5.2.2 Traditional Advertising Services
5.2.3 Integrated Marketing Solutions
5.2.4 Data-and-Analytics-Led Services
5.3 By Coverage Model
5.3.1 Full-Service Agencies
5.3.2 Specialist / Boutique Agencies
5.4 By Communication Channel
5.4.1 Social Media
5.4.2 Search and Performance
5.4.3 Display and Video
5.4.4 Out-of-Home (OOH)
5.4.5 Broadcast TV and Radio
5.4.6 Influencer and Creator Marketing
5.4.7 Experiential / Events
5.5 By End-User Industry
5.5.1 Technology and Telecom
5.5.2 Healthcare
5.5.3 Consumer Goods
5.5.4 Financial Services
5.5.5 Education
5.5.6 Retail and E-commerce
5.5.7 Manufacturing
5.5.8 Media and Entertainment
5.5.9 Government
5.5.10 Automotive
5.5.11 Other End-User Industries
5.6 By Province
5.6.1 Riyadh Province
5.6.2 Makkah Province (including Jeddah)
5.6.3 Eastern Province (Dammam/Khobar)
5.6.4 Rest of Saudi Arabia
6 COMPETITIVE LANDSCAPE
6.1 Market Concentration
6.2 Strategic Moves
6.3 Market Share Analysis
6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
6.4.1 WPP plc
6.4.2 Publicis Groupe SA
6.4.3 Omnicom Group Inc.
6.4.4 The Interpublic Group of Companies, Inc.
6.4.5 Dentsu Group Inc.
6.4.6 Havas SA
6.4.7 Accenture plc
6.4.8 Stagwell Inc.
6.4.9 Hakuhodo DY Holdings Inc.
6.4.10 TBWA\Worldwide Middle East FZ-LLC
6.4.11 Serviceplan Group Middle East FZ-LLC
6.4.12 Extend Advertising Company
6.4.13 Creative Waves Advertising Company
6.4.14 Advertising Ways Company Ltd.
6.4.15 WOW Marketing Company
6.4.16 UBRAND Advertising Company
6.4.17 HyperThink Advertising Production House
6.4.18 Anamel Advertising Company
6.4.19 8Points Advertising Company
6.4.20 Smart Touch Advertising and Promotion Co.
6.4.21 Al Raqi Advertising Agency Co.
6.4.22 Crowd Digital Marketing Co.
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