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市场调查报告书
商品编码
1911800

中东行销和广告代理商市场：市场份额分析、行业趋势、统计数据和成长预测（2026-2031 年）

Middle East Mareketing And Advertising Agency Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 123 Pages | 商品交期: 2-3个工作天内

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简介目录

2025年中东行销和广告代理商市场价值为81.8亿美元，预计到2031年将达到107.6亿美元，高于2026年的85.6亿美元。

预计在预测期（2026-2031 年）内，复合年增长率将达到 4.67%。

中东行销与广告代理商市场-IMG1

这项成长源自于沙乌地阿拉伯和阿联酋主导的经济多元化措施、NEOM和利雅德世博会2030等大型企划，以及数位媒体的快速普及，后者正在重塑传统通路和线上通路的消费模式。 89%的游戏参与率和电竞生态系统的兴起正在拓展收入来源，同时，75%的海湾合作委员会（GCC）企业已采用生成式人工智慧工具，预计这些工具每年将创造210亿至350亿美元的经济产值。全球控股公司的整合，加上区域独立公司两位数的成长，加剧了竞争格局，并加速了技术投资。同时，中小企业的预算限制和不断扩大的内部团队限制了代理商的短期收入，这为能够展现文化适应性和可衡量投资回报率的服务供应商创造了一个复杂但充满机会的市场环境。

中东行销及广告代理商市场趋势及洞察

海湾合作委员会企业数位广告支出不断成长

预计海湾合作委员会（GCC）企业将在2022年在数位广告领域投资55亿美元，到2024年将达到255亿美元，其中沙乌地阿拉伯将占这一成长的58%。广告公司正积极因应这一趋势，扩大其程式化购买和联网电视（CTV）提案。电通在该地区推出的首个CTV市场，与开放式交易平台相比，在关注度得分和可见度方面分别提升了18%和17%。串流媒体正逐渐成为主流，阿联酋65%的居住者每天都会观看联网电视，这迫使行销人员重新思考跨平台归因策略。随着隐私法规的收紧，第三方Cookie的价值降低，第一方资料正成为广告公司的关键资产。这些因素相互交织，促使客户优先考虑能够提供可衡量结果并直接转化为收入成长的数位行销专家。

政府主导的经济多元化（沙乌地阿拉伯和阿拉伯联合大公国的「2030愿景」）

沙乌地阿拉伯「2030愿景」计画在2023年创造沙币亿沙乌地里亚尔的非石油收入，并向旅游业投资1兆美元，目标是到2030年每年吸引1亿游客。为推广诸如耗资5000亿美元的NEOM新城开发项目和2030年利雅得世博会等计划，沙乌地阿拉伯政府开展的营销活动持续推动目的地品牌推广、国际媒体关係和文化叙事等广告业务的发展，从而对广告公司的需求不断增长。阿卢拉的旅游推广计画旨在每年吸引200万游客，并为当地GDP贡献319亿美元，显示小众文化定位如何赢得全球认可。阿联酋的类似计画以杜拜申办2020年世博会和阿布达比文化中心为核心，正在加大对体验式数位叙事的投入。政府主导的经济多元化，加上长期合约和预算确定性，可望成为2030年推动经济发展的结构性且影响深远的因素。

中小企业的预算限制

儘管数位化势在必行，但该地区约有43%的中小企业在上个财年削减了行销支出。阿联酋的一项调查发现，儘管与客户保持频繁联繫，中小企业仍将行销支出置于营运费用之下。像Pemo这样的支出管理金融科技公司能够自动追踪费用，使代理商能够更好地展示投资回报率，但传统企业主的接受度仍然有限​​。通货膨胀和供应链波动导致中小企业优先考虑短期促销，而非可持续的品牌建立。因此，代理商正在尝试订阅模式和自助服务仪表板，以在预算缩减时期保持与中小企业客户的互动。

细分市场分析

在中东行销和广告代理商市场，到2025年，纯数位代理商将占总收入的45.80%，这表明数据驱动的媒体、社群电商和程式化采购如今已成为大多数宣传活动策划的基础。虽然人工智慧驱动的创新工作室在同年的收入基数小规模，但预计到2031年，其复合年增长率将达到12.15%，这主要得益于生成式人工智慧工具的推动，这些工具能够自动产生创意、进行版本控制和优化效果。全方位服务代理商透过统筹NEOM和阿布达比文化区等计划的全通路项目，维持着稳固的市场地位。媒体采购策划专家正乘着联网电视的东风蓬勃发展，阿联酋65%的居民每天都在使用串流媒体服务。同时，创新和品牌专家正在将与「2030愿景」相契合的高端旅游和文化遗产宣传活动商业化。当公共部门组织需要就多元化策略达成相关人员共识时，公关和声誉专家则发挥关键作用。业务营运的多元化正促使一家控股公司管理同一提案下的多个品牌，凸显了整合行销与专业化之间界线的模糊性。科技投资的重要性日益凸显：阳狮集团将在三年内投资3亿美元用于人工智慧工具，而WPP集团每年将投入2.5亿美元，加剧了该地区专有行销技术（MarTech）领域的竞争。在预测期内，人工智慧辅助的工作流程效率可能会压缩独立利润率，但有望透过支援以往因成本过高而无法规模化的小规模宣传活动，从而提高整体收益。

从历史上看，纯粹的数位参与企业已经从社群媒体社群管理者发展成为提供端到端成长服务的合作伙伴，为客户资料平台、伺服器端标籤和隐私保护定向等提供咨询。合规压力与机会并存。阿联酋国家媒体委员会要求透明揭露创作者讯息，沙乌地阿拉伯监管机构禁止违反伊斯兰教义的图像，因此，双语能力和文化敏感度成为重要的战略差异化因素。将管治融入创新流程的公司可以将监管障碍转化为客户维繫优势，尤其是在跨国广告商担忧声誉风险的情况下。

到2025年，大型企业将占据中东行销和广告代理商市场56.30%的份额，主要得益于旅游、电信和金融业的大笔预算。复杂的合规要求和跨境企业发展促使企业倾向于建立全方位、「负责型」的合作关係，此类合作关係通常以多年期综合服务协议的形式签订。然而，随着金融科技赋能的费用自动化和自助式广告平台降低了进入门槛，预计到2031年，中小企业市场将以8.96%的复合年增长率成长。订阅式服务费、绩效导向薪资模式和白牌控制面板的兴起，吸引了那些对不透明的固定费用持谨慎态度的企业家。预先整合Pemo等支出管理工具的代理商可以即时视觉化投资回报率，并为其收费结构提供合理的依据。生活风格、食品饮料和内容创作者电商领域展现出最大的成长潜力，在这些领域，即使预算不足5万美元，以在地化视角讲述故事也能显着提升销售额。同时，通货膨胀和供应链的不确定性仍然导致 43% 的中小企业将品牌建设搁置一边，转而进行短期促销，这意味着代理商需要证明其在战术和战略工作范围上的柔软性。

未来，2030愿景的供应商发展基金和巴林的Tamkeen津贴可能会扩大行销资金投入，尤其是在公共部门旗舰计划需要本地供应链参与的情况下。此举将使中小企业从规避风险的价格谈判者转变为生态系统合作伙伴，以共同创新模式和测试平台。这种转变可能会将市占率从B2C消费品转向B2B技术服务。

其他福利

  • Excel格式的市场预测（ME）表
  • 3个月的分析师支持

目录

第一章 引言

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章 市场情势

  • 市场概览
  • 市场驱动因素
    • 海湾合作委员会地区企业数位广告支出不断成长
    • 政府主导的产业多元化（沙乌地阿拉伯和阿拉伯联合大公国的「2030愿景」）
    • 社群媒体和行动装置的普及率飙升
    • 电子商务中效果行销的快速成长
    • 电子竞技和游戏赞助招募现况（低调）
    • 大型活动旅游（NEOM、2030年世博会）（兴趣不高）
  • 市场限制
    • 中小企业的预算限制
    • 内部行销职能
    • 缺乏双语、数据驱动创新人才（这是一个代表性不足的问题）
    • 严格监管文化内容（一个低调的问题）
  • 产业价值链分析
  • 监管环境
  • 技术展望（人工智慧创新、行销技术、客户数据平台）
  • 波特五力分析
    • 新进入者的威胁
    • 买方的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争对手之间的竞争

第五章 市场规模与成长预测

  • 按服务类型
    • 全方位服务机构
    • 数位专业机构
    • 媒体采购与规划
    • 创新和品牌代理商公司
    • 公共关係与声誉管理
  • 按组织规模
    • 中小企业（员工人数250人或以下）
    • 大型公司（员工超过250人）
  • 按覆盖模型
    • 全方位服务合约
    • 专业/最佳组合合约
  • 按最终用户产业
    • 公共/机构
    • 私人公司
  • 按地区
    • 沙乌地阿拉伯
      • 利雅得
      • 吉达
      • 达曼
    • 阿拉伯聯合大公国
      • 杜拜
      • 阿布达比
    • 卡达
    • 科威特
    • 巴林
    • 阿曼

第六章 竞争情势

  • 市场集中度
  • 策略趋势
  • 市占率分析
  • 公司简介
    • WPP plc
    • Publicis Groupe
    • Omnicom Group Inc.
    • Interpublic Group（IPG）
    • Accenture Song
    • Dentsu Group Inc.
    • Havas Middle East（Vivendi）
    • Creative Waves
    • Extend The Ad Network
    • Creative Habbar
    • Advertising Ways Co.
    • FP7 McCann
    • Memac Ogilvy
    • Horizon FCB
    • TBWA\RAAD
    • Impact BBDO
    • Leo Burnett KSA
    • UM MENA
    • Starcom MENA
    • Mindshare MENA

第七章 市场机会与未来展望

简介目录
Product Code: 50001449

The Middle East marketing and advertising agency market was valued at USD 8.18 billion in 2025 and estimated to grow from USD 8.56 billion in 2026 to reach USD 10.76 billion by 2031, at a CAGR of 4.67% during the forecast period (2026-2031).

Middle East Mareketing And Advertising Agency Market - IMG1

Growth is rooted in economic-diversification agendas led by Saudi Arabia and the UAE, mega-projects such as NEOM and Riyadh Expo 2030, and rapid digital-media adoption that is reshaping spend across traditional and online channels. Gaming's 89% participation rate and the emergence of an esports ecosystem are widening revenue streams, while 75% of GCC enterprises already deploy generative-AI tools that could add USD 21-35 billion in yearly economic output. Consolidation among global holding companies, combined with double-digit growth at regional independents, is intensifying competitive dynamics and accelerating technology investment. At the same time, SME budget limits and rising in-house teams temper near-term agency billings, creating a mixed but opportunity-rich landscape for service providers that can demonstrate cultural fluency and measurable ROI.

Middle East Marketing And Advertising Agency Market Trends and Insights

Rising digital-ad spend among GCC corporates

GCC companies invested USD 5.5 billion in digital advertising during 2022 and are on track to reach USD 25.5 billion by 2024, with Saudi Arabia contributing 58% of the incremental spend. Agencies respond by scaling programmatic buying and connected-TV propositions; Dentsu's region-first curated CTV marketplace improved attention scores by 18% and viewability by 17% compared with open exchanges. Streaming adoption is mainstream, as 65% of UAE residents view connected-TV daily, prompting marketers to overhaul cross-platform attribution. First-party data is becoming agency currency because privacy rules devalue third-party cookies. Collectively, these factors push clients to prioritize digital specialists capable of delivering measurable outcomes linked to sales lift.

Government diversification (Saudi and UAE Visions 2030)

Saudi Vision 2030 generated SAR 457 billion in non-oil revenue in 2023 and earmarks USD 1 trillion for tourism aimed at 100 million annual visitors by 2030. Marketing communications promote giga-projects such as NEOM's USD 500 billion city and Riyadh Expo 2030, placing sustained demand on agencies for destination branding, international media, and cultural storytelling. AlUla's tourism drive, which targets 2 million annual visitors and USD 31.9 billion GDP contribution, showcases how niche cultural positioning can unlock global awareness. Parallel UAE programs around Dubai Expo bids and Abu Dhabi culture hubs amplify experiential and digital storytelling spend. Long contractual timelines and budget certainty make government diversification a structural, high-impact driver through 2030.

SME budget constraints

Roughly 43% of regional SMEs trimmed marketing outlays in the last fiscal cycle despite digital imperatives. A UAE study shows SMEs connect with customers frequently yet rank marketing below operational spending priorities. Spend-management fintechs, such as Pemo, automate expense tracking, offering agencies a foothold to demonstrate ROI, though uptake remains limited among traditional owners. Inflation and supply-chain volatility push small firms toward near-term sales promotions over sustained brand building. Agencies therefore experiment with subscription packages and self-service dashboards to keep SME clients engaged during budget squeezes.

Other drivers and restraints analyzed in the detailed report include:

  1. Social-media and mobile penetration surge
  2. E-commerce performance-marketing boom
  3. In-housing of marketing functions

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

The Middle East marketing and advertising agency market size for Digital-Only Agencies stood at 45.80% of 2025 billings, underscoring how data-driven media, social commerce, and programmatic buying now anchor most campaign briefs. In the same year, AI-Driven Creative Studios contributed a modest revenue base yet are projected to expand at a 12.15% CAGR to 2031 as generative-AI tools automate ideation, versioning, and performance optimization. Full-Service Agencies keep a powerful foothold by orchestrating omni-channel programs for giga projects such as NEOM and Abu Dhabi's cultural districts. Media Buying and Planning specialists ride the connected-TV wave now that 65% of UAE residents consume streaming daily, while Creative and Branding Boutiques monetize luxury tourism and heritage campaigns linked to Vision 2030. PR and Reputation shops remain vital whenever public-sector entities require stakeholder alignment on diversification narratives. The diversity of mandates means a single holding company may operate multiple labels in the same pitch, illustrating the fluid boundaries between integrated and specialist models. Tech investments matter: Publicis committed USD 300 million for AI tooling over three years, while WPP earmarked USD 250 million annually, reinforcing a regional arms race for proprietary MarTech. Over the forecast horizon, AI-aided workflow efficiencies could compress unit margins yet enlarge the overall fee pool by unlocking previously cost-prohibitive micro-campaigns at scale.

The historical trajectory shows Digital-Only players evolving from social-media community managers into end-to-end growth partners that advise on customer data platforms, server-side tagging, and privacy-safe targeting. Compliance pressures grow alongside opportunity: UAE's National Media Council insists on transparent creator disclosure, and Saudi regulators forbid imagery misaligned with Islamic principles, making bilingual cultural competence a strategic differentiator. Players that hard-wire governance into creative processes convert regulatory hurdles into retention advantages, particularly when multinational advertisers fear reputational risk.

Large Enterprises captured 56.30% of the Middle East marketing and advertising agency market share in 2025 thanks to mega-budget tourism, telecom, and finance accounts. Their complex compliance needs and cross-border footprints favour full-service, one-throat-to-choke relationships, often signed as multi-year master services agreements. Yet SMEs are expected to clock a 8.96% CAGR through 2031 as fintech-enabled expense automation and self-serve ad platforms lower entry barriers. Subscription retainers, outcome-based payment models, and white-labelled dashboards are emerging to court founders wary of opaque retainers. Agencies that pre-integrate with spend-management tools like Pemo demonstrate real-time ROI and defend their fee line. The greatest upside appears in lifestyle, F&B, and creator-commerce categories where localized storytelling delivers outsized sales lift even on budgets below USD 50,000. Conversely, inflation and supply-chain uncertainty still drive 43% of SMEs to defer brand-building in favour of quick-turn promotions, meaning agencies must prove elasticity between tactical and strategic scopes.

Over time, Vision 2030 supplier-development funds and Bahrain's Tamkeen grants should expand the capital available for marketing, particularly when public-sector anchor projects demand local supply-chain participation. This dynamic transforms SMEs from risk-averse price negotiators into ecosystem partners that co-innovate formats and test beds an evolution that could shift wallet share away from B2C consumer products toward B2B technology services.

The Middle East Marketing and Advertising Agency Market Report is Segmented by Service Type (Full-Service Agencies, Digital-Only Agencies, and More), Organization Size (Small and Medium-Sized Enterprises, Large Enterprises), Coverage Model (Full-Service Mandates, Specialized Engagements), End-User Sector (Public and Institutional, Private Enterprises), Geography. The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

  1. WPP plc
  2. Publicis Groupe
  3. Omnicom Group Inc.
  4. Interpublic Group (IPG)
  5. Accenture Song
  6. Dentsu Group Inc.
  7. Havas Middle East (Vivendi)
  8. Creative Waves
  9. Extend The Ad Network
  10. Creative Habbar
  11. Advertising Ways Co.
  12. FP7 McCann
  13. Memac Ogilvy
  14. Horizon FCB
  15. TBWA\RAAD
  16. Impact BBDO
  17. Leo Burnett KSA
  18. UM MENA
  19. Starcom MENA
  20. Mindshare MENA

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 LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Rising digital-ad spend among GCC corporates
    • 4.2.2 Government diversification (Saudi and UAE Visions 2030)
    • 4.2.3 Social-media and mobile penetration surge
    • 4.2.4 E-commerce performance-marketing boom
    • 4.2.5 Esports and gaming sponsorship uptake (under-radar)
    • 4.2.6 Mega-events tourism (Neom, Expo 2030) (under-radar)
  • 4.3 Market Restraints
    • 4.3.1 SME budget constraints
    • 4.3.2 In-housing of marketing functions
    • 4.3.3 Bilingual data-driven-creative talent gap (under-radar)
    • 4.3.4 Strict cultural-content regulations (under-radar)
  • 4.4 Industry Value-Chain Analysis
  • 4.5 Regulatory Landscape
  • 4.6 Technological Outlook (AI-creative, MarTech, CDPs)
  • 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 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Service Type
    • 5.1.1 Full-Service Agencies
    • 5.1.2 Digital-Only Agencies
    • 5.1.3 Media Buying and Planning
    • 5.1.4 Creative and Branding Boutiques
    • 5.1.5 PR and Reputation Management
  • 5.2 By Organization Size
    • 5.2.1 Small and Medium-sized Enterprises (Less than equal to 250 employees)
    • 5.2.2 Large Enterprises (More than 250 employees)
  • 5.3 By Coverage Model
    • 5.3.1 Full-Service Mandates
    • 5.3.2 Specialized/Best-of-Breed Engagements
  • 5.4 By End-user Sector
    • 5.4.1 Public and Institutional
    • 5.4.2 Private Enterprises
  • 5.5 By Geography
    • 5.5.1 Saudi Arabia
      • 5.5.1.1 Riyadh
      • 5.5.1.2 Jeddah
      • 5.5.1.3 Dammam
    • 5.5.2 United Arab Emirates
      • 5.5.2.1 Dubai
      • 5.5.2.2 Abu Dhabi
    • 5.5.3 Qatar
    • 5.5.4 Kuwait
    • 5.5.5 Bahrain
    • 5.5.6 Oman

6 COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (Includes global overview, market level overview, core segments, financials as available, strategic information, market rank/share, products and services, recent developments)
    • 6.4.1 WPP plc
    • 6.4.2 Publicis Groupe
    • 6.4.3 Omnicom Group Inc.
    • 6.4.4 Interpublic Group (IPG)
    • 6.4.5 Accenture Song
    • 6.4.6 Dentsu Group Inc.
    • 6.4.7 Havas Middle East (Vivendi)
    • 6.4.8 Creative Waves
    • 6.4.9 Extend The Ad Network
    • 6.4.10 Creative Habbar
    • 6.4.11 Advertising Ways Co.
    • 6.4.12 FP7 McCann
    • 6.4.13 Memac Ogilvy
    • 6.4.14 Horizon FCB
    • 6.4.15 TBWA\RAAD
    • 6.4.16 Impact BBDO
    • 6.4.17 Leo Burnett KSA
    • 6.4.18 UM MENA
    • 6.4.19 Starcom MENA
    • 6.4.20 Mindshare MENA

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-need Assessment