On how innovation and partnerships are driving advertising growth and transforming Saudi Arabia’s media sector
How is the media sector shaping opportunities in advertising?
MOHAMMED AL KHEREIJI: The sector has undergone a fundamental transformation, evolving from a relatively underdeveloped industry to one that plays a central role in the economy. This shift has been driven by institutional reforms, the emergence of new platforms and the consolidation of major players.
Advertising expenditure still accounts for a smaller share of GDP than in comparable international markets, highlighting untapped potential. At the same time, digital platforms have become central to audience engagement. Social media, streaming and online video have grown rapidly, supported by one of the world’s highest internet penetration rates. Sports and entertainment are also emerging as powerful vehicles for advertisers, while the rise of e-sports has created new opportunities to reach younger audiences. Investment in digital billboards and data- led planning is transforming outdoor advertising from a static medium into one that is interactive and closely integrated with mobile campaigns.
What are the main challenges and priorities for sustaining the momentum in Saudi Arabia’s media sector?
AL KHEREIJI: Regulation and talent development remain priorities. A clear and predictable regulatory environment is essential to attract long-term investment and encourage innovation. At the same time, as media becomes increasingly technology-intensive, the sector requires a workforce with advanced skills in analytics, advertising technology and creative operations. Developing this talent base is as important as expanding infrastructure. If these challenges are addressed, Saudi Arabia will continue to strengthen its media ecosystem, consolidating its position as a regional leader.
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