The MENA Advantage in Retail Media
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The MENA Advantage in Retail Media
Retail media is often discussed through the lens of global size. But the real story in MENA is not about billions of dollars in spend. It is about the unique conditions that make the region one of the most advanced environments for retail media anywhere in the world.
Digital Super Natives
In Saudi Arabia and the UAE, more than 96 percent of the population is online. Consumers are not just shopping digitally, they are living digitally. They book rides, order groceries, pay bills, schedule home services, and subscribe to entertainment all through their phones. This constant activity creates an unmatched volume of signals about what people want, when they want it, and how they choose to buy.
The Rise of Super Apps
Platforms like Careem, Jahez, Noon, Talabat, Hungerstation, and JustLife are not single category apps. They are ecosystems where consumers move between food delivery, transport, shopping, and payments in one place. Every transaction adds to the richness of first party data. For advertisers, this means campaigns can be built on verified behaviours rather than inferred demographics.
Government and Technology Push
MENA governments are accelerating digital adoption. Saudi Arabia’s Vision 2030 and the UAE’s AI first policies have built infrastructure that makes digital life seamless. As a result, consumers in the region are further ahead in digital habits than many Western markets. The data is real time, the penetration is near universal, and the platforms are ready to monetise.
Inventory Meets Behaviour
Until recently, the challenge was that while signals existed, the ad infrastructure did not. That is now changing. Retailers and super apps are creating formal retail media networks, packaging this data into inventory that brands can activate. It is no longer theory. Advertisers can now reach consumers in the act of shopping or booking a service, with every impression tied to measurable outcomes.
Why This Matters
Globally, retail media is inflated by a few giants. In MENA, the opportunity is different. It is not about size today, but about signal quality, consumer penetration, and the ability to leapfrog into a model that is more integrated and more measurable than in other markets.
At Platformance, we help brands unlock this advantage. By connecting with the region’s retail media networks, advertisers can reach digital super natives in the moments that matter and turn signals into sales.
