The Levant: A media landscape gathering momentum

Despite economic and political challenges, the media landscape is undergoing reinvention, fueled by high digital connectivity, e-Commerce growth, and the enduring power of traditional media. The Levant is more than a support pillar that contributes to the great success of the broader MENA advertising ecosystem which is expected to experience significant growth of 9.7% in 2025 (WPP Media TYNY Dec 2024). The Levant is poised for growth, particularly in markets like Iraq, Syria, Jordan and Lebanon.

Reaching the Connected Levant Consumer

The Levant presents a compelling case for mobile-first strategies, underpinned by a highly connected consumer. DataReportal’s latest report indicates that Jordan has a 91% mobile penetration rate, followed closely by Lebanon at 90.1% and Iraq at 78.7%. Leveraging platforms such as TikTok, Instagram, Snapchat, and WhatsApp Business is paramount to capturing consumer attention. However, simply being present on these platforms is insufficient. Advertisers are prioritizing authentic engagement, and this is where local influencers are playing a critical role. The Levant is witnessing a shift towards long-term partnerships with content creators, moving beyond the limitations of one-off collaborations. Video content (including Reels, TikToks, and YouTube Shorts) are driving consumer engagement, and brands are increasingly recognizing the value of micro-influencers in fostering authenticity and trust. In Jordan, Statista projects a US$10.40 million ad spend in influencer marketing by 2025.

Commerce: Unlocking New Avenues

The e-Commerce landscape in the Levant is undergoing a period of expansion, particularly in markets such as Jordan and Iraq. This growth is fueled by ongoing infrastructure improvements and evolving consumer behaviors, creating significant opportunities for advertising and the integration of shoppable content. In Iraq, GlobeNewswire projects a 6.7% compound annual growth rate (CAGR) for the retail industry between 2025 and 2030. This expansion is expected to be a key driver of e-Commerce growth, spurred by urbanization and the opening of new shopping outlets. Furthermore, according to Statista the digital commerce market of Jordan is projected to exceed a transaction value of US$3.81 billion in 2029, with an estimated average annual growth rate (CAGR) of 22.35% for 2025-2029. These figures underscore the substantial potential for commerce growth in these markets. While Jordan and Iraq are experiencing rapid commerce expansion, Lebanon’s retail sector is demonstrating resilience through a focus on direct-to-consumer (DTC) models.

Traditional media is adapting, not declining

Whilst digital channels are gaining prominence, traditional media continues to play a vital role in Levant’s media space. Television remains a dominant advertising medium in Lebanon, Iraq and Jordan, capturing a significant projection of share of advertising budgets in 2025. TV and OOH advertising maintain popular in Lebanon, Iraq, and Jordan, particularly for mass-market brands seeking broad reach and brand awareness. In Lebanon and Syria, out-of-home advertising is experiencing growth, driven by urban development and increased consumer mobility. This resurgence highlights the enduring power of OOH advertising to capture attention in vastly populated areas with high mobility. Radio also continues to hold a strong position across all four markets, offering a cost-competitive and high rich advertising solution. In Jordan, revenue in the radio sector is projected to reach US$3.67 million in 2025, underscoring its continued relevance.

While challenges persist, the Levant’s media landscape is undergoing a period of significant transition. The interplay of high digital connectivity, evolving commerce dynamics, and the continued relevance of traditional channels necessitates a strategic assessment for advertisers. Success in this region will depend on a commitment to a nuanced understanding of local consumer behavior, and the development of integrated campaigns that leverage the strengths of both digital and traditional media. The Levant presents a complex and rewarding environment for those willing to adapt strategically.

Originally published in ArabAd magazine