SRMG Media Solutions (SMS) has signed a commercial agreement to integrate TikTok advertising with the media portfolio of Saudi Research and Media Group (SRMG). Consequently, this agreement establishes SMS as an official sales partner for the platform in Saudi Arabia.
Managing TikTok advertising in Saudi Arabia
Under this partnership, SMS will market, sell, and manage these digital campaigns for brands and agencies across the Kingdom. Specifically, the company will provide support across campaign strategy, planning, activation, optimization, and performance measurement.
Advertisers can now plan and execute campaigns using TikTok advertising solutions alongside SRMG-owned media inventory. Meanwhile, this unified approach allows brands to coordinate audience strategies and creator collaborations across the group’s media inventory.
The agreement expands the opportunities available to advertisers across SRMG’s portfolio, including Asharq Al-Awsat, Arab News, and Asharq Business. Additionally, it covers other brands such as Billboard Arabia, GOAT, Manga Arabia, Sayidaty, Arrajol, Thmanyah, and Al Thaqafeyah.
Media Portfolio and Reach
The agreement expands on an existing relationship between the two entities that previously focused on content creation. Currently, SMS reaches more than 270 million people across the Middle East and North Africa region.
In 2025, the commercial arm delivered more than 3,900 campaigns for over 600 advertisers. These campaigns generated 50 billion impressions and 30 billion video views across its 25 media brands.
Furthermore, the integration includes exclusive sports properties, such as the Saudi Pro League rights portfolio. This combination provides advertisers with access to diverse audience segments across multiple platforms.
Executive Statement on Integration
“Advertisers no longer need to choose between platform reach and premium media environments. By bringing together platform scale, trusted content, engaged communities, creators and exclusive rights properties, we are creating a new model for integrated advertising in Saudi Arabia.”
Nedaa Almubarak, CEO of SRMG Media Solutions
Market Growth and Future Outlook
This commercial integration of TikTok advertising occurs as Saudi Arabia experiences rapid growth in its digital advertising sector. Specifically, digital advertising spend in the Kingdom is projected to grow by 16.8% in 2026 to reach 4.68 billion USD.
Furthermore, market projections indicate that this spending will approach 8 billion USD by 2029. Consequently, the partnership aims to capture a significant share of this expanding digital market.
