Snap Inc. to Asharq Al-Awsat: Saudi digital spending shifts focus to returns
LONDON: The Saudi Digital Advertising Maturity Framework, launched by Snap Inc. and Kearney, identifies an eight-percentage-point gap between growth in digital advertising spending and e-commerce growth in the Kingdom, pointing to scope for more efficient investment and a clearer link to measurable business results.
The gap alone does not explain market performance. E-commerce is shaped by factors including sector dynamics, changing consumer behavior and the split between digital and traditional purchasing channels.
Abdullah Al-Hammadi, Snap Inc.’s general manager in Saudi Arabia, said the gap reflected a market moving beyond digital expansion into a more advanced phase focused on effectiveness and measurement.
“Higher spending alone does not automatically produce stronger business outcomes,” Al-Hammadi told Asharq Al-Awsat in an exclusive interview.
