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3. Lebanon’s $30 Million Digital Ad Boom Bypasses Local Media

Despite a near-total freeze in ad campaigns since September 2024, triggered by the escalating conflict between Israel and Hezbollah, digital advertising emerged as a clear winner in Lebanon. According to the Lebanese chapter of the International Advertising Association (IAA), ad spending on platforms like Meta, TikTok and Google reached $30 million in 2024.

This surge was largely driven by international advertisers who included Lebanon in broader regional or global campaigns. These include e-commerce giants, mobile apps, gaming platforms, online education providers, universities and foreign real estate companies.

However, this influx of advertising spend has largely bypassed local players. Lebanon’s market comprises more than 50,000 advertisers, most of whom spend less than $500 annually. As a result, the local media and advertising ecosystem has seen minimal benefits. It’s a troubling dynamic, with millions in ad revenue flowing out of the country and little reinvestment into the national economy.