Appointment of Saraswati Agarwal as Regional Sales Head for Middle East and Africa Ad Solutions within Truecaller
The Middle East and Africa (MEA) region is witnessing a significant surge in its digital advertising market, with projections suggesting it will reach USD 44,827 million by 2032, growing at a Compound Annual Growth Rate (CAGR) of 23.9% from 2024-2032.
Current State of the MEA Digital Advertising Market
Digital formats accounted for 72% of overall ad revenue in 2024 and are expected to grow to 80.4% by 2029, reflecting the shift from traditional to digital media. Internet advertising expenditure in MENA has been steadily increasing, supported by mobile devices, which hold about 58% of device share in related markets. Programmatic advertising is rapidly becoming a major force, especially in video ads, which grew at an 18.5% CAGR globally from 2025 to 2030.
Focus on Programmatic Advertising, Mobile Video, and Influencer Marketing
Programmatic advertising, mobile video, and influencer marketing are key drivers of growth in the MEA region. Programmatic advertising dominates video ad delivery and is expected to accelerate, while mobile video advertising is forecasted to rise at around 18.5% CAGR globally. Influencer marketing is anticipated to grow as brands invest more in influencer partnerships to boost engagement and trust.
Growth Projections and Market Dynamics
The global online display advertising market is expected to grow from around USD 212 billion in 2025 to USD 418 billion by 2030, a CAGR of approximately 14.5%. Connected TV (CTV), mobile, and tablet devices are reshaping advertising consumption, with CTV growth particularly fast. Influencer marketing growth is strongly tied to social media penetration, which continues to rise sharply in MEA countries.
Truecaller's Strategic Move
Truecaller, a global communications platform, has appointed Saraswati Agarwal as Regional Sales Head for Ad Solutions in the MEA region. Hemant Arora, the VP of Global Ad Sales Business at Truecaller, aims to unlock new opportunities and build long-term value for Truecaller's customers in the MEA region. Truecaller Ads solutions offer clients a toolkit of video-first, interactive, and immersive ad formats, integrating seamlessly into the Truecaller app experience.
Truecaller has a strong market presence across key African markets like Egypt, Nigeria, South Africa, and Kenya. With over 34 strategic partners in the MEA region, Truecaller Ads has built a solid foundation to deliver innovative, performance-driven advertising solutions. Saraswati Agarwal, with her 15 years of industry experience and deep regional expertise, will play a crucial role in helping brands differentiate themselves and effectively connect with potential customers through Truecaller's advanced advertising offerings.
Brands in the MEA region are shifting focus to programmatic advertising, mobile video, and influencer marketing, making Truecaller's strategic move timely and well-positioned for success. Hemant Arora looks forward to working closely with partners to deliver smart, performance-driven advertising solutions. Truecaller's ambition is to deliver innovative digital solutions and the highest level of customer service.
Saraswati Agarwal, with her degree in Electronics and Telecommunications from the University of Mumbai, brings a proven track record in digital advertising to Truecaller. Her experience with companies like Bloomberg, CNN, and ITP Media group will undoubtedly contribute to Truecaller's expansion and broadening its footprint in the MEA region.
In conclusion, the MEA digital advertising market is robust and expanding, with programmatic advertising becoming the backbone of video and interactive ads. Mobile video advertising is a dominant and fast-growing format fueled by smartphone and 5G access. Influencer marketing is gaining considerable traction, particularly aligned with cultural and social media trends in the region. These trends collectively support a future growth trajectory well above the global average, with CAGRs frequently exceeding 7.5–15% depending on country and segment. Truecaller's strategic move aims to strengthen its Ad Solutions portfolio and deliver innovative, seamless digital experiences to its growing user base.
- As brands in the MEA region are focusing on programmatic advertising, mobile video, and influencer marketing, Truecaller's appointment of Saraswati Agarwal as Regional Sales Head for Ad Solutions in the MEA region is timely and strategic.
- With the global online display advertising market expected to grow at a CAGR of approximately 14.5% from 2025 to 2030, video-first, interactive, and immersive ad formats, like those offered by Truecaller, are becoming increasingly important in the technology-driven business landscape.
- Connected TV (CTV), mobile, and tablet devices are reshaping the finance and business industries by reshaping advertising consumption, making it crucial for companies like Truecaller to adapt their advertising solutions to these emerging technologies.
