Advertisers in the Middle East and North Africa spend more on social than on any other digital ad format. In 2020, $1.73 billion went to social advertising, more than double what the next biggest format, video, brought in.

That was also true in Egypt, South Africa, and Turkey. Across most of Europe, though, social media occupied fewer than 2 hours per day. This is a small sample of the granular information the report provides.