From the US to Saudi Arabia: Assembly Global's Bold Push into Digital Advertising

Expanded to Saudi in 2022, Saudi leads the digital advertising market, backed by an ever-growing team, with high-profile governmental and private sector-led projects under its belt.

Digital channels continue to dominate the digital advertising landscape in Saudi Arabia, with 92% of all advertising expected to go digital by 2029.

As a result, Saudi's digital expenditure is expected to grow to $1,438.5 million by 2027, up from $973.1 million in 2022.

Global advertising firms like Assembly Global recognized this market opportunity early on.

The US-headquartered firm expanded to Saudi Arabia in 2022, adding to its growing presence across 25 markets in Europe, MENA, North America, and APAC.

Assembly’s Saudi market entry was supported by AstroLabs, the Gulf’s leading business expansion platform.

Localization Takes Center Stage of Assembly's Growth Strategy in Saudi Arabia

Assembly's continued growth in Saudi Arabia is triggered by a robust growth of its digital economy and deepening pace of ongoing transformation.

Highlighting the attractiveness of setting up a business in Saudi Arabia among leading advertising brands, such as Assembly, Naguib Tohiri, the company's KSA director, said: "All the roads now lead to Riyadh. This is because of Vision 2030, and we can see the transformation happening."

Since entering the market, Assembly quickly became a strategic partner to large-scale initiatives such as NEOM’s LINE and Riyadh’s New Murabba. The company also works with leading entities such as Ceer, the first Saudi EV brand, and the Saudi Company for Artificial Intelligence (SCAI).

Assembly's edge lies in its ability to offer localized support to its growing roster of clients and partners, backed by a team comprising individuals from diverse departments, including strategy, social media, and analytics.

In only two years, the team expanded to 20 employees. They now operate out of an office in Riyadh, part of AstroLabs' network of workspaces in AlMalqa.

As it expands in Saudi Arabia, Assembly has emerged as a key partner of key brands seeking to unlock the next frontier of personalized engagements and capture the full value of their marketing investments, thereby boosting ROI significantly.

Its diversified portfolio highlights Assembly’s adaptability in collaborating on both governmental and private sector-led projects, reflecting its commitment to staying ahead of the curve and continuously evolving to meet the unique needs of its clients.

Strengthening a Robust, On-Ground Presence in Saudi's Digital Advertising Sector

Assembly's Saudi expansion has caused a transformative shift in its overall business growth strategy, enabling it to focus on reimagining brand activation and help its clients achieve scalability through social media.

The company’s growth trajectory is largely powered by AstroLabs' end-to-end support, which is designed to support every phase of a foreign company's formation in Saudi Arabia.

This support covered securing necessary licenses and permits, sourcing top-tier Saudi talent, as well as providing office space in the heart of Riyadh. "They didn't just give us space—they gave us a springboard," Toihiri added.

Its prime location in Al-Malqa provided Assembly with access to a vibrant business community and a thriving corporate environment.

Looking back, finding the right talent early on was a challenging feat for Assembly, but this is where AstroLabs stepped in.

"Astrolabs has helped [us] set the right people on the ground to set up my structure,” Tohiri explained.

As demand for measurable, interactive, and hyper-personalized campaigns grows, advertisers are turning to immersive experiences and dynamic engagement strategies to stay relevant and competitive. Assembly is ready to take the lead, helping Saudi businesses transition into a digitally driven future, one that aligns with Saudi Arabia’s broader goal of becoming a knowledge-based, diversified economy.