TikTok has announced the return of its Ad Awards program in the METAP region (Middle East, Turkey, Africa, Pakistan, and South Asia), with the 2025 ceremony scheduled to take place in Riyadh this December. The event is designed to highlight campaigns that have stood out on the platform over the past year, rewarding brands and agencies that have managed to balance creativity with measurable business impact.
Submissions are already open and will remain so until October 31, 2025. Campaigns eligible for entry must have run on TikTok between October 1, 2024, and October 31, 2025. Brands and agencies from across Saudi Arabia, the UAE, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkey, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh, and Sri Lanka are invited to participate.
This year’s program introduces nine categories, each focused on different aspects of advertising on TikTok. Categories range from “It’s the Creative for Me,” which spotlights campaigns that could only exist on the platform, to “Community Core,” recognizing collaborations with creators and communities. Other categories include performance-driven awards such as “Goal Digger” for lower-funnel results and “Full Funnel Flex” for integrated strategies, as well as creative-focused honors like “Sound On Please,” for campaigns built around audio, and “Bougie on a Budget,” which highlights effective work produced with modest resources.
One of the more anticipated elements is the People’s Choice award, where attendees at the Riyadh ceremony will be able to vote live for their favorite campaign. The event will culminate in the presentation of “The G.O.A.T” (Greatest of All Time), the top recognition for a campaign that demonstrates standout creativity, effectiveness, and cultural resonance.
TikTok launched the METAP Ad Awards last year as part of its effort to position itself not just as a social platform, but as a major player in digital advertising across emerging markets. The 2025 edition aims to build on that foundation, providing a regional spotlight on how brands adapt TikTok’s short-form, creator-driven environment into marketing that resonates with diverse audiences.
Shadi Kandil, General Manager of Global Business Solutions for TikTok in the region, said the awards are meant to recognize campaigns that “go beyond advertising to create cultural moments, inspire joy, and drive tangible business results.”
Entries and program details are available on the official site, with winners to be revealed at the Riyadh event, which is set to combine awards presentations with networking opportunities for brands, agencies, and creators.TikTok Ad Awards 2025 Head to Riyadh, Spotlighting Creativity Across METAP
