TikTok is proud to announce the return of the TikTok Ad Awards in the METAP (Middle East, Turkey, Africa, Pakistan and South Asia) region, with this year’s ceremony set to take place in Riyadh in December 2025. The awards celebrate the brands and agencies leading the way on TikTok with creative, high-performing campaigns that embrace the platform’s unique nature and deliver exceptional advertising experiences.
Building on the success of last year’s inaugural edition, the 2025 TikTok Ad Awards will once again showcase the most inspiring advertising campaigns from across the METAP region, from brands that have brought authenticity, creativity, and joy to the platform while achieving outstanding business results. The program aims to recognize and reward exceptional talent, innovation, and impact.
Submissions open from August 18, and are welcome from brands and agencies based in Saudi Arabia, United Arab Emirates, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkey, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh and Sri Lanka. Eligible campaigns must run on TikTok between October 1st, 2024 and October 31, 2025.
This year’s program will feature nine main categories, including;
1. It’s the Creative for Me: Spotlighting TikTok-first ideas that could only happen on the platform, pushing creative boundaries and engaging audiences.
2. Community Core: Recognizing authentic collaborations with creators and communities that drive engagement and impact.
3. Full Funnel Flex: Recognizing integrated strategies that deliver measurable results across the entire marketing funnel.
4. Big Branding Energy: Celebrating the best upper-funnel strategies and creative storytelling to achieve standout brand recall.
5. Goal Digger: Honoring campaigns that excelled at lower-funnel performance, from ROAS to conversions and sales.
6. Bougie on a Budget: Showcasing campaigns that maximized impact through inventive use of modest production budgets.
7. Sound On Please: Celebrating campaigns where sound was central to storytelling, using music, voice, or effects in fresh and memorable ways.
The People’s Choice: The ceremony will feature a live-voting opportunity for everyone present to tell us which campaign you think deserves to take home some metal.
The highest accolade – The Greatest Of All Time (The G.O.A.T) – will be presented to the best overall campaign that excels in creativity, achieves its media objectives and demonstrates effectiveness. This award aims to recognize campaigns that really tapped into TikTok’s community, creativity and trends to inspire joy and create cultural moments. All applications submitted under any of the seven main categories will be automatically considered for the G.O.A.T.
Submissions will close on October 31, 2025, giving potential entries ample time to prepare.
“After the incredible creativity we saw last year, we’re excited to bring the TikTok Ad Awards to Riyadh for 2025,” said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia, TikTok. “These awards are about celebrating the work that goes beyond advertising to create cultural moments, inspire joy, and drive tangible business results. We look forward to seeing the bold and innovative work that brands and agencies across METAP will showcase this year.”
