DUBAI: TikTok will host the second edition of its annual Ad Awards for the Middle East, Turkiye, Africa, Pakistan and South Asia region in Riyadh this December.

Launched last year, the awards celebrate leading advertising campaigns on TikTok and the brands and agencies behind them.

“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 of Global Business Solutions for the Middle East, Turkey, Africa, Central and South Asia at TikTok.

He added: “These awards are about celebrating the work that goes beyond advertising to create cultural moments, inspire joy, and drive tangible business results.”

This year’s program features nine award categories, such as “It’s the Creative for Me” and “Sound On Please.”

These categories celebrate creativity, with the former focusing on campaigns based on ideas unique to TikTok, and the latter recognizing audio-centric campaigns.

The “Community Core” category highlights campaigns driven by creator and community collaborations, while “Bougie on a Budget” honors campaigns that delivered results on modest budgets.

Focused on different stages of the marketing funnel, categories such as “Full Funnel Flex,” “Big Branding Energy,” and “Goal Digger” recognize campaigns that span the entire marketing funnel, build brand awareness, and drive conversions and sales, respectively.

The awards ceremony will feature a live-voting segment, giving audiences the chance to select “The People’s Choice” award for best campaign.

Lastly, the top honor, “The Greatest Of All Time,” will go to the best overall campaign that combines creativity, media performance, and proven effectiveness.

The awards are open to brands and agencies based in Saudi Arabia, the UAE, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkiye, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh and Sri Lanka.

Submissions close on Oct. 31.