Qataris rank third globally in daily online ad exposure: Study
Tribune News Network
Doha
Internet users in Qatar are shown almost 1,200 ads daily, according to a new study by Eskimi, a leading creative and media technology platform. This number positions Qatar in the third place among countries most exposed to digital ads.
'Try imagining the ads you've seen today. Let me guess — you remember none or a very few. We are exposed to thousands of ads daily, but become resistant to them. In many instances, we do not even need ad-blockers, as our brains do just that. With this comes a challenge for businesses — how to cut through this block and get noticed,' said Vytautas Paukstys, CEO of Eskimi.
To draw these conclusions, Eskimi researchers investigated ad statistics from apps and websites across 188 countries worldwide. Below are the key takeaways from the study.
While Qataris are heavily exposed to digital ads, a few countries rank even higher. Internet users in Nauru, a tiny island in Oceania, are the most exposed to digital ads worldwide. One individual is shown almost 1,600 placements daily. Iceland ranks second with over 1,500 ads.
Among the analysed countries, the average number of ads displayed to a person per day varies from tens to almost 1,600 ads every day.
Across all the studied markets, internet users are exposed to more app ads than website ads. This difference is particularly pronounced for internet users in Qatar, who experience four times more ads on apps than on websites.
According to Paukstys, multiple factors affect ad exposure differences. Device types and internet connectivity play a role here, as devices display ads differently, and faster connections allow for more complex and engaging ad formats to load more quickly.
Moreover, certain countries receive more attention from advertisers than others. The more competitors for the ad space, the less likely that the ad placement will stay vacant. This factor is relevant for both the popular advertising markets and smaller countries in terms of population. For instance, Nauru, an island exposed to digital ads the most, has only over 10,000 residents, so ad impressions per user tend to be much higher than in larger countries.
Online habits of country residents also impact the number of ads they are exposed to daily. The recent 2025 Global Digital Report by Meltwater and We Are Social reveals significant differences in the country's average time spent online. South Africans, for instance, spend almost 10 hours online every day, while Japanese people spend only four.
Knowing display ad exposure trends in various countries can significantly help businesses develop smarter advertising strategies, said Paukstys. Suppose one knows that in a particular market, internet users are flooded with ads. In that case, advertisers can prioritise investing in engaging rich media visuals over placing a high number of static creatives in standard ad placements.
'Being exposed to hundreds of ads is very different from truly seeing them. When people are bombarded with too many ads, they tend to tune out and become immune to the messages. To break through ad fatigue, advertisers need to step up their game by returning to creativity and evaluating the actual impact of their campaigns,' said Paukstys.
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