Islamabad (Web Desk/Agencies): TikTok has announced the return of its Ad Awards for the METAP (Middle East, Turkey, Africa, Pakistan, and South Asia) region, which includes the Middle East, Turkey, Africa, Pakistan, and South Asia.
The 2025 edition of the awards will culminate in a grand ceremony scheduled to be held in Riyadh, Saudi Arabia, this December.
This initiative seeks to honor the most innovative and impactful advertising efforts on the platform, recognizing brands and agencies that have not only embraced TikTok’s distinctive creative landscape but also delivered strong business outcomes.
Following the positive reception of last year’s inaugural event, this year’s awards will once again shine a spotlight on campaigns that stand out for their originality, authenticity, and ability to connect with TikTok’s vibrant community. The program is designed to highlight work that pushes creative boundaries and leverages the platform’s unique storytelling potential while delivering measurable results.
The entry period officially opened on August 18, and submissions are invited from agencies and brands based in a wide range of countries: Pakistan, Saudi Arabia, the United Arab Emirates, Qatar, Lebanon, Iraq, Egypt, Turkey, Morocco, Kenya, Nigeria, South Africa, Kazakhstan, Azerbaijan, Cyprus, Bangladesh, and Sri Lanka. To be eligible, campaigns must have run on TikTok at any time between October 1, 2024, and October 31, 2025.
This year’s competition will feature nine award categories, each designed to spotlight different aspects of excellence on TikTok. These include recognition for ideas conceived specifically for TikTok, campaigns that break new creative ground, and those that succeed in building strong connections through creator and community collaborations.
The awards will also honor full-funnel strategies that generate tangible business results, including standout performances at both the upper and lower ends of the marketing funnel—whether by driving brand awareness or boosting conversions and sales.
Other categories will highlight ingenuity in producing impactful content on limited budgets and campaigns where sound—whether music, voiceovers, or effects—played a central role in storytelling. Attendees at the awards ceremony will also have the opportunity to vote live, selecting their favorite campaign from among the finalists.
The most prestigious title of the night, The G.O.A.T. (Greatest of All Time), will go to the campaign that stands out overall in terms of creativity, effectiveness, and cultural resonance. All entries submitted in any of the main categories will be automatically eligible for this top honor.
The deadline to submit entries is October 31, 2025, allowing plenty of time for participants to prepare their materials. Winners will be announced at the ceremony in Riyadh, which promises to be an evening dedicated to creativity, recognition, and networking.
Expressing excitement over the upcoming edition, Shadi Kandil, General Manager of Global Business Solutions for TikTok in the Middle East, Turkey, Africa, Central and South Asia, remarked that the awards are meant to celebrate advertising that transcends the ordinary to create meaningful moments, spark joy, and deliver real business results.
He added that the platform looks forward to seeing the bold and imaginative work that will emerge from across the region this year.
Full program details and entry submission forms are available at: https://tiktokadawardsmetapee.com/2025