Digital Audio Advertising - Northern Africa

In Northern Africa, ad spending in the Digital Audio Advertising market is forecasted to reach US$23.24m by 2024.
The market is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 7.02%, leading to a projected market volume of US$34.93m by 2030.
By 2024, the projected market volume is expected to reach US$6.59bn, with a significant portion of the revenue originating from the United States.
The Digital Audio Advertising market is expected to have approximately 0.0users listeners by 2030.
The average ad spending per user in the Digital Audio Advertising market is estimated to be US$1.36 in 2024.
By 2030, 76% of the total ad spending in the Digital Audio Advertising market will be generated through mobile.
In Northern Africa, the growing popularity of streaming services is driving a surge in Digital Audio Advertising investments in the region.

Definition:
Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Structure:

Music streaming advertising is ad supported on music-streaming services
Podcast advertising is ad supported for ads placed within podcast channels

Additional information:
Digital Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Audio Advertising include Amazon Music, Apple Music, YouTube Music, Tencent Music, and Spotify. For more information on the data displayed, use the info button right next to the boxes.

Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

The Digital Audio Advertising market in Northern Africa is experiencing significant growth and development due to several factors.

Customer preferences: Customers in Northern Africa are increasingly turning to digital audio platforms for their entertainment and information needs. This shift in consumer behavior is driven by the convenience and accessibility of digital audio, allowing users to listen to their favorite music, podcasts, and radio shows anytime and anywhere. Additionally, the rise of smartphones and affordable data plans has made it easier for people to access digital audio content on the go.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Northern Africa is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior, thereby maximizing the effectiveness of their campaigns. This trend is driven by the growing availability of data and advanced targeting capabilities in the region. Advertisers are also leveraging audio streaming platforms to reach their target audience through personalized and interactive ad formats. Another trend in the market is the rise of native advertising in digital audio. Native ads seamlessly blend into the user experience, providing a non-disruptive and engaging advertising format. This approach is particularly effective in the digital audio space, where users are highly engaged and receptive to relevant content. Advertisers are leveraging native advertising to create branded content, sponsor podcasts, and integrate their messages into popular playlists and radio shows.

Local special circumstances: Northern Africa has a young and tech-savvy population, which is driving the growth of the Digital Audio Advertising market. The region has a high smartphone penetration rate and a growing middle class, which is fueling the demand for digital audio content and advertising. Additionally, the cultural diversity in Northern Africa presents opportunities for advertisers to target specific language and cultural groups with tailored ad campaigns.

Underlying macroeconomic factors: The economic growth in Northern Africa is contributing to the development of the Digital Audio Advertising market. As the region's economies continue to expand, more people have disposable income to spend on entertainment and leisure activities. This increased spending power is driving the demand for digital audio platforms and creating new opportunities for advertisers to reach their target audience. In conclusion, the Digital Audio Advertising market in Northern Africa is experiencing significant growth and development due to the changing customer preferences, adoption of programmatic advertising, rise of native advertising, young and tech-savvy population, and underlying macroeconomic factors. Advertisers in the region are leveraging these trends and special circumstances to reach their target audience effectively and maximize the impact of their campaigns.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers pre- and in-stream audio ads and podcast streaming ads.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, media consumption, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Podcasts are still the cool kid in the media family. Even though podcast advertising revenues remain lower than that of established media such as pay TV or out-of-home, the industry is thriving and has successfully reached the threshold of two billion U.S. dollars in annual ad revenue in the United States. The U.S. is the country with the highest number of podcast listeners worldwide, with an estimated 76 million people or 23 percent of the population consuming that audio content on a regular basis.