Web Push Advertising - Western Africa

Ad spending in the Web Push Advertising market in Western Africa is forecasted to reach US$5.76m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.44%, leading to an estimated market volume of US$7.05m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$1.21bn in 2024).
The projected average ad spending per internet user in the Web Push Advertising market is set to be US$0.03 in 2024.
In Western Africa, Web Push Advertising is gaining traction among businesses seeking targeted and cost-effective digital marketing solutions to reach a diverse online audience.

Definition:

Web Push Advertising involves sending targeted promotional messages directly to users’ web browsers, regardless of whether they are actively visiting a specific website. This form of advertising leverages web push notifications to deliver short, concise messages containing offers, announcements, updates, or calls to action. Web Push Advertising spending refers to the advertising budget allocated by advertisers to the creation and distribution of web push advertisements.

Additional information:

Web Push Advertising comprises advertising spending 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. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for web push advertisements
Software fees for creating and distributing web push advertisements

Service agencies
Consultant fees
Production costs
Design services

Web Push Advertising is experiencing significant growth in Western Africa, driven by changing customer preferences and the increasing adoption of mobile devices in the region. Customer preferences in Western Africa are shifting towards digital advertising, as consumers are becoming more connected and tech-savvy. With the rise of smartphone usage, people are spending more time online and are receptive to targeted advertising. Web Push Advertising allows businesses to reach their target audience directly on their devices, providing a convenient and non-intrusive way to deliver personalized messages. One of the key trends in the Web Push Advertising market in Western Africa is the increasing use of mobile devices. The region has seen a rapid expansion of mobile internet access, with more people accessing the internet through their smartphones. This trend is driven by factors such as the affordability of smartphones and the availability of affordable data plans. As a result, businesses are leveraging Web Push Advertising to reach this growing mobile audience and drive engagement with their brand. Another trend in the market is the adoption of Web Push Advertising by e-commerce businesses. Western Africa has seen a surge in online shopping, with more people turning to e-commerce platforms for their shopping needs. Web Push Advertising offers e-commerce businesses a powerful tool to engage with their customers, promote products and services, and drive conversions. By sending targeted push notifications, businesses can reach their customers at the right time and encourage them to make a purchase. Local special circumstances in Western Africa also contribute to the growth of the Web Push Advertising market. The region has a large population, which presents a significant market opportunity for businesses. Additionally, Western Africa has a young and tech-savvy population that is open to new technologies and digital experiences. This demographic is more likely to engage with Web Push Advertising and respond positively to targeted messages. Underlying macroeconomic factors also play a role in the development of the Web Push Advertising market in Western Africa. The region has been experiencing steady economic growth, leading to an increase in disposable income and consumer spending. This economic growth creates a favorable environment for businesses to invest in advertising and reach their target audience through digital channels. In conclusion, the Web Push Advertising market in Western Africa is growing due to changing customer preferences, the increasing adoption of mobile devices, the rise of e-commerce, local special circumstances, and underlying macroeconomic factors. As businesses in the region recognize the effectiveness of Web Push Advertising in reaching their target audience, the market is expected to continue expanding in the coming years.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Web Push Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing web push advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.