In-App Advertising - Northern Africa

Northern Africa

Highlights

Ad spending in the In-App Advertising market in Northern Africa is forecasted to reach US$530.90m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 8.05%, leading to a projected market volume of US$845.00m by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be US$2.49 in 2024.
When compared globally, China is anticipated to have the highest ad spending, amounting to US$132.80bn in 2024.
In Northern Africa, the In-App Advertising market is rapidly expanding, fueled by increased smartphone penetration and a growing digital ecosystem.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

In-App Advertising market in Northern Africa is experiencing significant growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Northern Africa have shown a growing preference for mobile applications, leading to an increase in the demand for in-app advertising. With the widespread adoption of smartphones and improved internet connectivity, people in Northern Africa are spending more time on their mobile devices, particularly on social media platforms and gaming apps. This shift in consumer behavior has created a lucrative market for in-app advertising, as advertisers can reach a large and engaged audience through these platforms.

Trends in the market: One of the key trends in the In-App Advertising market in Northern Africa is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend has gained traction in Northern Africa as it enables advertisers to target specific audience segments and optimize their ad campaigns in real-time. Another trend in the market is the increasing use of video ads in mobile applications. Video ads have proven to be highly engaging and effective in capturing users' attention. Advertisers are leveraging this trend by incorporating video ads within mobile apps, providing a seamless and immersive advertising experience for users. This trend is expected to continue driving the growth of the In-App Advertising market in Northern Africa.

Local special circumstances: Northern Africa has a large and young population, with a high percentage of smartphone users. This demographic profile presents a unique opportunity for advertisers to target a tech-savvy audience that is receptive to mobile advertising. Additionally, the region has a rapidly growing middle class, which has led to increased purchasing power and consumer spending. This economic development has further fueled the demand for in-app advertising as businesses seek to capitalize on the growing consumer market.

Underlying macroeconomic factors: The In-App Advertising market in Northern Africa is also influenced by underlying macroeconomic factors. The region has witnessed steady economic growth in recent years, leading to increased investment in digital infrastructure and technology. This has resulted in improved internet connectivity and access to mobile devices, creating a favorable environment for the growth of in-app advertising. Furthermore, the COVID-19 pandemic has accelerated the digital transformation in Northern Africa, with more businesses and consumers relying on mobile applications for various purposes. This shift has further propelled the demand for in-app advertising as businesses seek to reach their target audience through mobile channels. In conclusion, the In-App Advertising market in Northern Africa is experiencing significant growth driven by customer preferences for mobile applications, trends such as programmatic advertising and video ads, local special circumstances including a young and tech-savvy population, and underlying macroeconomic factors such as economic growth and the COVID-19 pandemic. This market presents a lucrative opportunity for advertisers to reach a large and engaged audience in Northern Africa.

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. 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, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.