In-App Advertising - Western Africa

Western Africa

Highlights

In 2024, ad spending in the In-App Advertising market in Western Africa is forecasted to hit US$218.90m.
The market is expected to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 8.00%, leading to a market volume of US$347.30m by 2030.
The projected average ad spending per mobile internet user in the In-App Advertising market is US$0.72 in 2024.
When compared globally, China is anticipated to generate the highest ad spending amounting to US$132.80bn in 2024.
In Western Africa, the rising adoption of in-app advertising is reshaping the digital advertising landscape, driving higher engagement and revenue for businesses.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Western Africa has been experiencing significant growth in recent years, driven by the increasing popularity of smartphones and mobile applications in the region.

Customer preferences: Customers in Western Africa have shown a strong preference for mobile apps, with a growing number of people using smartphones as their primary device for accessing the internet. This shift in consumer behavior has created a lucrative market for in-app advertising, as advertisers seek to reach this highly engaged and mobile-savvy audience. Additionally, customers in this region have shown a preference for personalized and relevant advertisements, making in-app advertising an effective way for brands to engage with their target audience.

Trends in the market: One of the key trends in the In-App Advertising market in Western Africa is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend has been driven by advancements in technology and the availability of data, which have made it easier for advertisers to target specific demographics and track the performance of their campaigns. Another trend in the market is the increasing adoption of video advertising in mobile apps. Video ads offer a more engaging and interactive experience for users, making them an attractive option for advertisers. With the growing popularity of video content on social media platforms and streaming services, advertisers in Western Africa are leveraging this trend to capture the attention of their target audience and drive higher engagement.

Local special circumstances: Western Africa is a diverse region with a large number of countries, each with its own unique cultural and linguistic characteristics. This diversity presents both opportunities and challenges for advertisers in the In-App Advertising market. Advertisers need to tailor their campaigns to suit the preferences and interests of the local population, taking into account cultural nuances and language differences. This localization is crucial for ensuring the effectiveness and success of in-app advertising campaigns in Western Africa.

Underlying macroeconomic factors: The economic growth in Western Africa has been a driving force behind the development of the In-App Advertising market. As the region continues to experience economic growth and rising disposable incomes, more people are able to afford smartphones and access mobile apps. This increased penetration of smartphones has created a larger audience for in-app advertising, attracting more advertisers to invest in this market. Furthermore, the improving internet infrastructure and connectivity in Western Africa have also contributed to the growth of the In-App Advertising market. With better internet access, more people are able to download and use mobile apps, creating a larger user base for advertisers to target. Additionally, the increasing availability of affordable data plans has made it more affordable for users to access mobile apps, further driving the growth of in-app advertising in the region. In conclusion, the In-App Advertising market in Western Africa is experiencing significant growth, driven by customer preferences for mobile apps, the adoption of programmatic advertising, and the increasing popularity of video ads. Advertisers in this region need to consider the local special circumstances and tailor their campaigns to suit the preferences and interests of the diverse population. The underlying macroeconomic factors, such as economic growth and improving internet infrastructure, are also contributing to the development of this market.

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.