Advertising - Northern Africa

Northern Africa

Ad spending in the Advertising market in Northern Africa is forecasted to reach US$3,338.00m in 2024.
The largest market within the region is Search Advertising with a market volume of US$1,073.00m in 2024.
When compared globally, the United States is expected to lead in ad spending with US$421.30bn in 2024.
Within the Advertising market of Northern Africa, 72% of total ad spending is projected to be generated through digital in 2029.
The average ad spending per capita in the Search Advertising market is estimated to be US$4.11 in 2024.
Furthermore, in the Advertising market of Northern Africa, Advertising market of the 81.23% revenue is anticipated to be generated through programmatic advertising in 2029.
In Northern Africa, the Advertising market is experiencing a shift towards digital platforms, with increased investment in online ads in countries like Egypt and Morocco.

Key regions: United States, China, Europe, Asia, Japan

Market

Region

Region comparison

Currency

Analyst Opinion

The Advertising market in Northern Africa is experiencing significant growth and development in recent years.

Customer preferences: Customers in Northern Africa have shown a growing preference for digital advertising channels. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online, creating a greater demand for digital advertising. Social media platforms and online video streaming services have become popular among the younger population, providing advertisers with new avenues to reach their target audience. Additionally, there is a growing interest in personalized and interactive advertisements that engage consumers on a deeper level.

Trends in the market: One of the key trends in the advertising market in Northern Africa is the rise of influencer marketing. Influencers, particularly those with a strong social media presence, are being used by brands to promote their products and services. This form of advertising is effective in reaching a specific target audience and generating brand awareness. Influencers are seen as trusted sources of information, and their endorsements can significantly impact consumer behavior. Another trend in the market is the increasing investment in programmatic advertising. Programmatic advertising uses automated technology to buy and sell ad inventory, allowing for more efficient targeting and optimization. Advertisers in Northern Africa are recognizing the benefits of programmatic advertising, such as cost-effectiveness and real-time data analysis, leading to its growing adoption in the region.

Local special circumstances: The advertising market in Northern Africa is influenced by the region's unique cultural and linguistic diversity. Advertisers need to consider the cultural sensitivities and preferences of the local population when creating their campaigns. Localization of content and language is crucial to effectively communicate with the target audience. Additionally, the region's political and social dynamics can also impact advertising strategies. Advertisers need to navigate the ever-changing landscape to ensure their messages resonate with the local population.

Underlying macroeconomic factors: The advertising market in Northern Africa is also influenced by the region's macroeconomic factors. Economic growth and stability play a significant role in attracting advertising investments. As the economies in Northern Africa continue to develop and diversify, businesses are expanding their operations and increasing their advertising budgets. Additionally, government policies and regulations can impact the advertising industry. Advertisers need to stay informed about any changes in regulations to ensure compliance and avoid any negative consequences. In conclusion, the advertising market in Northern Africa is experiencing growth and development driven by customer preferences for digital channels, trends such as influencer marketing and programmatic advertising, local special circumstances including cultural diversity and political dynamics, and underlying macroeconomic factors such as economic growth and government policies. Advertisers in the region need to adapt to these trends and circumstances to effectively reach their target audience and achieve their marketing objectives.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. 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 particular 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.

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 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).