Advertising - Northern Africa | Statista Market Forecast

Ad spending in the Advertising market in Northern Africa is forecasted to reach US$3.38bn in 2024.
The largest market within the region is Search Advertising with a market volume of US$1.11bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market of Northern Africa, 74% of total ad spending is projected to be generated through digital in 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$4.25 in 2024.
Furthermore, in the Advertising market of Northern Africa, Advertising market of the 83% revenue is anticipated to be generated through programmatic advertising in 2030.
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.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

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.

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).

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.