Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Eastern Africa

Eastern Africa

Ad spending in the Digital Out-of-Home Advertising market in Eastern Africa is forecasted to reach US$33.37m in 2024.
The sector is expected to exhibit an annual growth rate (CAGR 2024-2029) of 9.26%, leading to a projected market volume of US$51.95m by 2029.
In 2024, China is anticipated to dominate the market with a projected volume of US$4,366.00m.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.07 in 2024.
In Eastern Africa, the Digital Out-of-Home Advertising market is rapidly growing, driven by increased internet penetration and urbanization trends.

Key regions: India, France, United States, United Kingdom, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in Eastern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards digital advertising due to its ability to reach a larger audience and provide more engaging content. Consumers are increasingly relying on digital platforms for information and entertainment, making digital out-of-home advertising a highly effective way to capture their attention. Additionally, the younger population in Eastern Africa is more tech-savvy and receptive to digital advertising, further driving the demand for this medium. Trends in the market show a rapid increase in the number of digital billboards and screens across major cities in Eastern Africa. This is driven by the growing urbanization and infrastructure development in the region. As more people move to cities, the demand for digital out-of-home advertising increases, as it offers a cost-effective way for brands to reach a large and diverse audience. Local special circumstances, such as the high mobile penetration rate in Eastern Africa, also contribute to the growth of the digital out-of-home advertising market. With a large portion of the population owning smartphones, advertisers can leverage mobile technology to deliver personalized and targeted ads on digital billboards and screens. This integration of mobile and out-of-home advertising creates a seamless and interactive experience for consumers, increasing the effectiveness of campaigns. Underlying macroeconomic factors, such as the growing economy and rising disposable incomes in Eastern Africa, further support the development of the digital out-of-home advertising market. As the region experiences economic growth, businesses have more resources to invest in advertising, leading to an increased demand for digital out-of-home advertising solutions. Additionally, the rising middle class in Eastern Africa presents a lucrative market for advertisers, as this segment has higher purchasing power and is more likely to engage with brands. In conclusion, the Digital Out-of-Home Advertising market in Eastern Africa is thriving due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As the region continues to develop and urbanize, the demand for digital out-of-home advertising is expected to further increase, presenting opportunities for advertisers to reach a larger and more engaged audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. 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, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.