Digital Out-of-Home Advertising - Ethiopia

In Ethiopia, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$6.52m by 2024.
The expected annual growth rate (CAGR 2024-2030) of 6.73% indicates a projected market volume of US$9.64m by 2030.
China is anticipated to lead in ad spending with a projected market volume of US$4.37bn in 2024.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.05 in 2024.
Ethiopia's Digital Out-of-Home Advertising market is rapidly growing, leveraging innovative technology to engage consumers effectively in urban centers.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Ethiopia is experiencing significant growth and development, driven by changing customer preferences and favorable local circumstances.

Customer preferences: Ethiopian consumers are increasingly embracing digital technology, and this is reflected in their preferences for digital out-of-home advertising. With the rise of smartphones and internet connectivity, people are becoming more accustomed to digital content and are more likely to engage with digital advertisements. Additionally, the younger population in Ethiopia, who are more tech-savvy and open to new experiences, are particularly receptive to digital out-of-home advertising.

Trends in the market: One of the key trends in the Ethiopian digital out-of-home advertising market is the adoption of interactive and dynamic advertising displays. These displays allow advertisers to engage with consumers in a more personalized and interactive manner, enhancing the effectiveness of their campaigns. Furthermore, the use of data analytics and real-time tracking is becoming increasingly prevalent, enabling advertisers to measure the impact and reach of their digital out-of-home advertising campaigns.

Local special circumstances: Ethiopia has a large and rapidly growing population, making it an attractive market for advertisers. With a high urbanization rate, there is a concentration of consumers in urban areas, where digital out-of-home advertising can have a greater impact. Additionally, the Ethiopian government has been investing in infrastructure development, including the expansion of digital networks and the deployment of digital signage, creating more opportunities for digital out-of-home advertising.

Underlying macroeconomic factors: Ethiopia is experiencing strong economic growth, which is driving consumer spending and increasing the demand for advertising. As disposable incomes rise, consumers have more purchasing power, making them attractive targets for advertisers. Furthermore, the government's focus on promoting foreign direct investment and improving the business environment is attracting multinational companies to Ethiopia, increasing the demand for advertising services. In conclusion, the Digital Out-of-Home Advertising market in Ethiopia is witnessing significant growth and development due to changing customer preferences, favorable local circumstances, and underlying macroeconomic factors. As digital technology continues to advance and the Ethiopian market becomes more connected, the digital out-of-home advertising industry is expected to further expand and evolve.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.