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

Digital Out-of-Home Advertising - Gabon

Gabon

In Gabon, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$0.80m in 2024.
The market is expected to exhibit a CAGR of 5.39% during the period 2024-2029, leading to a projected market volume of US$1.04m by 2029.
With a projected market volume of US$4,366.00m in 2024, China will dominate in ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is anticipated to be US$0.32 in 2024.
Gabon's Digital Out-of-Home Advertising market is witnessing a surge in innovative interactive campaigns, captivating audiences with dynamic content and enhancing brand engagement.

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

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Analyst Opinion

The Digital Out-of-Home Advertising market in Gabon is experiencing significant growth and development.

Customer preferences: Gabonese consumers are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. The use of digital screens and interactive technologies allows advertisers to capture the attention of consumers and deliver impactful messages. This form of advertising is particularly effective in urban areas where there is high foot traffic and a large concentration of potential customers.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Gabon is the adoption of programmatic advertising. This technology enables advertisers to automate the buying and selling of ad space, allowing for more targeted and efficient campaigns. Programmatic advertising in the digital out-of-home space allows advertisers to reach specific audiences based on factors such as location, time of day, and demographic data. This trend is driven by the increasing availability of data and the desire for more personalized advertising experiences. Another trend in the market is the integration of mobile and digital out-of-home advertising. With the widespread use of smartphones, advertisers are leveraging mobile technology to enhance their digital out-of-home campaigns. For example, QR codes and NFC technology can be used to connect consumers with additional content or offers when they interact with digital out-of-home advertisements. This integration of mobile and digital out-of-home advertising provides a seamless and interactive experience for consumers.

Local special circumstances: Gabon is experiencing rapid urbanization, with a significant portion of the population living in urban areas. This urbanization trend has led to an increase in the number of digital out-of-home advertising opportunities, as more people are exposed to these advertisements on a daily basis. Additionally, Gabon has a growing middle class with disposable income, making it an attractive market for advertisers.

Underlying macroeconomic factors: The Gabonese economy has been growing steadily in recent years, driven by sectors such as oil, mining, and tourism. This economic growth has resulted in increased consumer spending power and a larger advertising market. As businesses seek to capitalize on this growth and reach a wider audience, they are turning to digital out-of-home advertising as an effective and efficient marketing tool. Additionally, the government of Gabon has been supportive of foreign investment and has implemented policies to attract businesses to the country, further fueling the growth of the digital out-of-home advertising market.

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.