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Digital Out-of-Home Advertising - Kenya

Kenya
  • Ad spending in the Digital Out-of-Home Advertising market in Kenya is forecasted to reach US$16.48m in 2025.
  • The market is anticipated to display an annual growth rate (CAGR 2025-2030) of 6.37%, leading to a projected market volume of US$22.44m by 2030.
  • In 2025, with a projected market volume of US$4.84bn, the majority of ad spending is expected to originate from China.
  • The average ad spending per capita in the Digital Out-of-Home Advertising market in Kenya is projected to be US$0.29 in 2025.
  • Kenya's Digital Out-of-Home Advertising market is rapidly growing, with a focus on interactive and engaging content to captivate the target audience.

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.
In-Scope
  • 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)
Out-Of-Scope
  • 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
Out-of-Home Advertising: market data & analysis - Cover

Market Insights report

Out-of-Home Advertising: market data & analysis
Study Details

    Ad Spending

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update:

    Source: Statista Market Insights

    Most recent update:

    Source: Statista Market Insights

    Analyst Opinion

    The Digital Out-of-Home Advertising market in Kenya has been experiencing significant growth in recent years, driven by changing customer preferences and advancements in technology. Customer preferences in the advertising industry have shifted towards more interactive and engaging experiences. Traditional static billboards are no longer as effective in capturing the attention of consumers who are constantly bombarded with advertisements. As a result, advertisers are turning to digital out-of-home advertising solutions to create dynamic and eye-catching campaigns. One of the key trends in the market is the increasing adoption of digital signage. Digital billboards and screens offer advertisers the flexibility to change their messages quickly and target specific audiences at different times of the day. This allows for more targeted and effective advertising campaigns. Additionally, interactive digital displays are becoming more popular, allowing consumers to engage with the advertisements and providing valuable data for advertisers. Another trend in the market is the integration of data and analytics into digital out-of-home advertising. Advertisers are now able to collect and analyze data on consumer behavior, such as how long individuals engage with an advertisement or which locations generate the most foot traffic. This data allows advertisers to optimize their campaigns and target their messages more effectively. Local special circumstances in Kenya have also contributed to the growth of the digital out-of-home advertising market. Kenya has a growing middle class with increasing disposable income, which has led to higher consumer spending. This provides advertisers with a larger audience to target and a greater potential for return on investment. Furthermore, Kenya has a high mobile phone penetration rate, with a significant portion of the population accessing the internet through their smartphones. This presents an opportunity for advertisers to leverage mobile technology and integrate it with digital out-of-home advertising. For example, advertisers can use location-based targeting to deliver personalized messages to consumers based on their proximity to a digital billboard or screen. Underlying macroeconomic factors, such as economic growth and urbanization, have also contributed to the development of the digital out-of-home advertising market in Kenya. As the economy continues to grow and more people move to urban areas, there is an increased demand for advertising space. Digital out-of-home advertising provides a cost-effective solution for advertisers to reach a large audience in urban centers. In conclusion, the Digital Out-of-Home Advertising market in Kenya is experiencing growth due to changing customer preferences, advancements in technology, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly adopting digital signage and integrating data and analytics into their campaigns. With the rising middle class and high mobile phone penetration rate, there is a significant opportunity for advertisers to leverage digital out-of-home advertising in Kenya.

    Global Comparison

    Most recent update:

    Source: Statista Market Insights

    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.

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    Out-of-Home Advertising: market data & analysis - BackgroundOut-of-Home Advertising: market data & analysis - Cover

    Key Market Indicators

    Notes: Based on IMF, World Bank, UN and Eurostat

    Most recent update:

    Source: Statista Market Insights

    Explore more high-quality data on related topic

    Out-of-home advertising worldwide – statistics & facts

    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.
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