Digital Out-of-Home Advertising - Northern Africa

Ad spending in the Digital Out-of-Home Advertising market in Northern Africa is forecasted to reach US$73.71m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.65%, leading to a projected market volume of US$114.70m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending will be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$0.28 in 2024.
In Northern Africa, the Digital Out-of-Home Advertising market is rapidly expanding due to increased urbanization and growing consumer demand for interactive and engaging content.

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

Digital Out-of-Home Advertising is experiencing significant growth in Northern Africa, driven by changing customer preferences and the increasing adoption of digital technologies in the region. Customer preferences in Northern Africa are shifting towards more interactive and engaging advertising experiences. Traditional forms of advertising, such as billboards and print ads, are becoming less effective in capturing the attention of consumers who are constantly exposed to a wide range of media. As a result, advertisers are turning to digital out-of-home advertising to create more dynamic and interactive campaigns that can capture the attention of consumers and drive engagement. One of the key trends in the market is the increasing use of digital signage in public spaces. Digital signage allows advertisers to display dynamic and targeted content, making it more engaging and relevant to the audience. This trend is particularly prevalent in urban areas, where there is a high concentration of people and a greater demand for advertising space. As a result, digital signage networks are being established in shopping malls, airports, train stations, and other high-traffic locations across Northern Africa. Another trend in the market is the integration of mobile technology with digital out-of-home advertising. With the widespread use of smartphones in the region, advertisers are leveraging mobile devices to enhance the effectiveness of their campaigns. For example, they are using technologies such as QR codes and NFC tags to allow consumers to interact with digital signage and access additional information or special offers. This integration of mobile technology not only enhances the customer experience but also provides advertisers with valuable data and insights into consumer behavior. Local special circumstances in Northern Africa also contribute to the development of the digital out-of-home advertising market. The region has a large and growing young population, which is highly receptive to digital advertising and spends a significant amount of time outdoors. This demographic trend provides advertisers with a large and captive audience for their campaigns. Additionally, Northern Africa has a vibrant tourism industry, attracting a large number of international visitors. Digital out-of-home advertising allows advertisers to target these tourists with relevant and localized messages, enhancing their overall experience and driving engagement. Underlying macroeconomic factors also play a role in the development of the digital out-of-home advertising market in Northern Africa. The region has been experiencing steady economic growth, which has led to increased consumer spending and investment in infrastructure. This economic growth has created opportunities for advertisers to expand their reach and target new audiences. Furthermore, the rapid advancements in technology and the increasing availability of high-speed internet have made it easier and more cost-effective for advertisers to deploy digital out-of-home advertising campaigns. In conclusion, the Digital Out-of-Home Advertising market in Northern Africa is experiencing growth due to changing customer preferences, the increasing use of digital technologies, local special circumstances, and underlying macroeconomic factors. Advertisers are embracing digital out-of-home advertising as a way to create more engaging and interactive campaigns that can capture the attention of consumers in a highly competitive media landscape. As the region continues to develop and innovate, the digital out-of-home advertising market 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.