Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in Eastern Africa has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Eastern Africa have been shifting towards more visually appealing and interactive advertising formats. Traditional billboards and posters are being replaced by digital screens and interactive displays, which allow for more engaging and dynamic content. This shift is driven by the increasing influence of technology and the desire for more personalized and immersive advertising experiences. Trends in the market include the rise of programmatic advertising, which allows advertisers to target specific audiences and optimize their campaigns in real-time. This trend is driven by the increasing availability of data and analytics, which enable advertisers to make more informed decisions and achieve better results. Additionally, there is a growing focus on sustainability in the Out-of-Home Advertising market, with advertisers and consumers alike demanding more environmentally friendly solutions. Local special circumstances in Eastern Africa, such as rapid urbanization and a growing middle class, have also contributed to the development of the Out-of-Home Advertising market. As cities expand and populations increase, there is a greater demand for advertising space and opportunities to reach a larger audience. Furthermore, the rising disposable incomes of the middle class have led to increased consumer spending and a greater demand for products and services, driving the need for advertising. Underlying macroeconomic factors, such as economic growth and political stability, have played a crucial role in the development of the Out-of-Home Advertising market in Eastern Africa. As the region experiences economic growth and stability, businesses have more confidence to invest in advertising and expand their reach. Additionally, the increasing urbanization and infrastructure development in Eastern Africa have created more opportunities for Out-of-Home Advertising, as new roads, buildings, and public spaces provide additional advertising space. In conclusion, the Out-of-Home Advertising market in Eastern Africa is developing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As technology advances, customer preferences evolve, and the region continues to experience economic growth, the Out-of-Home Advertising market in Eastern Africa is expected to further expand and innovate.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
