Out-of-Home Advertising - Ethiopia

Ethiopia's ad spending in the Out-of-Home Advertising market is forecasted to reach US$32.49m in 2024.
The country's largest market is Traditional Out-of-Home Advertising, with a market volume of US$25.97m in 2024.
In global comparison, United States is expected to have the highest ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in Ethiopia's Out-of-Home Advertising market is projected to be US$0.25 in 2024.
Ethiopia's Out-of-Home Advertising market is rapidly expanding, with a surge in digital billboards and strategic placements driving industry growth.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

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

Customer preferences: Customers in Ethiopia are increasingly drawn to Out-of-Home Advertising due to its wide reach and impact. With limited access to digital media, traditional forms of advertising such as billboards and posters are highly effective in reaching the target audience. Additionally, the vibrant and colorful nature of Out-of-Home Advertising appeals to the Ethiopian culture, which values visual stimulation and creativity.

Trends in the market: The Out-of-Home Advertising market in Ethiopia is witnessing several key trends. Firstly, there is a growing demand for larger and more innovative advertising formats. Advertisers are leveraging the use of large billboards and digital screens to capture the attention of passersby. This trend is driven by the increasing urbanization in Ethiopia, with more people moving to cities and spending more time outdoors. Another trend in the market is the integration of technology in Out-of-Home Advertising. Digital screens and interactive displays are being used to engage consumers and provide a more immersive advertising experience. This trend is in line with the global shift towards digitalization and the increasing use of technology in advertising.

Local special circumstances: Ethiopia has a unique cultural and linguistic landscape, which poses both challenges and opportunities for the Out-of-Home Advertising market. Advertisers need to be mindful of cultural sensitivities and ensure that their messaging is relevant and appropriate for the local audience. Additionally, Ethiopia is a multilingual country, with several regional languages spoken across different regions. Advertisers need to take this into account and tailor their campaigns to specific regions and language preferences.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Ethiopia can be attributed to several underlying macroeconomic factors. Firstly, Ethiopia has been experiencing steady economic growth, which has resulted in an expanding middle class with increased purchasing power. This has created a larger consumer base for advertisers to target. Furthermore, the government of Ethiopia has been investing heavily in infrastructure development, including road networks and urban planning. This has led to the construction of new highways, shopping malls, and commercial centers, providing ample opportunities for Out-of-Home Advertising. In conclusion, the Out-of-Home Advertising market in Ethiopia is growing and evolving to meet the changing needs and preferences of customers. With its wide reach, visual appeal, and integration of technology, Out-of-Home Advertising is becoming an increasingly popular choice for advertisers in Ethiopia. However, advertisers need to be mindful of the local cultural and linguistic landscape and tailor their campaigns accordingly. The underlying macroeconomic factors, such as economic growth and infrastructure development, are also contributing to the growth of the market.

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.

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.