Out-of-Home Advertising - Northern Africa

Out-of-Home Advertising market in Northern Africa is expected to see ad spending reach US$264.80m in 2024.
The largest market within this market is Traditional Out-of-Home Advertising, with a market volume of US$191.10m in 2024.
When compared globally, United States will lead in ad spending, reaching US$9.34bn in 2024.
The projected average ad spending per capita in the Out-of-Home Advertising market is US$1.01 in 2024.
In Northern Africa, Egypt's Out-of-Home Advertising market is seeing a surge in digital billboard adoption, revolutionizing traditional advertising strategies.

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 Northern Africa is experiencing steady growth and development. Customer preferences in the region show a strong inclination towards outdoor advertising. The population in Northern Africa is highly mobile, with a significant portion of the population commuting daily for work or other activities. This creates ample opportunities for advertisers to reach a large audience through out-of-home advertising. Additionally, the younger population in the region is highly tech-savvy and receptive to innovative and interactive advertising formats, further driving the demand for out-of-home advertising. Trends in the market indicate a shift towards digital out-of-home advertising. Digital billboards and screens are becoming increasingly popular in major cities across Northern Africa, offering advertisers more flexibility and creativity in their campaigns. The dynamic nature of digital advertising allows for real-time updates and targeted messaging, making it more appealing to both advertisers and consumers. Local special circumstances in Northern Africa contribute to the growth of the out-of-home advertising market. The region is known for its vibrant and bustling cities, with a high concentration of commercial activities and tourist attractions. This creates a favorable environment for out-of-home advertising, as businesses seek to capture the attention of the large urban population and the influx of tourists. Additionally, the relatively low cost of out-of-home advertising compared to other mediums makes it an attractive option for businesses of all sizes. Underlying macroeconomic factors also play a role in the development of the out-of-home advertising market in Northern Africa. The region has been experiencing economic growth in recent years, with increasing consumer spending and a growing middle class. This provides businesses with more resources to invest in advertising, including out-of-home campaigns. Furthermore, the rapid urbanization and infrastructure development in the region create new spaces and opportunities for out-of-home advertising. Overall, the Out-of-Home Advertising market in Northern Africa is thriving due to customer preferences for outdoor advertising, the shift towards digital formats, local special circumstances, and underlying macroeconomic factors. As the region continues to develop, the out-of-home advertising market is expected to further expand and evolve, offering new and exciting opportunities for advertisers.

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.