Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Central Africa

Central Africa

Ad spending in Central Africa's Traditional Out-of-Home Advertising market is forecasted to hit US$45.58m in 2024.
The sector is anticipated to experience an annual growth rate (CAGR 2024-2029) of 3.04%, leading to an estimated market volume of US$52.95m by 2029.
The average ad spending per capita in Central Africa's Traditional Out-of-Home Advertising market is projected to be US$0.47 in 2024.
In Central Africa, the rise of digital technologies is reshaping Traditional Out-of-Home Advertising strategies and driving innovation in the market.

Key regions: Germany, Europe, Asia, France, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in Central Africa is witnessing significant development and growth.

Customer preferences: Customers in Central Africa are increasingly drawn to traditional out-of-home advertising due to its wide reach and visibility. With limited access to digital media and internet penetration, traditional forms of advertising such as billboards, posters, and transit ads remain the most effective means of communication for businesses. Additionally, the diverse and vibrant culture of the region contributes to the popularity of traditional advertising, as it allows for creative and eye-catching campaigns that resonate with the local population.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Central Africa is the increasing use of innovative and interactive displays. Advertisers are incorporating technologies such as augmented reality and QR codes to engage consumers and provide a more immersive experience. This trend is driven by the desire to capture the attention of a younger and tech-savvy demographic, who are more likely to respond to interactive advertising. Another trend in the market is the growing demand for localized and targeted advertising campaigns. Advertisers are recognizing the importance of tailoring their messages to specific regions or communities within Central Africa. This approach allows them to connect with consumers on a more personal level and increase the effectiveness of their campaigns. Moreover, the use of local languages and cultural references in advertisements helps to establish a sense of familiarity and trust among the target audience.

Local special circumstances: Central Africa is a region with a diverse and fragmented market. Each country within the region has its own unique cultural, linguistic, and economic characteristics, which necessitate a localized approach to advertising. Advertisers must take into account these special circumstances and adapt their strategies accordingly. For example, in countries with high illiteracy rates, visual advertisements may be more effective than text-based ones. Similarly, understanding the cultural sensitivities and preferences of each country is crucial to avoid any potential backlash or misinterpretation of advertisements.

Underlying macroeconomic factors: The development of the Traditional Out-of-Home Advertising market in Central Africa is also influenced by underlying macroeconomic factors. Economic growth, urbanization, and increasing disposable incomes are driving the demand for advertising services. As more people move to urban areas and consumer spending power increases, businesses are looking to capitalize on this opportunity by investing in advertising to reach a larger customer base. Additionally, the presence of multinational companies in the region is fueling the growth of the advertising industry as they seek to establish their brands and expand their market share. In conclusion, the Traditional Out-of-Home Advertising market in Central Africa is experiencing significant growth due to customer preferences for wide reach and visibility, the use of innovative and interactive displays, the demand for localized and targeted campaigns, as well as underlying macroeconomic factors such as economic growth and urbanization. Advertisers must navigate the diverse and fragmented market of Central Africa by adapting their strategies to local special circumstances and understanding the cultural nuances of each country within the region.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.