Traditional Out-of-Home Advertising - Northern Africa

Ad spending in the Traditional Out-of-Home Advertising market in Northern Africa is forecasted to reach US$191.10m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 2.21%, leading to a projected market volume of US$217.80m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$0.73 in 2024.
In Northern Africa, the traditional out-of-home advertising market is experiencing a resurgence in popularity due to its high visibility among the local population.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Northern Africa is experiencing significant growth and development, driven by several key factors. Customer preferences in the region are playing a crucial role in shaping the market. With a large population and a growing middle class, there is an increasing demand for products and services. As a result, businesses are looking for effective ways to reach their target audience and raise brand awareness. Traditional Out-of-Home Advertising provides a tangible and visible presence, allowing companies to connect with consumers in a meaningful way. Additionally, many consumers in Northern Africa still rely on traditional media channels for information, making Out-of-Home Advertising an effective way to reach a wide audience. One of the main trends in the market is the adoption of digital technology. Digital Out-of-Home Advertising is gaining popularity in Northern Africa, as it offers more flexibility and interactivity compared to traditional static billboards. Digital screens can display dynamic content, allowing advertisers to engage with their audience in real-time. This trend is driven by advancements in technology and the increasing availability of digital infrastructure in the region. Advertisers are also attracted to the ability to target specific demographics and measure the effectiveness of their campaigns. Another trend in the market is the focus on creativity and innovation. Advertisers in Northern Africa are becoming more creative in their approach to Out-of-Home Advertising, using eye-catching designs, unique placements, and interactive elements to capture the attention of consumers. This trend is driven by the need to stand out in a crowded advertising landscape and create memorable experiences for consumers. Advertisers are also leveraging new technologies, such as augmented reality and virtual reality, to create immersive and engaging campaigns. Local special circumstances in Northern Africa also contribute to the development of the Traditional Out-of-Home Advertising market. The region has a rich cultural heritage and a strong sense of community, which makes Out-of-Home Advertising an effective way to connect with consumers on a local level. Additionally, the region's urbanization and population growth create opportunities for advertisers to reach a large number of people in densely populated areas. Underlying macroeconomic factors also play a role in the development of the market. Northern Africa has experienced economic growth in recent years, leading to increased consumer spending and investment in advertising. Additionally, governments in the region are recognizing the importance of the advertising industry and implementing policies to support its growth. This includes infrastructure development, regulatory reforms, and incentives for businesses to invest in advertising. In conclusion, the Traditional Out-of-Home Advertising market in Northern Africa is developing in response to customer preferences, technological advancements, creative innovation, local special circumstances, and underlying macroeconomic factors. As the region continues to grow and evolve, the market is expected to expand further, offering new opportunities for advertisers to connect with consumers in a meaningful way.

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.

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.