Traditional Out-of-Home Advertising - Western Africa

Ad spending in Western Africa's Traditional Out-of-Home Advertising market is forecasted to hit US$172.50m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.65%, leading to an estimated market volume of US$190.30m by 2030.
The average ad spending per capita in Western Africa's Traditional Out-of-Home Advertising market is projected to be US$0.42 in 2024.
In Western Africa, Traditional Out-of-Home Advertising remains a prominent and effective way for brands to reach a diverse audience amidst the digital advertising surge.

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 Western Africa is experiencing significant growth and development.

Customer preferences: In Western Africa, there is a strong preference for traditional out-of-home advertising methods such as billboards, posters, and signage. This is due to the fact that these methods are highly visible and can reach a wide audience in both urban and rural areas. Additionally, traditional out-of-home advertising allows for creative and eye-catching designs that can capture the attention of passersby.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Western Africa is the increasing use of digital technology. While traditional methods still dominate the market, there is a growing demand for digital billboards and screens. These digital displays offer more flexibility and can be easily updated with new content, making them an attractive option for advertisers. Furthermore, the use of digital technology allows for more targeted advertising, as ads can be tailored to specific locations or times of day. Another trend in the market is the increasing adoption of mobile advertising. With the widespread use of smartphones in Western Africa, advertisers are recognizing the potential of reaching consumers through mobile devices. This can be done through mobile billboards or by partnering with mobile apps and websites to display ads. Mobile advertising offers the advantage of being highly personalized and interactive, allowing advertisers to engage with consumers in a more direct and meaningful way.

Local special circumstances: One of the unique aspects of the Traditional Out-of-Home Advertising market in Western Africa is the diverse population and languages spoken in the region. This presents a challenge for advertisers, as they need to create content that is culturally relevant and can be understood by a wide range of people. Advertisers need to consider local customs, traditions, and languages in order to effectively communicate their message to the target audience.

Underlying macroeconomic factors: The development of the Traditional Out-of-Home Advertising market in Western Africa can be attributed to several macroeconomic factors. Firstly, the region has experienced strong economic growth in recent years, leading to an increase in consumer spending. This has created a larger market for advertisers to target and has resulted in increased demand for advertising services. Additionally, Western Africa has a young and growing population, which presents a significant opportunity for advertisers. The youth demographic is often more receptive to advertising and has a higher disposable income, making them an attractive target market. Advertisers are capitalizing on this by creating campaigns that resonate with the younger generation and align with their values and interests. Overall, the Traditional Out-of-Home Advertising market in Western Africa is thriving due to customer preferences for traditional methods, the adoption of digital technology, the rise of mobile advertising, local special circumstances, and underlying macroeconomic factors. As the region continues to develop and evolve, it is likely that the market will continue to grow and adapt to meet the changing needs and preferences of consumers.

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.