Out-of-Home Advertising - Western Africa

Out-of-Home Advertising market in Western Africa is projected to reach US$234.90m in 2024.
The largest market in Western Africa is Traditional Out-of-Home Advertising with a market volume of US$172.50m in 2024.
In global comparison, most ad spending will be generated United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market in Western Africa is projected to amount to US$0.57 in 2024.
In Western Africa, the Out-of-Home Advertising market is seeing a surge in digital billboard placements, reflecting a shift towards more interactive and engaging 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 Western Africa is experiencing significant growth and development, driven by changing customer preferences and favorable macroeconomic factors.

Customer preferences: Customers in Western Africa are increasingly drawn to Out-of-Home Advertising due to its wide reach and impact. With the rise of urbanization and increasing population in the region, there is a growing demand for advertising that can effectively target a large audience. Out-of-Home Advertising provides a unique opportunity for brands to engage with consumers in high-traffic areas, such as busy streets, shopping malls, and public transportation hubs. Additionally, the use of eye-catching visuals and creative messaging in Out-of-Home Advertising appeals to customers who are looking for innovative and memorable brand experiences.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Western Africa is the increasing use of digital signage. Traditional billboards and posters are being replaced by digital screens that can display dynamic content and engage viewers in real-time. This trend is driven by advancements in technology and the decreasing cost of digital displays. Digital signage allows advertisers to deliver targeted messages, adapt their content quickly, and measure the effectiveness of their campaigns. As a result, more companies are investing in digital Out-of-Home Advertising to enhance their brand visibility and connect with their target audience. Another trend in the market is the growing popularity of transit advertising. Western Africa has a rapidly expanding transportation network, including buses, taxis, and trains. Advertisers are leveraging this infrastructure by placing their ads on vehicles and in transit stations. Transit advertising allows brands to reach a captive audience during their daily commute, making it an effective way to generate brand awareness and drive customer engagement. This trend is also supported by the increasing availability of data and analytics, which enable advertisers to optimize their campaigns based on factors such as route, time of day, and passenger demographics.

Local special circumstances: The Out-of-Home Advertising market in Western Africa is influenced by the unique cultural and social dynamics of the region. Different countries in Western Africa have diverse languages, traditions, and consumer behaviors, which require advertisers to tailor their campaigns accordingly. Understanding the local context and preferences is crucial for successful Out-of-Home Advertising in Western Africa. Advertisers need to consider factors such as language preferences, cultural sensitivities, and local customs to ensure that their messages resonate with the target audience.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Western Africa is supported by favorable macroeconomic factors, such as population growth, urbanization, and increasing consumer spending. Western Africa has a young and rapidly growing population, which presents a large and dynamic consumer market. The region is also witnessing rapid urbanization, with more people moving to cities and urban areas. This urbanization trend creates opportunities for Out-of-Home Advertising, as it allows advertisers to target a concentrated population in high-traffic areas. Additionally, rising disposable incomes and changing consumer lifestyles are driving increased spending on products and services, leading to higher demand for advertising. In conclusion, the Out-of-Home Advertising market in Western Africa is experiencing growth and development due to changing customer preferences, including the demand for wide reach and impactful advertising. The market is also influenced by trends such as the adoption of digital signage and the popularity of transit advertising. Local special circumstances, including cultural and social dynamics, play a significant role in shaping the Out-of-Home Advertising landscape in Western Africa. Favorable macroeconomic factors, such as population growth, urbanization, and increasing consumer spending, further contribute to the market's growth.

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.