Retail Platform Advertising - Ethiopia

In Ethiopia, ad spending in the Retail Platform Advertising market market is projected to reach US$7.56m in 2024.
This ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 15.57%, leading to a projected market volume of US$18.01m by 2030.
Furthermore, the average ad spending per user in the Retail Platform Advertising market market in Ethiopia is expected to amount to US$4.24 in 2024.
In a global context, the majority of ad spending will be generated the United States, which is projected to reach US$57.63bn in 2024.
Ethiopia's retail platform advertising market is witnessing a surge in digital engagement, driven by the increasing penetration of mobile technology and internet access.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Ethiopia is witnessing considerable growth, fueled by the surge in internet penetration, the increasing use of mobile devices, and the rising demand for targeted advertising, as businesses seek to engage consumers more effectively.

Customer preferences: In Ethiopia, consumers are shifting towards personalized shopping experiences, significantly impacting the Retail Platform Advertising Market. With a young, tech-savvy population, there's a growing preference for tailored advertising that resonates with local culture and values. Additionally, the rise of social media platforms is influencing purchasing decisions, prompting brands to adopt more interactive and engaging advertising strategies. As urbanization accelerates, lifestyle changes are also driving demand for convenience, emphasizing the need for targeted promotions that cater to evolving consumer habits.

Trends in the market: In Ethiopia, the Retail Platform Advertising Market is experiencing a shift towards data-driven marketing strategies, as brands increasingly leverage analytics to understand consumer behavior and preferences. Mobile commerce is on the rise, with more consumers engaging in online shopping through smartphones, prompting advertisers to create mobile-optimized campaigns. Social media platforms are emerging as key advertising channels, allowing brands to connect with a younger audience through visually engaging content. This trend emphasizes the importance of cultural relevance in advertising, driving brands to innovate and personalize their messaging to resonate with Ethiopian consumers. As these dynamics evolve, industry stakeholders must adapt to remain competitive in a rapidly changing landscape.

Local special circumstances: In Ethiopia, the Retail Platform Advertising Market is uniquely influenced by its diverse cultural heritage and rapid urbanization. The country's varied ethnic groups necessitate culturally tailored advertising to resonate with consumers, fostering brand loyalty. Additionally, the regulatory landscape is evolving, with increasing government support for digital initiatives, paving the way for more organized advertising practices. The growth of mobile internet access in urban areas further accelerates online shopping adoption, compelling brands to invest in targeted mobile campaigns that reflect local values and preferences.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Ethiopia is significantly shaped by macroeconomic factors such as economic growth, urbanization, and demographic shifts. Ethiopia's burgeoning economy, characterized by increasing GDP and rising disposable incomes, creates a more favorable environment for retail advertising. Coupled with a youthful population that is increasingly tech-savvy, brands are encouraged to leverage innovative advertising strategies. Furthermore, government fiscal policies that promote digital literacy and e-commerce are bolstering the retail sector. As foreign investment flows into the country, it enhances competition, driving local brands to adopt more sophisticated advertising methodologies tailored to consumer preferences.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.