Search Advertising - Northern Africa

Northern Africa

Highlights

Ad spending in the Search Advertising market in Northern Africa is forecasted to reach US$1.11bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 9.56%, leading to a projected market volume of US$1.92bn by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$137.00bn in 2024).
Within the Search Advertising market, 32% of the total ad spending is projected to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market in Northern Africa is estimated to be US$5.67 in 2024.
In Northern Africa, Search Advertising in Egypt is seeing a rise in mobile ad spending, reflecting the region's shift towards digital marketing strategies.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Northern Africa is experiencing significant growth and development in recent years. Customer preferences in the region are shifting towards online platforms and digital advertising. With the increasing availability of internet access and smartphones, consumers are spending more time online and relying on search engines to find information, products, and services. This has created a demand for search advertising, as businesses aim to reach their target audience at the right time and in the right context. Trends in the market show that businesses in Northern Africa are recognizing the effectiveness of search advertising in driving traffic and generating leads. They are allocating a larger portion of their marketing budgets towards search advertising campaigns to increase their online visibility and reach a wider audience. This trend is further fueled by the growing competition in the market, as businesses strive to stay ahead of their competitors and capture the attention of potential customers. Local special circumstances in Northern Africa also contribute to the development of the Search Advertising market. The region has a young and tech-savvy population, with a high percentage of internet users. This demographic is more likely to engage with online advertisements and make purchasing decisions based on search engine results. Additionally, the region's growing middle class has increased disposable income, leading to higher consumer spending and a greater demand for products and services. Underlying macroeconomic factors also play a role in the growth of the Search Advertising market in Northern Africa. The region has experienced economic stability and an increase in foreign investment, which has led to the growth of various industries. As businesses expand and compete in the market, they are turning to search advertising as a cost-effective and measurable way to promote their products and services. In conclusion, the Search Advertising market in Northern Africa is developing rapidly due to changing customer preferences, increasing competition, local special circumstances, and underlying macroeconomic factors. As businesses in the region recognize the importance of online visibility and reaching their target audience, they are investing more in search advertising to stay ahead in the market. This trend is expected to continue as the region's internet penetration and consumer spending continue to rise.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.