Market Insights Advertising & Media Advertising

Social Media Advertising - Northern Africa

Northern Africa

Ad spending in the Social Media Advertising market is projected to reach US$452.80m in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 7.88%, resulting in a projected market volume of US$661.50m by 2029.
In global comparison, most ad spending will be generated in China (US$81,360.00m in 2024).
In the Social Media Advertising market, the number of users is expected to amount to 218.20m users by 2029.

Key regions: United States, France, Japan, Europe, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Social Media Advertising market in Northern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards digital platforms, with an increasing number of people using social media for various purposes such as communication, entertainment, and information. This has created a valuable opportunity for businesses to reach their target audience through social media advertising. Trends in the market indicate that businesses are recognizing the potential of social media advertising and are allocating more of their marketing budgets towards this channel. As a result, the competition among businesses to capture the attention of users on social media platforms has intensified. This has led to the development of more sophisticated and targeted advertising strategies, with businesses leveraging data analytics and artificial intelligence to optimize their social media advertising campaigns. Local special circumstances in Northern Africa also contribute to the growth of the Social Media Advertising market. The region has a young and tech-savvy population, with a high percentage of internet users. This provides businesses with a large and engaged audience to target through social media advertising. Additionally, the increasing availability of affordable smartphones and internet connectivity has further fueled the adoption of social media platforms in the region. Underlying macroeconomic factors also play a role in the development of the Social Media Advertising market in Northern Africa. The region has witnessed steady economic growth in recent years, which has resulted in an expanding middle class with increased purchasing power. This has created a favorable environment for businesses to invest in advertising and reach out to potential customers through social media platforms. Furthermore, the growing digital infrastructure in the region, including improved internet connectivity and the expansion of mobile networks, has facilitated the growth of the Social Media Advertising market. In conclusion, the Social Media Advertising market in Northern Africa is experiencing significant growth and development due to shifting customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As businesses continue to recognize the value of social media advertising, the market is expected to further expand in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.