Market Insights Advertising & Media Advertising

TV & Video Advertising - Cameroon

Cameroon

Ad spending in the TV & Video Advertising market in Cameroon is forecasted to reach US$46.80m in 2024.
The largest market is Digital Video Advertising with a market volume of US$27.36m in 2024.
When compared globally, the United States will lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is expected to be US$1.72 in 2024.
By 2029, the number of TV Viewers in Cameroon is projected to reach 19.1m users.
Cameroon's TV & Video Advertising market is embracing digital transformation, with a shift towards targeted online ads to reach a tech-savvy audience.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Cameroon is experiencing significant growth and development.

Customer preferences: In recent years, there has been a notable shift in customer preferences towards digital platforms for consuming TV and video content. This can be attributed to the increasing availability of high-speed internet and the proliferation of smartphones in Cameroon. Customers are now demanding more personalized and interactive advertising experiences, which can be delivered through digital channels. Additionally, there is a growing interest in streaming services and on-demand content, further driving the demand for TV and video advertising on digital platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Cameroon is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more effectively. This trend is fueled by the increasing adoption of data-driven advertising strategies and the availability of advanced targeting capabilities. Advertisers are now able to reach specific demographics and interests, leading to more efficient and effective advertising campaigns. Another trend in the market is the integration of social media platforms with TV and video advertising. Social media platforms have become an integral part of people's lives in Cameroon, and advertisers are leveraging this popularity to reach their target audience. By incorporating social media elements into TV and video advertisements, advertisers are able to engage with customers on multiple platforms and increase brand visibility.

Local special circumstances: Cameroon has a diverse population with multiple languages and cultures. This presents a unique challenge for advertisers who need to create content that resonates with different segments of the population. Advertisers are increasingly focusing on creating localized and culturally relevant advertisements to effectively communicate their message to the target audience. This includes using local languages, incorporating cultural references, and featuring local celebrities or influencers in advertisements.

Underlying macroeconomic factors: The TV & Video Advertising market in Cameroon is also influenced by macroeconomic factors such as GDP growth, consumer spending, and government regulations. As the economy grows and disposable income increases, consumers have more purchasing power, leading to higher demand for products and services. This in turn drives the demand for TV and video advertising as companies strive to reach these consumers. Additionally, government regulations and policies play a role in shaping the advertising landscape. Advertisers need to comply with local regulations and guidelines to ensure their advertisements are legal and ethical. In conclusion, the TV & Video Advertising market in Cameroon is experiencing growth and development driven by changing customer preferences, emerging trends such as programmatic advertising and social media integration, local special circumstances, and underlying macroeconomic factors. Advertisers need to adapt to these changes and tailor their strategies to effectively reach their target audience in this dynamic market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

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, web traffic, 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, media consumption, internet users, consumer spending, and digital consumer spending.

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.