Market Insights Advertising & Media Advertising

TV & Video Advertising - Central Africa

Central Africa

Ad spending in the TV & Video Advertising market in Central Africa is forecasted to reach US$164.20m in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$89.82m in 2024.
When compared globally, the United States is expected to generate the highest ad spending with US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$1.94 in 2024.
By 2029, the number of TV Viewers in Central Africa is anticipated to reach 52.9m users.
Central Africa's TV & Video Advertising market shows a growing interest from international brands seeking to tap into the region's emerging consumer base.

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 Central Africa is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in Central Africa are shifting towards digital media consumption, with an increasing number of people accessing content through smartphones and other mobile devices. This trend is fueled by the growing availability of affordable internet access and the rising popularity of social media platforms. As a result, advertisers are recognizing the importance of reaching consumers through digital channels, leading to a surge in TV & Video Advertising investment in the region. Trends in the market show that advertisers are increasingly adopting programmatic advertising techniques in Central Africa. Programmatic advertising allows for more targeted and personalized campaigns, as it uses data and algorithms to automate the buying and placement of advertisements. This trend is driven by the desire to optimize advertising spend and improve the effectiveness of campaigns. Additionally, the use of programmatic advertising enables advertisers to reach specific audience segments, resulting in higher engagement and conversion rates. Local special circumstances in Central Africa also contribute to the development of the TV & Video Advertising market. The region has a large and diverse population, with different cultural and linguistic backgrounds. This diversity presents both opportunities and challenges for advertisers, as they need to tailor their campaigns to resonate with the local audience. Advertisers are increasingly focusing on creating localized content and leveraging local influencers to connect with consumers on a deeper level. Underlying macroeconomic factors play a significant role in the growth of the TV & Video Advertising market in Central Africa. The region is experiencing economic growth, with increasing disposable incomes and a growing middle class. This economic development translates into higher consumer spending and greater demand for products and services. Advertisers are capitalizing on this trend by investing in TV & Video Advertising to reach the expanding consumer base and drive sales. In conclusion, the TV & Video Advertising market in Central Africa is developing rapidly due to changing customer preferences, the adoption of programmatic advertising, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the importance of digital channels and are investing in targeted and personalized campaigns to reach the growing consumer base in the region. As Central Africa continues to experience economic growth, the TV & Video Advertising market is expected to further expand in the coming years.

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.