Digital Video Advertising - Ethiopia

Ad spending in the Digital Video Advertising market in Ethiopia is forecasted to reach US$6.57m in 2024.
The annual growth rate (CAGR 2024-2030) of ad spending is expected to be 5.95%, leading to a projected market volume of US$9.29m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
In Ethiopia, 60% of total ad spending in the Digital Video Advertising market will come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to be US$0.21 in 2024.
Connected TV ad spending in the Digital Video Advertising market is expected to reach US$92.82k in 2024, with an annual growth rate (CAGR 2024-2030) of 3.52%, resulting in a projected market volume of US$114.30k by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Ethiopia is projected to reach US$3.46m in 2024, with an annual growth rate (CAGR 2024-2030) of 9.54%, leading to a projected market volume of US$5.98m by 2030.
Ethiopia's digital video advertising market is rapidly expanding, driven by increased internet penetration and a growing demand for online video content.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Ethiopia is experiencing significant growth and development.

Customer preferences: Ethiopian consumers are increasingly turning to digital platforms for entertainment and information, creating a growing demand for digital video content. With the increasing availability of affordable smartphones and improving internet connectivity, more people are accessing video content online. This shift in consumer behavior is driving the demand for digital video advertising as companies seek to reach their target audience through these channels.

Trends in the market: One of the key trends in the Ethiopian Digital Video Advertising market is the rise of social media platforms as a popular medium for video consumption. Platforms like Facebook and YouTube have gained significant traction in the country, attracting a large number of users who spend a significant amount of time watching videos. This trend has created opportunities for advertisers to reach a wider audience through targeted video ads on these platforms. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of digital ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the need for advertisers to optimize their ad spend and maximize the return on investment.

Local special circumstances: Ethiopia has a young and growing population, with a significant portion of the population under the age of 30. This demographic is highly engaged with digital media and spends a considerable amount of time consuming video content online. Advertisers are leveraging this demographic trend by creating video ads that resonate with the preferences and interests of the younger generation. Additionally, Ethiopia has a vibrant creative industry, with a growing number of content creators and influencers. These individuals have a significant influence on consumer behavior and can help advertisers reach their target audience more effectively. Collaborations between brands and content creators are becoming increasingly common in the Ethiopian Digital Video Advertising market.

Underlying macroeconomic factors: Ethiopia has been experiencing steady economic growth in recent years, which has resulted in an increase in disposable income and consumer spending. This economic growth has created a favorable environment for advertisers, as consumers have more purchasing power and are more likely to engage with digital video ads. Furthermore, the government of Ethiopia has been investing in expanding internet infrastructure and improving connectivity across the country. This investment has resulted in improved internet speeds and increased access to digital platforms, making it easier for advertisers to reach a wider audience through digital video advertising. In conclusion, the Digital Video Advertising market in Ethiopia is developing rapidly due to changing customer preferences, increasing adoption of digital platforms, and favorable macroeconomic factors. Advertisers are leveraging these trends and special circumstances to reach their target audience more effectively and efficiently. As the market continues to grow, it presents significant opportunities for both local and international advertisers to engage with Ethiopian consumers through digital video advertising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, 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.

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

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.