The Digital Video Advertising market in Kenya has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Kenya have shifted towards digital platforms and online content consumption. With the increasing availability of affordable smartphones and improving internet connectivity, more Kenyan consumers are accessing digital video content. This has led to a growing demand for digital video advertising, as advertisers recognize the potential to reach a large and engaged audience through online platforms. Trends in the market indicate a shift towards programmatic advertising in Kenya. Programmatic advertising uses automated technology to target specific audiences and deliver personalized ads in real-time. This trend is driven by the need for more efficient and effective advertising strategies. Programmatic advertising allows advertisers to reach the right audience at the right time, maximizing the impact of their campaigns. In addition, the use of data analytics and artificial intelligence in programmatic advertising enables advertisers to optimize their campaigns and measure their return on investment more accurately. Local special circumstances in Kenya, such as the dominance of mobile money and the popularity of social media, have also contributed to the growth of the Digital Video Advertising market. Mobile money services, such as M-Pesa, have made it easier for Kenyan consumers to make online payments, including for digital video advertising. Social media platforms like Facebook and YouTube are widely used in Kenya, providing a ready audience for digital video ads. Underlying macroeconomic factors, such as the growth of the Kenyan economy and increasing disposable income, have created a favorable environment for the Digital Video Advertising market. As the economy expands, more businesses are investing in advertising to promote their products and services. The rising disposable income of Kenyan consumers has also increased their purchasing power, making them attractive targets for advertisers. In conclusion, the Digital Video Advertising market in Kenya is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As more Kenyan consumers embrace digital platforms and online content consumption, the demand for digital video advertising is expected to continue growing. Advertisers are adopting programmatic advertising to reach their target audience more effectively, while local special circumstances and favorable macroeconomic conditions further contribute to the growth of the market.
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.
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