Digital Video Advertising - Northern Africa

Ad spending in the Digital Video Advertising market in Northern Africa is expected to reach US$306.20m in 2024.
The market is projected to grow at an annual rate of 5.74% between 2024 and 2030, reaching a volume of US$428.10m by 2030.
With a market volume of US$85.39bn in 2024, the United States is set to generate the most revenue in this market.
In 2030, 67% of total ad spending in the Digital Video Advertising market of Northern Africa will come from mobile sources.
The projected average ad spending per internet user in the Digital Video Advertising market of Northern Africa is US$1.57 in 2024.
Connected TV ad spending in this market is anticipated to hit US$8.63m in 2024, with an expected growth rate of 3.96% between 2024 and 2030, resulting in a market volume of US$10.90m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market of Northern Africa is forecasted to reach US$141.10m in 2024 and is expected to grow annually by 9.14%, reaching a volume of US$238.40m by 2030.
Northern Africa's Digital Video Advertising market is rapidly growing, driven by increased internet penetration and a surge in mobile video consumption.

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 Northern Africa is experiencing significant growth and development due to various factors. Customer preferences in the region are shifting towards digital platforms and consuming video content online. With the increasing availability of high-speed internet and the growing popularity of smartphones, consumers are spending more time online and engaging with video content. This change in consumer behavior has led advertisers to invest more in digital video advertising to reach their target audience effectively. Trends in the market show that advertisers in Northern Africa are recognizing the potential of digital video advertising and allocating a larger portion of their marketing budgets towards this medium. This trend is driven by the effectiveness of video ads in capturing consumers' attention and conveying messages in a visually appealing and engaging manner. Advertisers are also leveraging the targeting capabilities of digital video advertising to reach specific demographics and increase the relevance of their ads. Local special circumstances in Northern Africa, such as the young population and the increasing urbanization, contribute to the growth of the digital video advertising market. The region has a large youth population that is highly engaged with digital platforms and video content. Advertisers are targeting this demographic through digital video advertising to capture their attention and build brand awareness. Additionally, the rapid urbanization in the region has led to increased access to digital infrastructure, making it easier for advertisers to reach a larger audience through digital video advertising. Underlying macroeconomic factors, such as the growth of the digital economy and the increasing disposable income in Northern Africa, also play a role in the development of the digital video advertising market. The digital economy in the region is expanding rapidly, creating opportunities for advertisers to reach consumers through digital channels. As disposable income increases, consumers are more likely to engage with online platforms and consume video content, creating a favorable environment for digital video advertising. In conclusion, the Digital Video Advertising market in Northern Africa is growing and evolving due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of digital video advertising to reach their target audience effectively and are investing more in this medium. As the region continues to embrace digital platforms and experience economic growth, the digital video advertising market is expected to further expand in Northern Africa.

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.