Digital Video Advertising - Western Africa

Ad spending in the Digital Video Advertising market in Western Africa is projected to reach US$204.20m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of 5.83%, resulting in a projected market volume of US$287.00m by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States.
In the Digital Video Advertising market in Western Africa, 77% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to amount to US$1.10 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Western Africa is projected to reach US$4.21m in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 4.30%, resulting in a projected market volume of US$5.42m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Western Africa is projected to reach US$97.35m in 2024.
Ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.66%, resulting in a projected market volume of US$169.30m by 2030.
In Western Africa, the demand for programmatic buying in digital video advertising is rapidly increasing, reshaping the region's advertising landscape.

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 Western Africa is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Western Africa are shifting towards digital platforms and online content consumption. With the increasing availability of affordable smartphones and internet connectivity, more people in the region are accessing digital video content. This has led to a rise in demand for digital video advertising as advertisers seek to reach this growing audience. Additionally, customers in Western Africa are becoming more receptive to digital advertising, as they find it more engaging and interactive compared to traditional forms of advertising. Trends in the market indicate that advertisers are increasingly investing in digital video advertising in Western Africa. This is driven by the effectiveness of video ads in capturing audience attention and conveying brand messages. Advertisers are also leveraging the power of social media platforms and streaming services to reach a wider audience. Furthermore, the use of programmatic advertising technology is gaining traction in Western Africa, allowing advertisers to target specific demographics and optimize their ad campaigns. Local special circumstances in Western Africa contribute to the development of the digital video advertising market. The region has a large and growing population, providing advertisers with a significant consumer base to target. Additionally, Western Africa has a vibrant and diverse media landscape, with a mix of local and international content providers. This creates opportunities for advertisers to collaborate with local content creators and leverage their expertise and influence to reach the target audience effectively. Underlying macroeconomic factors also play a role in the growth of the digital video advertising market in Western Africa. The region has been experiencing economic growth, leading to an increase in disposable income and consumer spending. This provides advertisers with the opportunity to invest in digital video advertising to capture the attention of the growing middle-class population. Furthermore, the expansion of internet infrastructure and the availability of affordable smartphones have made digital video advertising more accessible to a larger audience in Western Africa. In conclusion, the Digital Video Advertising market in Western Africa is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly investing in digital video advertising to reach the growing audience in the region. With the continued growth of internet penetration and smartphone adoption, the market is expected to further expand in the coming years.

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.