Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Ghana 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 Ghana have shifted towards digital platforms for consuming content, including TV shows, movies, and videos. With the increasing availability of high-speed internet and affordable smartphones, more Ghanaians are accessing online streaming services and social media platforms. This has led to a rise in demand for digital advertising, as advertisers recognize the potential of reaching a larger audience through these platforms. Trends in the market indicate a shift from traditional television advertising to digital video advertising in Ghana. Advertisers are increasingly investing in online video platforms, such as YouTube and Facebook, to reach their target audience. This trend is driven by the growing popularity of these platforms among Ghanaians, especially the younger demographic. Advertisers are also leveraging the interactive nature of digital video advertising to engage with consumers and create personalized experiences. Local special circumstances in Ghana, such as the availability of local content and the diversity of languages spoken, have also contributed to the growth of the TV & Video Advertising market. Ghana has a vibrant film and television industry, producing a wide range of content that appeals to both local and international audiences. Advertisers are capitalizing on this by partnering with local content creators and incorporating local cultural elements in their advertisements. Additionally, Ghana is a multilingual country, with several local languages spoken alongside English. Advertisers are tailoring their campaigns to different language groups to effectively communicate with their target audience. Underlying macroeconomic factors have also played a role in the development of the TV & Video Advertising market in Ghana. The country has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has created a favorable environment for advertisers, as consumers have more disposable income to spend on products and services. Furthermore, Ghana has a young and growing population, which presents a large consumer base for advertisers to target. In conclusion, the TV & Video Advertising market in Ghana is witnessing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the digital landscape and investing in online video platforms to reach a wider audience. The availability of local content and the diversity of languages spoken in Ghana provide unique opportunities for advertisers to connect with consumers. The country's economic growth and young population further contribute to the development of the market.
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.
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