Market Insights Advertising & Media Advertising

TV & Video Advertising - Ivory Coast

Ivory Coast

Ad spending in the TV & Video Advertising market in Ivory Coast is forecasted to reach US$59.13m by 2024.
The largest market within this industry is Traditional TV Advertising, with a market volume of US$42.71m in 2024.
When compared on a global scale, the United States is set to lead in ad spending, reaching US$143.80bn by 2024.
The average ad spending per user in Ivory Coast's Traditional TV Advertising market is projected to be US$1.79 in 2024.
By 2029, the number of TV Viewers in Ivory Coast is expected to reach 28.7m users.
Ivory Coast's TV & Video Advertising market shows a shift towards digital platforms, reflecting the country's growing tech-savvy audience.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Ivory Coast 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 Ivory Coast have shifted towards digital platforms and online video streaming services. With the increasing availability of high-speed internet and the growing popularity of smartphones, consumers are increasingly turning to digital channels for their entertainment needs. This has led to a surge in demand for TV and video advertising on digital platforms, as advertisers seek to reach the growing online audience. Trends in the market indicate a shift towards programmatic advertising, where ads are bought and sold through automated platforms. Programmatic advertising offers advertisers greater precision in targeting their desired audience, as well as the ability to optimize campaigns in real-time. This trend is driven by advancements in technology and data analytics, which allow for more efficient and effective advertising strategies. As a result, programmatic advertising is gaining traction in Ivory Coast, enabling advertisers to reach their target audience more effectively. Furthermore, there is a growing emphasis on native advertising in the TV & Video Advertising market in Ivory Coast. Native advertising seamlessly integrates promotional content into the user's viewing experience, making it less intrusive and more engaging. This approach has proven to be effective in capturing the attention of consumers and driving brand awareness. Advertisers are increasingly leveraging native advertising to create a more personalized and immersive advertising experience for viewers. Local special circumstances also play a role in the development of the TV & Video Advertising market in Ivory Coast. The country has a vibrant media landscape, with a wide variety of TV channels and video streaming platforms catering to different audience segments. This diversity provides advertisers with numerous opportunities to target specific demographics and tailor their messages accordingly. Additionally, the government has implemented policies to promote the growth of the advertising industry, creating a favorable environment for advertisers to invest in TV and video advertising. Underlying macroeconomic factors, such as economic growth and increasing disposable income, contribute to the development of the TV & Video Advertising market in Ivory Coast. As the country's economy continues to expand, more consumers have the purchasing power to afford TVs and smartphones, driving the demand for TV and video content. Advertisers recognize this growing consumer base and are keen to tap into the market by investing in TV and video advertising. In conclusion, the TV & Video Advertising market in Ivory Coast is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, programmatic advertising, and native advertising, coupled with a vibrant media landscape and favorable government policies, are driving the development of the market. As the country's economy continues to grow and consumer demand for TV and video content increases, the TV & Video Advertising market in Ivory Coast is expected to further expand in the coming years.

Methodology

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.