TV & Video Advertising - Northern Africa

Ad spending in the TV & Video Advertising market in Northern Africa is forecasted to reach US$720.50m in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$414.30m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$2.54 in 2024.
By 2030, the number of TV Viewers in Northern Africa is anticipated to reach 0.0users.
Northern Africa's TV & Video Advertising market is experiencing a shift towards digital platforms to reach a tech-savvy audience in Egypt.

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.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Northern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the growing popularity of smartphones, consumers are now able to access a wide range of TV shows, movies, and videos online. This has led to a decline in traditional TV viewership and an increase in digital video consumption. Advertisers are recognizing this shift in consumer behavior and are investing more in digital advertising to reach their target audience. Trends in the market show a significant increase in programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is driven by the rise of data-driven advertising, where advertisers use data and analytics to target specific audiences and deliver personalized ads. Programmatic advertising also provides advertisers with real-time data and insights, allowing them to optimize their campaigns and measure their impact. Another trend in the market is the rise of video-on-demand (VOD) platforms. VOD platforms offer a wide range of TV shows, movies, and videos that can be accessed anytime, anywhere. This convenience and flexibility have attracted a large number of viewers, especially among the younger generation. Advertisers are capitalizing on this trend by placing ads within the content on VOD platforms, reaching a captive audience that is highly engaged and receptive to advertising. Local special circumstances in Northern Africa contribute to the growth of the TV & Video Advertising market. The region has a large and growing population, with a significant percentage of young people. This demographic is highly active on digital platforms and is driving the demand for digital content and advertising. Additionally, Northern Africa has a rapidly expanding middle class, which has increased purchasing power and disposable income. Advertisers are targeting this demographic with tailored advertising campaigns to promote their products and services. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in Northern Africa. The region has experienced economic growth in recent years, leading to an increase in consumer spending. This has created opportunities for advertisers to reach a larger audience and promote their brands. Furthermore, governments in the region are investing in infrastructure development, including the expansion of internet connectivity. This has facilitated the growth of digital advertising and allowed advertisers to reach consumers in even the most remote areas. In conclusion, the TV & Video Advertising market in Northern Africa is witnessing significant growth and development. Customer preferences are shifting towards digital platforms and online streaming services, driving the demand for digital advertising. Programmatic advertising and video-on-demand platforms are emerging trends in the market, providing advertisers with more efficient and effective ways to reach their target audience. Local special circumstances, such as a large and young population and a growing middle class, contribute to the growth of the market. Underlying macroeconomic factors, including economic growth and infrastructure development, further support the development of the TV & Video Advertising market in Northern Africa.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.