Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Western Africa has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Western Africa have shifted towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the rise of smartphones, consumers in the region are now able to access a wide variety of TV shows, movies, and videos online. This has led to a decline in traditional television viewership and an increase in the demand for digital advertising. Trends in the market show that advertisers are recognizing the potential of reaching consumers through digital channels. They are investing more in TV and video advertising on online platforms, such as social media, streaming services, and video-sharing websites. These platforms offer targeted advertising options, allowing advertisers to reach specific audiences based on their interests, demographics, and online behavior. Local special circumstances also play a role in the development of the TV & Video Advertising market in Western Africa. The region has a large youth population, with a growing number of tech-savvy individuals who are active on social media and other digital platforms. Advertisers are capitalizing on this by creating engaging and interactive video content that resonates with the younger audience. Furthermore, the rise of local content production has contributed to the growth of TV & Video Advertising in Western Africa. As more local TV shows, movies, and music videos are being produced, advertisers are seizing the opportunity to promote their products and services through product placements, sponsorships, and branded content. Underlying macroeconomic factors are also driving the development of the TV & Video Advertising market in Western Africa. The region has been experiencing economic growth, leading to an increase in consumer spending power. This has created a favorable environment for advertisers to invest in TV and video advertising, as consumers are more likely to purchase products and services that they are exposed to through advertisements. In conclusion, the TV & Video Advertising market in Western Africa is developing due to customer preferences shifting towards digital platforms, trends in the market favoring online advertising, local special circumstances such as a large youth population and the rise of local content production, and underlying macroeconomic factors such as economic growth. Advertisers are recognizing the potential of reaching consumers through digital channels and are investing more in TV and video advertising on online platforms.
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) 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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