J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising and marketing in Africa – statistics & facts
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Africa harbors some of the most promising economies worldwide, which have boosted investments in advertising and marketing across the continent. Of the top 20 countries with the highest gross domestic product (GDP) growth in 2023, almost half are African. Similarly to other regions, Africa's ad spending bounced back shortly after the pandemic, an event that inaugurated a new phase for digital advertising everywhere. Between 2019 and 2024, the ad expenditure grew by over 20 percent, reaching an estimated 11.5 billion U.S. dollars in the latter year. By the end of the decade, that annual value is forecast to increase by another 16 percent, solidifying the continent's comparatively modest yet rising relevance for the global ad industry.
As of 2024, TV, out-of-home (OOH), and in-store media topped the ranking of the most dominant offline ad channels in South Africa, enjoying a reach of over 40 percent. Still, South Africa's leading online ad touchpoints far surpass that figure. Between 54 and 59 percent of adult South Africans come across ads on social media and video portals at least once every four weeks. Therefore, the marketing landscape is highly digitized. The same study reveals that about half of South Africans do not mind ads if they receive free content in return, while over 40 percent have bought products endorsed by influencers.
In 2024, the fastest-growing brand value in Africa belonged to an Egyptian company: Aluminum producer Egyptalum, currently part of the Northern African country's plan to become a literal solar energy powerhouse. Similarly to South Africa and Morocco, Egypt comprises an expanding digital ad sector. It ranked first among Africa's leading programmatic ad markets in 2023, with an estimated spending exceeding South Africa and Nigeria combined. The high investments seem to meet consumers where they are: Video portal ads' reach in Egypt stood at 60 percent in 2023.
The South African ad market
South Africa ranks first among African countries by GDP, standing out as a key investment hub. Within the marketing realm, however, that influence is even higher: In 2023, South Africa alone concentrated over 70 percent of the 200 most valuable African brands' aggregate value worldwide. For comparison, the second-placed market, Nigeria, held a share of less than eight percent. That reflects the marketing power of South Africa's strongest brands, such as finance giants First National Bank and Old Mutual, and the global retail group Woolworths.As of 2024, TV, out-of-home (OOH), and in-store media topped the ranking of the most dominant offline ad channels in South Africa, enjoying a reach of over 40 percent. Still, South Africa's leading online ad touchpoints far surpass that figure. Between 54 and 59 percent of adult South Africans come across ads on social media and video portals at least once every four weeks. Therefore, the marketing landscape is highly digitized. The same study reveals that about half of South Africans do not mind ads if they receive free content in return, while over 40 percent have bought products endorsed by influencers.
Morocco and Egypt are more than supporting players
The continent's northwesternmost country is home to one of Africa's most valuable brands: Attijariwafa Bank, headquartered in Casablanca. As of 2023, Morocco's top digital ad touchpoint is video portals like YouTube, which reach six of 10 adult Moroccans. For comparison, TV commercials' reach in Morocco stands below 50 percent, indicating that consumer habits quickly shifted toward online channels.In 2024, the fastest-growing brand value in Africa belonged to an Egyptian company: Aluminum producer Egyptalum, currently part of the Northern African country's plan to become a literal solar energy powerhouse. Similarly to South Africa and Morocco, Egypt comprises an expanding digital ad sector. It ranked first among Africa's leading programmatic ad markets in 2023, with an estimated spending exceeding South Africa and Nigeria combined. The high investments seem to meet consumers where they are: Video portal ads' reach in Egypt stood at 60 percent in 2023.
