In recent years, advertising in French-speaking sub-Saharan Africa has undergone a major transformation linked to market liberalization, the creation of new advertising offerings, and the development of digital technology. These new opportunities open up unprecedented prospects for advertisers and agencies.
Globally, digital channels have been capturing a larger share of advertising spending. Africa is no exception, even though advertisers still have many questions about whether to follow this trend or continue to rely on traditional media.
It is true that despite high mobile penetration, many people do not have access to the internet and data prices remain high. Despite this, the development of the internet is accelerating and represents real potential. With the pandemic, digital technology has continued to gain ground in the communications sector. Digitalization was a necessity before the COVID crisis, and it is even more so now. Whether it is to communicate about the reputation of a brand or product, convey messages, or reach and retain new targets, digital has established itself as an effective and measurable channel.
According to the latest AFRICASCOPE results for 2022, internet usage in the eight French-speaking sub-Saharan African countries studied continues to grow.
Regular internet users (at least once a week) now account for 53% of the population, with significant variations from one country to another: 76% in Senegal and 57% in Côte d'Ivoire. As internet penetration increases in Africa and its use grows, particularly via social media, digital is eating into advertisers' advertising budgets.
So how does digital fit into communication strategies? Are advertisers now prioritizing digital? Are agencies tending to specialize? What does the word "digital" mean in advertising?
While it is difficult to accurately determine the development of digital technology and its uses in French-speaking sub-Saharan Africa, we have chosen to give a voice to professionals from the continent to decipher the phenomenon.
Advertisers, agencies, and industry experts share their experiences of the new challenges associated with digital technology and a rapidly changing advertising market.