Advertising experts estimate that this market will grow in 2019 (+11% vs. 2018). The arrival of digital terrestrial television in Côte d'Ivoire should boost investment.
Ipsos, the world's third-largest market research company, and Adweknow, an information and expertise platform specializing in communications in French-speaking Sub-Saharan Africa, have published the Adwesearch barometer on advertising market trends in the region for the second consecutive year.
This year, particular focus was also placed on advertisers' and advertising agencies' perceptions of the new Ivorian digital terrestrial television channels.
• Overall, 2018 was a stable year, but there are significant differences in opinion between those who view the year as positive and those who see it as negative. Trade tensions and the global economic slowdown, as well as elections in several countries in the region, are the main reasons for this perception.
• More than 40% of the experts surveyed believe that the market will grow in 2019, by an average of +11%. However, the economic and political situation in different countries leads to significant differences between countries.
• Digital advertising is at the heart of media strategies. The internet and social media are now used almost systematically by advertisers in their communication campaigns.
• FAST-MOVING CONSUMER GOODS, BANKING AND INSURANCE, and TELECOMS will be the most dynamic sectors in 2019. The alcoholic beverages sector, particularly BEER, which was one of the most active sectors in 2018, is awaiting the Ivorian government's draft law on alcoholic beverages.
• Regarding DTT in Côte d'Ivoire, 53% of respondents are familiar with at least three of the new DTT channels.
• 65% of respondents plan to use these new channels in their 2019 advertising campaigns.
• 55% of respondents plan to finance their presence on DTT channels by increasing their overall budget.