Media Intelligence, a company that tracks advertising investments in Cameroon, has just published a report on the Cameroonian banking sector in 2024.
The report includes:
- A detailed examination of the competitive landscape for banks in Cameroon in 2024
- A comprehensive analysis of the various media monitored and the advertising environment in Cameroon
- Annual timelines for the distribution of banking products by medium
- A thorough assessment of Share of Voice (SOV) and Share of Spend (SOS) by media, platforms, and advertisers
- A comprehensive map of the advertising channels most used by banks
- A strategic breakdown of the media approaches of the top five banks
- An in-depth analysis of digital strategies and their impact on the reputation of banking institutions
KEY RESULTS
The Cameroonian banking sector is characterized by fierce competition: 19 banks reported in 2024 and invested nearly one billion CFA francs. OOH dominates, accounting for 68% of advertising investments with 649 million CFA francs.
The market consists of established players such as Société Générale and Afriland, as well as new pan-African entrants (UBA, Ecobank, BGFI Bank), and is facing accelerated digitalization: mobile offerings, fintech, and integration with mobile money services (Orange Money, MTN MoMo) and diversification of services: SME loans, insurance, and innovative products (6% savings accounts, prepaid cards).
MEDIA STRATEGIES
While OOH is widely used by the sector as a whole, the media strategies of bank advertisers remain diverse:
BGFI Bank devotes 44.7% of its investments to this area, while Afriland First Bank devotes 81% of its budget to print media.
CCA Bank uses three media equally: OOH (28.8%), TV (24.8%), and radio (31.9%) to reach a wide audience.
The MEDIA INTELLIGENCE study also examines digital strategies and their impact on the reputation of the banks studied.
Digital technology is also used as a key lever: TikTok campaigns, LinkedIn, and mobile applications.
The full report is available here.