BRAND media monitoring, which tracks advertising investments across all media in Côte d'Ivoire, has just published key figures on media investments in the banking sector in Côte d'Ivoire in 2022.
First observation: banks reduced their investments between 2021 and 2022. With 1.4 billion CFA francs in 2022, the decline reached 6.7%.
Second observation: Billboards are the most widely used medium and the only one not to have suffered a decline between 2021 and 2022. The press and television have lost nearly half of their gross revenues.
Third observation: major advertisers remain very present and are progressing in the TOP advertiser ranking. ECOBANK remains the leading investor in both 2022 and 2021, but ORABANK, Société Générale, UBA, and Orange Bank have each gained a few places in the hierarchy.
It is unfortunate that no digital advertising figures have been published, as this could be a factor explaining this negative trend. Have there been more investments in digital to replace actions taken in other media? Is digital experiencing the same downward trend as other media?
This publication follows the release a few months ago of a very comprehensive book entitled IVORY COAST BANKS AND ADVERTISING PERFORMANCE 2020-2022, priced at 75,000 CFA francs and available from Brand Media Monitoring.