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.
"Given the challenges facing the world of communications and media in French-speaking Africa, the Adwesearch barometer, which we produce in partnership with Ipsos, provides quantified data and expert assessments that enable us to better understand developments in this complex and fast-moving market," explains René SAAL, founder of Adweknow.
"More and more of our clients are interested in the markets of French-speaking sub-Saharan Africa," says Marie-Paule Bayol, Director of Ipsos Projects in Africa, based in Paris. "To invest, particularly in advertising, they need relevant and reliable background data. Ipsos not only provides them with this data, but also offers them a holistic view of the evolution of society, markets, and individuals—both consumers and citizens and employees—in markets as dynamic, complex, and fragmented as those we are seeing emerge in Africa. To do this, we can count on a team of local experts, as well as experts in Paris, to support our clients in developing their activities on the continent.
METHODOLOGY
Ipsos conducted 69 online interviews with advertising and media experts in French-speaking Sub-Saharan Africa, most of whom are based in Africa. The questions mainly concerned:
· The perceived evolution of the advertising market in 2018 and the reasons for these changes.
· The frequency of media use in 2018 and intentions for use in 2019.
· The expected evolution of the advertising market in 2019.
The sample surveyed provides insights into all of French-speaking sub-Saharan Africa, as well as the four largest countries: Cameroon, Ivory Coast, Senegal, and the Democratic Republic of Congo.
Find the complete report: Adwesearch 2019 – Realities and prospects of the advertising market in French-speaking sub-Saharan Africa