Ipsos Study: Francophone African Advertising Market Sees Digital Growth
A new report by Ipsos and Adweknow highlights the significant growth and shifting strategies within the francophone African advertising market, with digital channels taking prominence.
Research firm Ipsos, in partnership with Adweknow, a specialized information platform for communication in Sub-Saharan Francophone Africa, has released a comprehensive study on trends in the region's advertising market.
The report indicates that the francophone African advertising landscape has undergone a significant transformation in recent years. Economic growth, market liberalization, the emergence of new advertising offerings, and the development of digital technologies are creating unprecedented opportunities for advertisers, agencies, and media outlets.
Over 50% of advertising professionals surveyed perceived the market as having grown by an average of 10% in 2017. However, varying economic and political conditions across countries led to significant market differences. For 2018, growth is expected to be driven by digital advertising, the fast-moving consumer goods and telecommunications sectors, and particularly by economies in Ivory Coast and Senegal.
Internet and social media have become central to media strategies, now being used more frequently than historical media. A majority of advertisers and agencies already adopted these platforms in 2017, and their utilization is expected to intensify this year.