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Advertising market: An increase of 11% announced in 2019

2019 will be a good year for the advertising market in French-speaking Sub-Saharan Africa. At least, that’s what the Ipsos-Adwesearch barometer reveals.

By Lilia Ayari

The advertising market is expected to grow by 11% in 2019, compared to 2018, according to the Adwesearch barometer of industry trends in the region. Produced for the second consecutive year, by Ipsos, the essential market research specialist and Adweknow, an information and expertise platform specializing in communication in French-speaking Sub-Saharan Africa.

“Better understand the evolutions of this complex and bubbling market”

“Faced with the challenges facing the world of communication and media in French-speaking Africa, the Adwesearch barometer that we carry out in partnership with Ipsos, allows us to have quantified data and assessments of qualified experts to better understand the evolutions of this complex and bubbling market, “explains René SAAL founder of Adweknow. “Our customers are always more interested in the markets of Francophone Sub-Saharan Africa,” says Marie-Paule Bayol, Director of Ipsos projects in Africa based in Paris. To invest, especially in advertising communication, they need relevant and reliable scoping data. “

“The economic and political situation of different countries generates significant differences depending on the country”

Thus, while 40% of the experts surveyed envisage increasing prospects, the study recalls that “the economic and political situation of the different countries generates significant differences depending on the country. Returning to the past year, considered “globally stable”, “trade tensions and the global economic slowdown as well as the electoral deadlines affecting several countries in the region” explain these “differences” from one country to another.

“Internet and social networks are now used almost systematically by advertisers in their communication campaigns”

The study, which this year was particularly interested in the arrival of TNT in Ivory Coast which should boost activity, also confirms the shift more than primed towards digital. “The Internet and social networks are now used almost systematically by advertisers in their communication campaigns. “Adapting to global trends.

See the full survey: Adwesearch 2019 – Realities and Prospects of the Advertising Market in Sub-Saharan Francophone Africa