The African advertising industry has undergone a significant transformation in recent years, reflecting the region’s growing economic potential and increasing consumer demand. As outlined in the “THIS YEAR NEXT YEAR: 2023 GLOBAL END-OF-YEAR FORECAST” report published by GroupM, Africa is experiencing a positive trajectory in terms of advertising investment, with ad spend expected to grow by 6.3% in 2023 into $14.7Bn. This growth is primarily driven by advancements in digital media, although print media continues to play a significant role in the region. The Rise of Digital Media Digital media has been a game-changer for the advertising industry in Africa. With the continent experiencing a rapid expansion of internet connectivity and smartphone adoption, digital platforms have become a vital channel for reaching and engaging with consumers. According to the GroupM report, digital ad spend in Africa is projected to rise by 9.4% in 2023, reflecting the increasing importance of online…
