Outdoor traditional advertising such as billboard ads is a very popular and effective mean of communication in Africa with penetration rates reaching over 70% in some countries. Every month Sagaci Research publishes monthly reports tracking billboard ads in the major African cities. These publications target both companies interested in monitoring their market presence and players looking to enter a new African city.

Get answers to these questions:

  • How many billboards and billboard facings are there in Nairobi?
  • What is the total spend on billboard ads in Maputo? What about the ad-spend per brand?
  • Which are the most important billboard owners? What is their share?
  • What are the most advertised industries and sub-industries?
  • What are the most sponsored brands? What is their share of total billboard ads?
  • What do the billboard ads look like?
Every month Sagaci Research tracks the billboard ads in African cities, collecting and compiling information and statistics on:

• Advertised brands                                                                            
• Billboard owner market shares
• Brand, industry and sub-industry market shares
• Billboard ad spend share by brand
• Pictures of the ads being displayed

Part 1 – Methodology & Key Take Away Points

  • Page 3: Methodology
  • Page 4: Overview of billboard localisations
  • Page 5: Key take-away points

Part 2 – The outdoor Advertising Market

  • Page 7: Total Billboard Market: breakdown per industry in number of facings (Chart 1)
  • Page 8: Billboard expenditure per industry – based on number of facings (Chart 2)
  • Page 9: Billboard breakdown per industry in % of facing (Chart 3)
  • Page 10: Billboard breakdown per billboards’ owner in % of billboards (Chart 4)
  • Page 11: Top 20 billboard advertisers by spending – in K USD (Chart 5)
  • Page 12: Top 10 Largest Advertisers – pictures

Part 3 – Industries with the highest spending

  • Page 14: Billboard breakdown per industry in number of facings (Chart 6)
  • Page 15: Top brands in each of the five most marketed industries – pictures
  • Page 16: Most sponsored industry:
    • Top 10 most advertised brands in % of Facings (Chart 7)
    • Top 10 most advertised brands’ estimated ad-spend (Chart 8)
  • Page 17: Most sponsored industry: Top 10 biggest spenders – pictures
  • Page 18: Most sponsored industry:
    • Sub-industry breakdown (Chart 9)
    • Most important sub-industry advertisers (Chart 10)
    • Second Most important sub-industry advertisers (Chart 11)
  • Page 19: Second Most sponsored industry:
    • Top 10 most advertised brands in % of Facings (Chart 12)
    • Top 10 most advertised brands’ estimated ad-spend (Chart 13)
  • Page 20: Second Most sponsored industry: Top 10 biggest spenders – pictures
  • Page 21: Second Most sponsored industry:
    • Sub-industry breakdown (Chart 14)
    • Most important sub-industry advertisers (Chart 15)
    • Second Most important sub-industry advertisers (Chart 16)
  • Page 22: Third Most sponsored industry:
    • Top 10 most advertised brands in % of Facings (Chart 17)
    • Top 10 most advertised brands´ estimated ad-spend (Chart 18)
  • Page 23: Third Most sponsored industry: Top 10 biggest spenders – pictures
  • Page 24: Third Most sponsored industry:
    • Sub-industry breakdown (Chart 19)
    • Most important sub-industry advertisers (Chart 20)
    • Second Most important sub-industry advertisers (Chart 21)
  • Page 25: Fourth Most sponsored industry:
    • Top 10 most advertised brands in % of Facings (Chart 22)
    • Top 10 most advertised brands´ estimated ad-spend (Chart 23)
  • Page 26: Fourth Most sponsored industry: Top 10 biggest spenders – pictures
  • Page 27: Fourth Most sponsored industry:
    • Sub-industry breakdown (Chart 24)
    • Most important sub-industry advertisers (Chart 25)
    • Second Most important sub-industry advertisers (Chart 26)
  • Page 28: Fifth Most sponsored industry:
    • Top 10 most advertised brands in % of Facings (Chart 27)
    • Top 10 most advertised brand`s` estimated ad-spend (Chart 28)
  • Page 29: Fifth Most sponsored industry: Top 10 biggest spenders – pictures
  • Page 30: Fifth Most sponsored industry:
    • Sub-industry breakdown (Chart 29)
    • Most important sub-industry advertisers (Chart 30)
    • Second Most important sub-industry advertisers (Chart 31)

Part 4 – Definitions

  • Page 32: Definitions
  • Page 33: Definitions

       

       

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Outdoor Ad Tracking Nairobi February 2015 (Full report – Pdf)

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Key info

Research team