Digital advertising is set to claim the vast majority of ad spending across key African economies by 2029, outpacing global benchmarks in several regions.

According to PwC’s Africa Entertainment and Media Outlook 2025–2029, Nigeria will lead digital adoption, with digital ad spend projected to reach 84 per cent by 2029.

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South Africa follows closely at 74 per cent, while Kenya’s digital advertising footprint will hit 64 per cent.

Globally, digital media is expected to account for 80 per cent of total ad revenue by 2029.

The trend underscores a decisive shift toward online platforms, social media, and mobile-first advertising across the continent.