Market Analysis

Canal+ Advertising, the leading media house for sales in French-Speaking Africa, holds expertise in TV, digital, radio, and movie theater advertising. They manage advertising for esteemed entities such as Canal Plus International, France 24, Gulli, Trace, TV5 Monde, and Rok TV.

Our primary objective was to comprehensively understand the African Media Market and develop an effective strategy to penetrate it successfully. By doing so, we aimed to increase prospecting, secure new clients, and maximize return on investment (ROI).

Our strategy centered around creating a pioneering data-driven market analysis tool for ad investments in Sub-Saharan Africa. This tool would not only provide a better understanding of the media market in Africa but also enable strategic utilization of the gathered data. Ultimately, our aim was to establish Canal+ Advertising as the leading and go-to media agency in Africa.

Our first step involved forging a partnership with Omedia, the foremost market research and media analysis agency in Sub-Saharan Africa. This collaboration enhanced our understanding of the African Media Market. Omedia, a subsidiary of Mediametrie Agency specializing in audience measurement and audio-visual media research in France, brought invaluable expertise to the table.

Once the partnership was formalized, we defined the methodology for analyzing the African Media Market. This included determining the geographical scope (African countries, regional and pan-African TV channels), data formats, and frequency of analysis.

Based on the initial findings, our goal was to identify significant insights derived from the data analysis. These insights served as compelling arguments to encourage companies that had previously ceased investing in Africa to reconsider their decision. Furthermore, the data helped penetrate new sectors, analyze competition, and enable proactive decision-making by executive management to explore new markets.

Our services encompassed the following areas:

Data Analysis: Thorough analysis of key data related to media investments in Africa, providing valuable insights for decision-making.

Monthly Reports: Regular reports detailing market trends, emerging opportunities, and recommendations to guide strategic actions.

Budget Recommendations: Expert advice on budget allocation, optimizing resource allocation for maximum impact.

Prospection: Assistance in identifying and targeting potential clients, expanding the client base for increased business growth.

By leveraging our comprehensive data analysis and strategic services, we aimed to empower our clients in making well-informed decisions, ultimately driving their success in the dynamic African media landscape.

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