Equatorial Guinea's digital advertising market is experiencing rapid growth, with total ad spend reaching approximately $15 million in 2026. A significant 65% of this budget is directed towards programmatic advertising, reflecting a shift towards data-driven ad buying. Mobile advertising dominates the landscape, accounting for most of the expenditure, especially as smartphone penetration continues to rise across the country.
Click-through rates for PPC ads have improved to an average of 2.8%, indicating better targeting and ad relevance. The average CPC remains competitive at around $0.45, making paid search an attractive option for local businesses. As digital maturity increases, advertisers are expected to allocate more resources to programmatic platforms, optimizing campaign performance and ROI in the evolving market.