Ethiopia's digital marketing landscape in 2026 shows significant growth with a projected USD 150 million spent on PPC advertising. The focus is largely on mobile devices, with 60% of the budget allocated to search ads, reflecting mobile-first internet usage in the country. The average CPC remains low at USD 0.35, making it a cost-effective channel for advertisers aiming to reach Ethiopia's expanding online audience.
The digital ad reach is expected to encompass 45 million users, highlighting the country's increasing internet penetration and digital engagement. Advertisers are prioritizing mobile PPC strategies to capitalize on the high mobile usage rates, which constitute the majority of ad spend. This trend indicates Ethiopia's evolving digital economy and rising importance of targeted paid advertising for local and international brands.