By 2026, Guinea-Bissau faces a high ad blocking rate of 45%, reflecting growing user awareness and privacy concerns. Despite modest internet penetration at 38%, digital advertising is expanding steadily, with USD 5 million spent primarily on social and mobile platforms. Mobile usage dominates online activity, with 63% of users accessing the internet via smartphones, influencing targeted advertising strategies.
The digital landscape in Guinea-Bissau shows increasing engagement, especially on social media, with 1.2 million users. While ad blocking remains a challenge, advertisers are exploring innovative approaches like native ads and influencer collaborations to reach audiences effectively. Continued investment in infrastructure and digital literacy can further boost online commerce and advertising efficacy in the coming years.