Madagascar's digital advertising sector is experiencing steady growth, with a projected ad viewability rate of 52.4% in 2026. This indicates improved ad placements and increased user engagement, driven by expanding internet access and mobile device usage across the country. The total ad spend is expected to reach USD 45 million, reflecting increased investment by local and international brands targeting Malagasy consumers.
Mobile platforms dominate Madagascar's digital advertising landscape, accounting for over 64% of total ad spend, highlighting the importance of mobile-friendly content. With 68% of internet users exposed to digital ads, businesses are increasingly leveraging online video formats, which are projected to generate USD 12 million in revenue by 2026. This growth underscores a shift towards more engaging, multimedia advertising strategies in Madagascar.