Mozambique's digital advertising market is experiencing rapid growth, with total spends reaching USD 22 million in 2026. Programmatic advertising now accounts for nearly half of all digital ad investments, reflecting increased automation and targeting efficiency. Mobile devices dominate user engagement, with 78% of ad impressions served on smartphones, highlighting the country's mobile-first digital landscape.
Cost-effective PPC campaigns are a key driver of growth, with an average CPC of USD 0.35, making paid search accessible to local businesses. Despite moderate viewability rates, advertisers are increasingly optimizing creative content to improve engagement. The expanding digital infrastructure and rising internet penetration continue to support this positive trend in Mozambique's digital marketing ecosystem.