Advertising is one of the key tools for disseminating information, promoting commercial offers, and enhancing brand value in an environment where competition is unforgiving, particularly within a multichannel ecosystem driven by digital transformation.

For several years, Target has been conducting, alongside its Media Audience Measurement study in the Democratic Republic of Congo (DRC), a dedicated study on the impact of advertising. This research has become a key benchmark for advertisers seeking to better understand the role, effectiveness, and strategic importance of advertising in the Congolese market.

The Advertising Impact Study was carried out among a representative sample of 2,000 Congolese respondents across all 26 provinces of the DRC. It examines advertising reach, the influence of advertising on purchasing decisions, the most impactful media channels, brand advertising exposure by media type, and the advertisements most preferred by consumers.

The detailed findings of this study will be unveiled during a webinar scheduled for Thursday, April 29, 2026, from 3:00 PM to 4:00 PM (Kinshasa time). The objective of this webinar is to present the key results and enable advertisers, communication agencies, and brand managers to gain a deeper understanding of the evolving perceptions and expectations of Congolese consumers, as well as the current challenges and emerging trends shaping the advertising market in the DRC within a multichannel environment.

Registration link: Link here