Key regions: United States, China, Europe, Asia, Japan
The Advertising market in Central & Western Europe has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the region have shifted towards digital advertising, as consumers increasingly spend more time online and on mobile devices. This has led to a surge in demand for digital advertising platforms and services, such as social media advertising, programmatic advertising, and mobile advertising. Advertisers are now able to target their audience more effectively and measure the impact of their campaigns in real-time, which has resulted in a higher return on investment for advertising spend. One of the key trends in the market is the rise of programmatic advertising, which uses automated technology to buy and sell advertising space. This trend has been driven by the increasing availability of data and advanced targeting capabilities, allowing advertisers to reach their desired audience with precision. Programmatic advertising also offers cost efficiencies and improved campaign performance, which has made it an attractive option for advertisers in the region. Another trend in the market is the growing importance of video advertising. With the popularity of online video platforms such as YouTube and the rise of streaming services, advertisers are increasingly turning to video ads to engage with their target audience. Video advertising allows for more immersive storytelling and has proven to be highly effective in capturing consumers' attention. As a result, there has been a significant increase in video ad spend in Central & Western Europe. Local special circumstances also play a role in shaping the advertising market in the region. For example, the presence of multinational companies and global brands has led to a higher demand for advertising services. These companies often have large advertising budgets and require localized campaigns to target specific markets within Central & Western Europe. This has created opportunities for local advertising agencies and media companies to provide tailored solutions to meet the needs of these clients. Underlying macroeconomic factors, such as GDP growth and consumer confidence, also contribute to the development of the advertising market in Central & Western Europe. When the economy is performing well and consumers have more disposable income, advertisers are more willing to invest in advertising to promote their products and services. Conversely, during economic downturns, advertising budgets may be reduced as companies prioritize cost-cutting measures. In conclusion, the Advertising market in Central & Western Europe is experiencing growth due to changing customer preferences, emerging trends such as digital and video advertising, local special circumstances, and underlying macroeconomic factors. As the region continues to embrace digital technologies and consumer behavior evolves, the advertising market is expected to further expand in the coming years.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.Modeling approach:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).
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