Digital Banner Advertising - Greece

Greece

Highlights

Ad spending in the Digital Banner Advertising market in Greece is forecasted to reach US$305.30m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 5.29%, leading to a projected market volume of US$415.90m by 2030.
When compared globally, the majority of ad spending is expected to originate from the United States (US$67.12bn in 2024).
The average ad spending per internet user in the Digital Banner Advertising market in Greece is estimated to be US$36.22 in 2024.
By 2030, 61% of total ad spending in the Digital Banner Advertising market in Greece will come from mobile.
Digital Banner Advertising in Greece is seeing a surge in demand as companies capitalize on the country's growing online presence and tech-savvy consumer base.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Banner Advertising market in Greece has been experiencing significant growth in recent years.

Customer preferences: Customers in Greece have shown a growing preference for digital banner advertising due to its ability to reach a wide audience and provide interactive and engaging content. With the increasing use of smartphones and the internet, consumers in Greece are spending more time online, making digital advertising an effective way to reach them. Additionally, digital banner advertising allows for precise targeting, ensuring that ads are shown to the right audience at the right time.

Trends in the market: One of the key trends in the digital banner advertising market in Greece is the shift towards programmatic advertising. Programmatic advertising uses automated systems to buy and sell ad space, allowing for real-time bidding and targeting. This trend is driven by the increasing availability of data and the use of artificial intelligence, which enables advertisers to optimize their campaigns and reach their target audience more effectively. Programmatic advertising also offers cost efficiencies and improved campaign performance, making it an attractive option for advertisers in Greece. Another trend in the market is the growing importance of mobile advertising. With the widespread use of smartphones in Greece, mobile advertising has become a crucial channel for reaching consumers. Advertisers are increasingly investing in mobile banner ads and optimizing their campaigns for mobile devices. This trend is driven by the high mobile internet penetration rate in Greece and the increasing amount of time consumers spend on their smartphones.

Local special circumstances: Greece has a unique market landscape that influences the development of the digital banner advertising market. The country has a high internet penetration rate, with a large percentage of the population having access to the internet. This provides a strong foundation for the growth of digital advertising in Greece. Additionally, Greece has a vibrant tourism industry, attracting a large number of international visitors. This presents opportunities for advertisers to target tourists through digital banner advertising, promoting local businesses and attractions.

Underlying macroeconomic factors: The growth of the digital banner advertising market in Greece is also influenced by underlying macroeconomic factors. Greece has been recovering from a prolonged economic crisis, and as the economy improves, businesses are increasing their advertising budgets. This has led to increased spending on digital advertising, including digital banner ads. Furthermore, the COVID-19 pandemic has accelerated the shift towards digital advertising, as businesses have had to adapt to changing consumer behavior and the need for online presence. The pandemic has also highlighted the importance of digital advertising in reaching consumers who are spending more time online. In conclusion, the Digital Banner Advertising market in Greece has been experiencing growth due to customer preferences for digital advertising, trends such as programmatic advertising and mobile advertising, local special circumstances such as high internet penetration and a vibrant tourism industry, and underlying macroeconomic factors including economic recovery and the impact of the COVID-19 pandemic.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital banner advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital banner advertising on websites accessed via desktop PCs, on mobile-enabled websites, in apps, or on social media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.