Advertising - Malta | Statista Market Forecast

In Malta, ad spending in the Advertising market is projected to reach US$113.20m in 2024.
The largest market is TV & Video Advertising with a market volume of US$32.89m in 2024.
In global comparison, most ad spending will be generated the United States (US$425.90bn in 2024).
In the Advertising market, 66% of total ad spending will be generated through digital in 2030.
The average ad spending per capita in the TV & Video Advertising market is projected to amount to US$61.28 in 2024.
In the Advertising market, Advertising market of the 86% revenue will be generated through programmatic advertising in 2030.
Malta's advertising market is experiencing a shift towards digital platforms, with a growing focus on targeted online campaigns to reach specific audiences.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Malta has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In Malta, customers have shown a growing preference for digital advertising channels, such as online display ads, social media advertising, and search engine marketing. This shift in preference can be attributed to the increasing internet penetration rate and the widespread use of smartphones among the Maltese population. Customers are also seeking personalized and targeted advertising messages that resonate with their interests and needs.

Trends in the market: One of the key trends in the advertising market in Malta is the rise of influencer marketing. Influencers, who have a significant following on social media platforms, are being utilized by brands to promote their products or services to a highly engaged audience. This trend is driven by the growing influence of social media in people's lives and the desire for authentic and relatable content. Another trend in the market is the integration of technology and data analytics in advertising campaigns. Advertisers are leveraging advanced analytics tools to gain insights into consumer behavior and preferences, allowing them to create more targeted and effective advertising campaigns. This trend is fueled by the availability of big data and the increasing adoption of digital advertising platforms.

Local special circumstances: Malta's small size and close-knit community present unique opportunities and challenges for the advertising market. On one hand, the small market size allows for more targeted and localized advertising campaigns, which can be highly effective in reaching the Maltese audience. On the other hand, the limited number of advertising agencies and media outlets in Malta can lead to a lack of competition and innovation in the market.

Underlying macroeconomic factors: The strong economic growth in Malta has contributed to the development of the advertising market. As the economy expands, businesses are allocating more resources towards advertising and marketing activities to capture a larger share of the market. Additionally, the tourism industry plays a significant role in driving advertising expenditure in Malta, as businesses in the hospitality sector compete to attract tourists. In conclusion, the Advertising market in Malta is witnessing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising channels, the rise of influencer marketing, the integration of technology and data analytics, and the small size of the market are all shaping the advertising landscape in Malta. The strong economic growth and the importance of the tourism industry further contribute to the development of the advertising market in the country.

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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.