Advertising - Norway | Statista Market Forecast

Ad spending in the Advertising market in Norway is forecasted to reach US$3.61bn in 2024.
The largest market is Search Advertising with a market volume of US$1.10bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market, 82% of total ad spending is projected to come from digital channels in 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$200.50 in 2024.
Furthermore, Advertising market of the 78% revenue in Norway will be generated through programmatic advertising in 2030.
In Norway, the advertising market is increasingly focusing on sustainability and authenticity to resonate with environmentally-conscious consumers.

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 Norway is experiencing significant growth and development. Customer preferences in the Advertising market in Norway are shifting towards digital platforms. With the increasing use of smartphones and internet penetration, consumers are spending more time online, creating a huge opportunity for advertisers to reach their target audience through digital channels. This shift in customer preferences is driven by the convenience and accessibility of digital advertising, as well as the ability to target specific demographics and measure the effectiveness of campaigns in real-time. Trends in the market show that programmatic advertising is becoming increasingly popular in Norway. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, using data and algorithms to target specific audiences and optimize campaign performance. This trend is driven by the desire for more efficient and effective advertising campaigns, as well as the increasing availability of data and technology to support programmatic buying. Another trend in the Advertising market in Norway is the increasing focus on native advertising. Native advertising involves creating content that is seamlessly integrated into the user experience, making it less intrusive and more engaging for consumers. This trend is driven by the desire to create a more personalized and relevant advertising experience, as well as the need to combat ad-blocking and ad fatigue. Local special circumstances in Norway, such as the high level of internet penetration and digital literacy, contribute to the growth of the Advertising market. Norway has one of the highest internet penetration rates in the world, with a large percentage of the population having access to the internet and actively using digital platforms. This creates a favorable environment for digital advertising to thrive and reach a wide audience. Underlying macroeconomic factors also play a role in the development of the Advertising market in Norway. The country has a strong and stable economy, with high levels of disposable income and consumer spending. This provides advertisers with a market that is willing and able to engage with their campaigns, driving demand for advertising services. In conclusion, the Advertising market in Norway is experiencing growth and development driven by customer preferences for digital advertising, trends such as programmatic and native advertising, local special circumstances including high internet penetration, and underlying macroeconomic factors. These factors create a favorable environment for advertisers to reach their target audience and drive business growth.

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.