Advertising - Portugal
PortugalXMI_MARKET_INSIGHTS_HIGHLIGHTS
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In-Scope/Out-of-scope
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- Ad spending in the Advertising market in Portugal is forecasted to reach US$1.93bn in 2025.
- The largest market is Search Advertising with a market volume of US$539.63m in 2025.
- When compared globally, the United States is expected to lead in ad spending, reaching US$455.93bn in 2025.
- Within the Advertising market in Portugal, 67% of total ad spending is projected to come from digital sources in 2030.
- The average ad spending per capita in the Search Advertising sector is estimated to be US$52.91 in 2025.
- Moreover, in the Advertising market in Portugal, Advertising market of the 89% revenue will be generated through programmatic advertising in 2030.
- Portugal's advertising market is seeing a shift towards digital platforms, with a growing focus on social media and influencer collaborations.
- XMO_HIGHLIGHTS_PROMOTED_REGIONS
- United States,
- China,
- Europe,
- Asia,
- Japan
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.
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.
In-Scope
- 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
Out-Of-Scope
- Sponsorships/events and promotion
- Product placement
- Commission-based affiliate systems
