Retail Platform Advertising - Finland

In Finland, ad spending in the Retail Platform Advertising market market is projected to reach US$324.30m in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 10.74%, leading to a projected market volume of US$598.30m by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Finland is projected to amount to US$103.50 in 2024.
In a global context, most ad spending will be generated the United States, which is expected to reach US$57.63bn in 2024.
In Finland, the retail platform advertising market is increasingly prioritizing personalized consumer experiences, reflecting a growing demand for tailored marketing strategies.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Finland is witnessing mild growth, influenced by factors such as evolving consumer behaviors, increased mobile usage, and the need for targeted advertising strategies, all contributing to the sector's gradual expansion.

Customer preferences: Consumers in Finland are increasingly gravitating towards personalized shopping experiences, significantly impacting the Retail Platform Advertising Market. The rise of e-commerce has led to a demand for tailored advertisements that resonate with individual preferences and local culture. Additionally, younger demographics are favoring sustainability, prompting brands to highlight eco-friendly practices. The growing use of mobile devices facilitates instant access to promotions and product information, further shaping consumer expectations for immediacy and relevance in advertising strategies.

Trends in the market: In Finland, the Retail Platform Advertising Market is experiencing a shift towards hyper-personalization, with brands leveraging data analytics to create targeted ad campaigns that cater to individual shopper preferences. The increasing popularity of social media and influencer marketing is reshaping ad strategies, as consumers respond more favorably to relatable content. Moreover, there is a heightened emphasis on sustainability, prompting brands to transparently communicate their eco-friendly initiatives. These trends are significant as they not only enhance consumer engagement but also compel industry stakeholders to innovate continuously, ensuring that advertising remains relevant and impactful in a competitive landscape.

Local special circumstances: In Finland, the Retail Platform Advertising Market is uniquely shaped by a strong emphasis on digital literacy and high internet penetration, facilitating consumer engagement with personalized advertising. The Finnish culture values transparency and ethical practices, pushing brands to prioritize sustainability in their messaging. Additionally, the regulatory environment supports data privacy, compelling advertisers to innovate while respecting consumer rights. These factors foster a distinct market dynamic where authenticity and responsible marketing drive brand loyalty and consumer trust.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Finland is significantly influenced by macroeconomic factors such as robust digital infrastructure, high consumer spending, and a strong focus on sustainability. The Finnish economy demonstrates resilience, with steady GDP growth rates supporting increased advertising budgets. Additionally, fiscal policies promoting innovation and technology adoption further enhance market dynamics. Global economic trends, including the rise of e-commerce and shifts in consumer behavior towards online shopping, also contribute to the market's expansion. As brands increasingly invest in personalized advertising strategies, the combination of favorable economic conditions and a socially conscious consumer base fosters a thriving environment for retail platform advertising.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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.