Retail Platform Advertising - Greece

In Greece, ad spending in the Retail Platform Advertising market market is projected to reach US$82.35m in 2024.
The ad spending in Greece is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 15.19%, leading to a projected market volume of US$192.40m by 2030.
The average ad spending per user in Greece's Retail Platform Advertising market market is projected to amount to US$26.94 in 2024.
In a global context, the highest ad spending will be generated the United States, which is expected to reach US$57.63bn in 2024.
In Greece, Retail Platform Advertising is increasingly adapting to local consumer behavior, emphasizing personalized marketing strategies to enhance engagement and brand loyalty.

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 Greece is experiencing steady growth, influenced by factors like the expanding e-commerce sector, increased digital engagement among consumers, and enhanced targeting capabilities of online ad platforms.

Customer preferences: Consumers in Greece are increasingly gravitating towards personalized shopping experiences, driving demand for targeted advertising on retail platforms. As digital literacy rises, younger demographics are favoring mobile-first shopping solutions and social commerce, reflecting a cultural shift towards convenience and immediacy. Additionally, the emphasis on sustainability is influencing purchasing decisions, prompting retailers to highlight eco-friendly products in their advertising. These evolving lifestyle factors are reshaping how brands engage with consumers, fostering deeper connections through tailored marketing strategies.

Trends in the market: In Greece, the Retail Platform Advertising Market is experiencing a notable shift towards hyper-personalization, as brands leverage data analytics to deliver tailored ads that resonate with consumer preferences. The rise of mobile commerce is particularly significant, with younger consumers increasingly engaging with shopping apps and social media platforms for seamless purchasing experiences. Concurrently, the demand for transparency and sustainability is prompting retailers to prominently feature eco-friendly products in their marketing campaigns. These trends are reshaping competitive dynamics, compelling industry stakeholders to innovate their advertising strategies and align with evolving consumer values for sustained growth.

Local special circumstances: In Greece, the Retail Platform Advertising Market is influenced by unique cultural and geographical factors that shape consumer behavior. The country's rich history and emphasis on local products create a strong preference for regional brands, compelling retailers to highlight local artisanship in their advertising. Additionally, Greece's tourism-driven economy fosters a blend of local and international shopping experiences, prompting brands to adopt multilingual advertising strategies. Regulatory frameworks promoting digital privacy also push marketers to prioritize data protection, enhancing consumer trust. These dynamics are essential for effective advertising in this vibrant market.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Greece is significantly impacted by macroeconomic factors such as economic stability, consumer purchasing power, and the overall health of the tourism sector. With Greece's economy gradually recovering from past financial crises, increased disposable income among consumers is fostering a more vibrant retail landscape. Additionally, fiscal policies aimed at promoting digitalization and e-commerce are encouraging businesses to invest in innovative advertising strategies. Global trends, such as the shift towards sustainable practices, are also influencing advertising narratives, pushing brands to align with eco-friendly values. These factors collectively enhance the market's dynamism and competitiveness.

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.