Search Advertising - Bulgaria

Bulgaria

Highlights

Ad spending in the Search Advertising market in Bulgaria is forecasted to reach US$73.17m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.46%, leading to a projected market volume of US$112.60m by 2030.
When compared globally, the United States will generate the most ad spending (US$137.00bn in 2024).
Within the Search Advertising market, 28% of total ad spending will come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is estimated to be US$13.93 in 2024.
Bulgaria's Search Advertising market shows a growing preference for localized campaigns targeting specific regions to maximize engagement and ROI.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Bulgaria has been steadily growing in recent years, driven by the increasing digitalization of the economy and the rising importance of online advertising.

Customer preferences: Bulgarian customers have shown a strong preference for online shopping and digital services in recent years. With the growing popularity of e-commerce platforms and the convenience of online shopping, more and more consumers are turning to the internet to find products and services. This shift in customer behavior has created a significant demand for online advertising, particularly in the search advertising segment.

Trends in the market: One of the key trends in the Search Advertising market in Bulgaria is the increasing competition among advertisers. As more businesses recognize the potential of online advertising, they are investing more resources in search advertising to reach their target audience. This has led to a higher demand for ad space and an increase in advertising costs. Advertisers are also becoming more sophisticated in their targeting strategies, using data analytics and machine learning algorithms to optimize their campaigns and improve their return on investment. Another trend in the market is the growing importance of mobile advertising. With the widespread use of smartphones and the increasing adoption of mobile internet, advertisers are shifting their focus towards mobile platforms to reach consumers on the go. This has led to a surge in mobile search advertising, with businesses investing in mobile-friendly websites and mobile apps to engage with their customers.

Local special circumstances: Bulgaria has a relatively small population compared to other European countries, which presents both challenges and opportunities for the Search Advertising market. On one hand, the smaller market size limits the potential reach of advertisers and makes it more difficult to achieve economies of scale. On the other hand, it also means that there is less competition compared to larger markets, allowing advertisers to target their audience more effectively.

Underlying macroeconomic factors: The growth of the Search Advertising market in Bulgaria is also influenced by macroeconomic factors. The country has experienced steady economic growth in recent years, with a growing middle class and increasing disposable incomes. This has led to a higher demand for goods and services, driving businesses to invest in advertising to capture the attention of consumers. Furthermore, the government has been actively promoting digitalization and the development of the IT sector in Bulgaria. This has created a favorable environment for online advertising, with businesses receiving support and incentives to invest in digital marketing. The government's initiatives have also led to improvements in internet infrastructure and connectivity, making it easier for businesses to reach their target audience online. In conclusion, the Search Advertising market in Bulgaria is developing rapidly due to the changing customer preferences, increasing competition among advertisers, the growing importance of mobile advertising, and the favorable macroeconomic factors. As more businesses recognize the potential of online advertising, the market is expected to continue its growth trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.