Search Advertising - Finland

Finland

Highlights

Ad spending in the Search Advertising market in Finland is forecasted to reach US$386.50m in 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending is 7.48%, leading to a projected market volume of US$595.80m by 2030.
When compared globally, the United States is anticipated to generate the highest ad spending at US$137.00bn in 2024.
Within the Search Advertising market in Finland, 31% of total ad spending is projected to come from mobile advertising in 2030.
The average ad spending per internet user in the Search Advertising market in Finland is expected to be US$76.58 in 2024.
In Finland, the Search Advertising market is seeing a rise in programmatic ad buying, optimizing targeted campaigns for higher ROI.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Finland has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing importance of online advertising.

Customer preferences: Customers in Finland have shown a growing preference for online shopping and using search engines to find products and services. This has led to an increase in demand for search advertising, as businesses look to capture the attention of these online consumers. Additionally, customers in Finland are becoming more tech-savvy and are increasingly using mobile devices to access the internet. This shift towards mobile internet usage has further fueled the demand for search advertising, as businesses seek to target these mobile users with relevant ads.

Trends in the market: One of the key trends in the Search Advertising market in Finland is the rise of programmatic advertising. Programmatic advertising allows businesses to automate the buying and selling of ad space, making the process more efficient and cost-effective. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable businesses to deliver more personalized and relevant ads to their target audience. Programmatic advertising is particularly popular in Finland due to the country's high internet penetration rate and the widespread use of mobile devices. Another trend in the Search Advertising market in Finland is the growing importance of voice search. With the rise of smart speakers and virtual assistants, more and more customers are using voice commands to search for information online. This has created new opportunities for businesses to reach their target audience through voice-activated search advertising. As a result, businesses in Finland are increasingly optimizing their search advertising strategies to cater to voice search queries and capture the attention of these voice-activated users.

Local special circumstances: Finland has a highly developed digital infrastructure, with one of the highest internet penetration rates in the world. This has created a favorable environment for the growth of the Search Advertising market, as businesses are able to reach a large and engaged online audience. Additionally, Finland has a strong culture of innovation and technology adoption, which has further contributed to the growth of the Search Advertising market.

Underlying macroeconomic factors: The growth of the Search Advertising market in Finland is also influenced by underlying macroeconomic factors. Finland has a stable economy with a high standard of living, which has led to increased consumer spending and a growing demand for products and services. This has created a favorable market environment for businesses to invest in search advertising and reach potential customers. Additionally, Finland has a highly educated workforce and a strong focus on research and development, which has led to the development of advanced technologies and digital marketing strategies in the country. These factors have further contributed to the growth of the Search Advertising market in Finland.

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.