Search Advertising - Nordics

Nordics

Highlights

Ad spending in the Search Advertising market in the Nordics is forecasted to reach US$5.16bn in 2024.
The market is anticipated to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 7.86%, leading to a projected market size of US$8.13bn by 2030.
When compared globally, the United States will account for the highest ad spending (US$137.00bn in 2024) in the Search Advertising market.
By 2030, 42% of the total ad spending in the Nordics will come from mobile advertising.
The average ad spending per internet user in the Search Advertising market is estimated to be US$201.00 in 2024.
In the Nordics, Search Advertising is increasingly leveraging advanced targeting techniques to reach niche audiences effectively in the competitive digital advertising landscape.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Nordics is experiencing significant growth and development, driven by various factors such as customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Nordics play a crucial role in shaping the Search Advertising market. Nordic consumers are known for their high internet penetration rate and digital savviness. They actively use search engines to find information, products, and services, making search advertising an effective way for businesses to reach their target audience. Moreover, Nordic consumers value transparency, relevance, and personalization in their online experiences, which further drives the demand for search advertising. Trends in the market indicate a shift towards mobile search advertising. With the increasing adoption of smartphones and tablets in the Nordics, more consumers are accessing the internet on mobile devices. This trend has prompted advertisers to optimize their search advertising campaigns for mobile platforms, ensuring that their ads are visible and engaging to mobile users. Additionally, there is a growing focus on voice search, as Nordic consumers embrace voice-activated virtual assistants and smart speakers. Advertisers are adapting their search advertising strategies to capture the opportunities presented by voice search. Local special circumstances also contribute to the development of the Search Advertising market in the Nordics. The region has a highly competitive business landscape, with both local and international companies vying for market share. As a result, advertisers are investing heavily in search advertising to stay ahead of the competition and maintain visibility in search engine results. Furthermore, the Nordics have a strong culture of innovation and entrepreneurship, which fuels the demand for search advertising as businesses strive to reach their target audience and drive growth. Underlying macroeconomic factors also play a role in the development of the Search Advertising market in the Nordics. The region has a stable and prosperous economy, with high levels of disposable income and consumer spending. This economic stability creates a favorable environment for businesses to invest in advertising, including search advertising, to attract customers and drive sales. Additionally, the Nordics have a well-developed digital infrastructure and advanced technology adoption, providing a solid foundation for the growth of the search advertising market. In conclusion, the Search Advertising market in the Nordics is experiencing growth and development driven by customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are focusing on mobile and voice search advertising to meet the changing needs of Nordic consumers. With a competitive business landscape, a culture of innovation, and a stable economy, the Nordics present a promising market for search advertising.

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.