Social Media Advertising - Baltics

In the Baltics, ad spending in the Social Media Advertising market market is projected to reach US$154.30m in 2024.
This ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 10.14%, leading to a projected market volume of US$275.40m by 2030.
In a global context, the highest ad spending will be generated China, with a notable figure of US$84.65bn in 2024.
Within the Social Media Advertising market market in the Baltics, it is anticipated that 83% of total ad spending will be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market market in the Baltics is expected to reach 5.0m users by 2030.
In the Baltics, social media advertising is increasingly prioritizing localized content to engage diverse audiences across Estonia, Latvia, and Lithuania.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Baltics has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in the Baltics have shifted towards digital advertising, particularly on social media platforms. With the increasing popularity of social media among consumers, businesses have recognized the potential of reaching their target audience through these platforms. The ability to target specific demographics and track the effectiveness of campaigns has made social media advertising a preferred choice for businesses in the region. Trends in the market indicate that businesses in the Baltics are investing more in social media advertising. This can be attributed to several factors. Firstly, social media platforms have become an integral part of people's daily lives, with a large portion of the population actively engaging with these platforms. This provides businesses with a vast pool of potential customers to target. Secondly, the rise of influencer marketing has had a significant impact on social media advertising. Collaborations between brands and influencers have proven to be an effective way to reach and engage with consumers. As a result, businesses are increasingly allocating their advertising budgets towards influencer partnerships on social media platforms. Local special circumstances in the Baltics have also contributed to the growth of the Social Media Advertising market. The region has a high internet penetration rate, with a large percentage of the population having access to the internet. This provides a fertile ground for businesses to advertise their products and services online. Additionally, the relatively small size of the Baltics allows for more targeted and localized advertising campaigns, which can be more effective in reaching the local audience. Underlying macroeconomic factors have also played a role in the development of the Social Media Advertising market in the Baltics. The region has experienced steady economic growth in recent years, leading to increased consumer spending power. This has created a favorable environment for businesses to invest in advertising and marketing activities, including social media advertising. Furthermore, the Baltics have a strong digital infrastructure, which enables businesses to effectively implement and track their social media advertising campaigns. In conclusion, the Social Media Advertising market in the Baltics is growing due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Businesses in the region are increasingly recognizing the potential of social media advertising to reach and engage with their target audience. As the popularity of social media platforms continues to rise and influencer marketing gains traction, the market is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.