Social Media Advertising - Malta | Statista Market Forecast

In Malta, ad spending in the Social Media Advertising market market is projected to reach US$18.49m in 2024.
The ad spending in Malta is expected to show an annual growth rate (CAGR 2024-2030) of 9.55%, resulting in a projected market volume of US$31.96m by 2030.
In a global context, most ad spending will be generated China, totaling US$84.65bn in 2024.
Within the Social Media Advertising market market in Malta, 70% of total ad spending is expected to be generated through mobile by 2030.
Additionally, the number of users in the Social Media Advertising market market in Malta is anticipated to amount to 521.0k users by 2030.
In Malta, the social media advertising landscape is increasingly prioritizing localized content to engage a diverse, multilingual audience effectively.

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 Malta has experienced significant growth in recent years, driven by changing customer preferences and the increasing importance of digital marketing.

Customer preferences: In today's digital age, customers are increasingly connected and engaged with social media platforms. They use social media not only to connect with friends and family, but also to discover new products and services, and engage with brands. As a result, businesses in Malta are recognizing the importance of advertising on social media platforms to reach and engage their target audience.

Trends in the market: One of the key trends in the Social Media Advertising market in Malta is the shift towards mobile advertising. With the widespread use of smartphones and tablets, more and more people are accessing social media platforms through mobile devices. This has created new opportunities for businesses to reach their target audience through mobile advertising on social media platforms. Another trend in the market is the increasing use of video advertising on social media platforms. Video content is highly engaging and has the potential to capture the attention of users scrolling through their social media feeds. Businesses in Malta are leveraging this trend by creating compelling video advertisements to promote their products and services on social media platforms.

Local special circumstances: Malta has a relatively small population compared to other countries, which presents both opportunities and challenges for businesses in the Social Media Advertising market. On one hand, the small population allows businesses to target their advertising efforts more effectively, as they can focus on specific segments of the population. On the other hand, the small population means that businesses may have to look beyond the local market to achieve significant growth.

Underlying macroeconomic factors: The growth of the Social Media Advertising market in Malta is also influenced by underlying macroeconomic factors. Malta has a stable economy and a high level of internet penetration, which provides a favorable environment for businesses to invest in social media advertising. In addition, the government of Malta has been actively promoting the development of the digital economy, which has further fueled the growth of the Social Media Advertising market. In conclusion, the Social Media Advertising market in Malta is experiencing significant growth due to changing customer preferences, the increasing importance of digital marketing, and the favorable macroeconomic environment. Businesses in Malta are leveraging social media platforms to reach and engage their target audience, with a particular focus on mobile and video advertising. While the small population presents challenges, the stable economy and government support for the digital economy provide opportunities for businesses to thrive in the Social Media Advertising market in Malta.

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.