Advertising - Sweden | Statista Market Forecast

Ad spending in the Advertising market in Sweden is forecasted to reach US$6.49bn in 2024.
The largest market is Search Advertising, with a market volume of US$2.49bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market in Sweden, 84% of total ad spending is projected to come from digital advertising in 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$233.20 in 2024.
Furthermore, Advertising market of the 84% revenue in Sweden will be generated through programmatic advertising in 2030.
Sweden's advertising market is embracing digital innovation, with a focus on personalized content and sustainable messaging to engage consumers effectively.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Sweden has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Swedish consumers have shown a growing preference for digital advertising channels, such as social media, search engines, and mobile apps. This shift can be attributed to the increasing use of smartphones and the internet among the Swedish population. In addition, consumers in Sweden are becoming more receptive to personalized and targeted advertising, as long as it is relevant and non-intrusive. This has led to an increased demand for data-driven advertising solutions that can deliver personalized messages to the right audience at the right time.

Trends in the market: One of the key trends in the Swedish advertising market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the availability of advanced data analytics and targeting capabilities, which enable advertisers to optimize their advertising campaigns in real-time. Programmatic advertising is particularly popular in the digital advertising space, where it has become the preferred method for buying and selling display, video, and mobile ads. Another trend in the Swedish advertising market is the increasing focus on sustainability and corporate social responsibility. Swedish consumers are known for their strong environmental consciousness and ethical values, and they are more likely to support brands that align with their values. As a result, many advertisers in Sweden are incorporating sustainability and social responsibility messaging into their advertising campaigns. This trend is not only driven by customer preferences but also by local regulations and initiatives promoting sustainable business practices.

Local special circumstances: Sweden has a highly developed digital infrastructure, with a high internet penetration rate and widespread access to high-speed internet. This has created a favorable environment for digital advertising, allowing advertisers to reach a large and engaged audience online. In addition, Sweden has a strong creative and design industry, which has contributed to the development of innovative and visually appealing advertising campaigns.

Underlying macroeconomic factors: The Swedish economy has been performing well in recent years, with steady GDP growth and low unemployment rates. This has created a favorable business environment for advertisers, as companies have more resources to invest in advertising and marketing activities. In addition, Sweden has a highly educated population and a high standard of living, which makes it an attractive market for advertisers looking to target affluent and discerning consumers. In conclusion, the Advertising market in Sweden is experiencing growth due to changing customer preferences, such as the preference for digital advertising channels and personalized messaging. The market is also influenced by local special circumstances, such as the rise of programmatic advertising and the focus on sustainability and corporate social responsibility. These trends are supported by underlying macroeconomic factors, including a strong digital infrastructure and a favorable business environment.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.