Market Insights Advertising & Media Advertising

TV & Video Advertising - Armenia

Armenia

Ad spending in the TV & Video Advertising market in Armenia is forecasted to reach US$27.28m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$14.15m in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$5.74 in 2024.
By 2029, the number of TV Viewers in Armenia is expected to reach 2.5m users.
Armenia's TV & Video Advertising market is experiencing a shift towards digital platforms, leveraging online streaming services for targeted audience reach.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Armenia is experiencing significant growth and development.

Customer preferences: Armenian consumers are increasingly turning to digital platforms for their entertainment needs. With the rise of internet penetration and the availability of affordable smartphones, more people are accessing online video content. This shift in consumer behavior has led advertisers to allocate a larger portion of their budgets to digital advertising, including TV and video ads.

Trends in the market: One of the key trends in the TV & Video Advertising market in Armenia is the increasing popularity of video streaming platforms. Both local and international streaming services have gained traction among Armenian viewers, providing a convenient and personalized way to consume video content. Advertisers are capitalizing on this trend by placing ads on these platforms, targeting specific audiences based on their viewing preferences. Another trend in the market is the growing demand for programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to target their ads more effectively. This trend is driven by the need for efficiency and cost-effectiveness in advertising campaigns. Advertisers in Armenia are increasingly adopting programmatic advertising to maximize their reach and optimize their ad spend.

Local special circumstances: Armenia has a vibrant creative industry, with a growing number of local production companies and content creators. This has led to an increase in the production of original TV shows, web series, and short films. Advertisers are taking advantage of this local content by integrating their ads seamlessly into the programming, creating a more engaging and immersive viewing experience for the audience.

Underlying macroeconomic factors: Armenia's economy has been steadily growing, driven by sectors such as information technology, tourism, and services. This economic growth has resulted in an increase in disposable income and consumer spending. As a result, advertisers have more resources to invest in TV and video advertising to reach the expanding consumer market. In conclusion, the TV & Video Advertising market in Armenia is evolving to meet the changing preferences of consumers. The shift towards digital platforms, the rise of programmatic advertising, the popularity of video streaming services, and the growth of the local creative industry are all contributing to the development of the market. Additionally, the underlying macroeconomic factors, such as economic growth and increasing disposable income, are creating a favorable environment for advertisers to invest in TV and video advertising.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

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.