Market Insights Advertising & Media Advertising

TV & Video Advertising - Baltics

Baltics

Ad spending in the TV & Video Advertising market in Baltics is forecasted to reach US$257.10m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$150.80m in 2024.
When compared globally, the United States will generate the highest ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is expected to be US$30.18 in 2024.
By 2029, the number of TV Viewers in Baltics is projected to be 4.82m users.
In the Baltics, TV & Video Advertising is seeing a shift towards targeted digital ads to reach specific audiences effectively.

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 Baltics is experiencing significant growth and development in recent years.

Customer preferences: Customers in the Baltics have shown a strong preference for TV and video advertising. This can be attributed to the increasing popularity of digital platforms and the growing number of internet users in the region. Additionally, consumers in the Baltics have a high level of engagement with online content, making TV and video advertising an effective way to reach them.

Trends in the market: One of the key trends in the TV & Video Advertising market in Baltics is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and optimize their campaigns in real-time. This trend is driven by the increasing availability of data and advanced targeting capabilities. Advertisers in the Baltics are leveraging programmatic advertising to reach their target audience more efficiently and effectively. Another trend in the market is the growing popularity of native advertising. Native advertising seamlessly integrates with the content of the platform, providing a non-disruptive and engaging experience for users. This type of advertising is particularly effective in the Baltics, where consumers are accustomed to consuming online content and are more receptive to native advertising.

Local special circumstances: The TV & Video Advertising market in the Baltics is also influenced by local special circumstances. One of these circumstances is the relatively small size of the market compared to other regions. This means that advertisers in the Baltics need to be more strategic and targeted in their campaigns to maximize their reach and impact. Additionally, the Baltics have a unique cultural and linguistic landscape, which requires advertisers to tailor their campaigns to the local audience.

Underlying macroeconomic factors: The development of the TV & Video Advertising market in the Baltics is also influenced by underlying macroeconomic factors. The Baltics have experienced steady economic growth in recent years, which has led to an increase in consumer spending and advertising budgets. This has created a favorable environment for the growth of the TV & Video Advertising market. Additionally, the Baltics have a high level of internet penetration, which provides a strong foundation for digital advertising growth. In conclusion, the TV & Video Advertising market in the Baltics is developing rapidly due to customer preferences for TV and video advertising, the adoption of programmatic and native advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the Baltics are leveraging these trends and factors to reach their target audience more effectively and efficiently.

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) 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.