Market Insights Advertising & Media Advertising

TV & Video Advertising - Bosnia and Herzegovina

Bosnia and Herzegovina

Ad spending in the TV & Video Advertising market in Bosnia and Herzegovina is forecasted to reach US$35.72m in 2024.
The largest market is Digital Video Advertising with a market volume of US$21.07m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$7.78 in 2024.
By 2029, the number of TV Viewers in Bosnia and Herzegovina is anticipated to reach 2.0m users.
Amidst a growing digital landscape, Bosnia and Herzegovina is witnessing a shift towards programmatic TV ad buying, enhancing targeting and efficiency in TV & Video Advertising.

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 Bosnia and Herzegovina is experiencing significant growth and development.

Customer preferences: Bosnia and Herzegovina has a diverse population with varying preferences when it comes to TV and video content. While traditional television remains popular, there is a growing demand for online streaming platforms and video-on-demand services. This shift in customer preferences can be attributed to the increasing availability of high-speed internet and the convenience of accessing content anytime and anywhere.

Trends in the market: One of the key trends in the TV & Video Advertising market in Bosnia and Herzegovina is the rise of programmatic advertising. Programmatic advertising allows for targeted and personalized ads to reach specific audiences, maximizing the effectiveness of advertising campaigns. This trend is driven by advancements in technology and data analytics, which enable advertisers to optimize their ad placements and reach their desired target audience more efficiently. Another trend in the market is the integration of social media platforms with TV and video advertising. Social media has become an integral part of people's lives, and advertisers are leveraging this by incorporating social media elements into their TV and video ads. This not only increases the reach of the ads but also allows for greater engagement and interaction with the audience.

Local special circumstances: Bosnia and Herzegovina has a unique media landscape with a mix of public and private broadcasters. This diversity provides advertisers with a range of options to reach their target audience. Additionally, the country's multicultural nature presents opportunities for advertisers to create tailored campaigns that resonate with specific ethnic or cultural groups.

Underlying macroeconomic factors: The economic growth in Bosnia and Herzegovina has contributed to the development of the TV & Video Advertising market. As the economy expands, businesses have more resources to invest in advertising, leading to increased ad spending. Furthermore, the country's integration into the European Union has opened up new opportunities for foreign investment, which has further fueled the growth of the advertising industry. In conclusion, the TV & Video Advertising market in Bosnia and Herzegovina is growing and evolving to meet the changing preferences of customers. The rise of programmatic advertising, integration of social media platforms, and the diverse media landscape are key trends driving the market. Additionally, the country's economic growth and integration into the European Union are underlying macroeconomic factors that contribute to the development of the market.

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.