Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Croatia has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.
Customer preferences: Croatian customers have shown a clear preference for digital platforms when it comes to consuming TV and video content. This is evident from the rising number of people accessing online streaming services and video-sharing platforms. The convenience and flexibility offered by these platforms, allowing viewers to watch their favorite shows and videos at their own convenience, have made them increasingly popular. Additionally, the younger generation, in particular, is more inclined towards digital platforms, as they provide a wider range of content options and interactive features.
Trends in the market: One of the key trends in the TV & Video Advertising market in Croatia is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach enables advertisers to reach their desired audience more effectively, resulting in higher conversion rates and return on investment. As a result, more advertisers in Croatia are adopting programmatic advertising strategies to maximize the impact of their TV and video advertising campaigns. Another trend in the market is the increasing use of native advertising. Native advertising seamlessly integrates promotional content within the context of the user's online experience, making it appear more natural and less intrusive. This type of advertising is gaining popularity in Croatia as it provides a non-disruptive way of reaching consumers and has been found to be more effective in capturing their attention and generating engagement.
Local special circumstances: One of the unique aspects of the TV & Video Advertising market in Croatia is the dominance of local broadcasters. Local broadcasters have a strong presence in the market and have been successful in attracting a significant share of advertising budgets. This is partly due to their ability to create content that resonates with the local audience and their established relationships with advertisers. As a result, advertisers in Croatia often choose to partner with local broadcasters to reach their target audience effectively.
Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Croatia is also influenced by favorable macroeconomic factors. Croatia has experienced steady economic growth in recent years, resulting in an increase in disposable income and consumer spending. This has created a conducive environment for advertisers to invest in TV and video advertising, as they can expect a higher return on their investment. Additionally, the tourism industry plays a significant role in the Croatian economy, attracting a large number of international visitors. Advertisers often target these tourists through TV and video advertising campaigns, further driving the growth of the market. In conclusion, the TV & Video Advertising market in Croatia is evolving rapidly, driven by changing customer preferences, the adoption of programmatic advertising, and the use of native advertising. The dominance of local broadcasters and favorable macroeconomic factors also contribute to the growth of the market. Advertisers in Croatia are increasingly leveraging digital platforms to reach their target audience effectively and maximize the impact of their advertising campaigns.
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.
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