The Digital Video Advertising market in Argentina is experiencing significant growth and development.
Customer preferences: Customers in Argentina are increasingly turning to digital video advertising as a preferred method of consuming content. This shift in preference can be attributed to several factors. Firstly, the increasing availability of high-speed internet connections has made it easier for consumers to access and stream video content. Additionally, the proliferation of smartphones and other mobile devices has made it more convenient for consumers to watch videos on the go.
Trends in the market: One of the key trends in the digital video advertising market in Argentina is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making it more efficient and cost-effective. This trend is driven by advancements in technology and data analytics, which enable advertisers to target their audience more effectively and deliver personalized ads. Another trend in the market is the increasing popularity of video-on-demand (VOD) services. VOD services such as Netflix and Amazon Prime Video have gained a significant foothold in the Argentine market, attracting a large number of subscribers. This has created new opportunities for advertisers to reach their target audience through digital video advertising on these platforms.
Local special circumstances: Argentina has a large and growing population of internet users, with a high percentage of the population accessing the internet through mobile devices. This presents a unique opportunity for advertisers to reach a wide audience through digital video advertising. Additionally, the Argentine market is characterized by a high level of digital engagement, with consumers spending a significant amount of time online. This further reinforces the importance of digital video advertising as a means of reaching and engaging with consumers in Argentina.
Underlying macroeconomic factors: The growth of the digital video advertising market in Argentina is also influenced by underlying macroeconomic factors. The Argentine economy has been experiencing a period of economic growth, which has resulted in increased consumer spending power. This has led to a greater demand for products and services, including digital video advertising. Additionally, the Argentine government has implemented policies to promote digital innovation and entrepreneurship, which has created a favorable environment for the development of the digital video advertising market. In conclusion, the Digital Video Advertising market in Argentina is experiencing significant growth and development, driven by customer preferences for digital content consumption, the rise of programmatic advertising, the increasing popularity of video-on-demand services, local special circumstances such as high internet penetration and digital engagement, and underlying macroeconomic factors such as economic growth and government support for digital innovation.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, 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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