Digital Video Advertising - Baltics

Ad spending in the Digital Video Advertising market in Baltics is forecasted to reach US$107.20m by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 6.06%, leading to a projected market volume of US$152.60m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
Within the Digital Video Advertising market in Baltics, 75% of total ad spending will come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Baltics is projected to be US$21.28 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Baltics is expected to reach US$9.34m by 2024, with an annual growth rate (CAGR 2024-2030) of 3.89%, resulting in a projected market volume of US$11.75m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Baltics is forecasted to hit US$45.15m by 2024, with an annual growth rate (CAGR 2024-2030) of 9.95%, leading to a projected market volume of US$79.78m by 2030.
In the Baltics, the Digital Video Advertising market is rapidly expanding, driven by increasing internet penetration and a growing demand for online video content.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Baltics has been experiencing significant growth in recent years. Customer preferences have shifted towards online video content, leading to an increase in demand for digital video advertising. This trend can be attributed to several factors, including the rise of social media platforms and the increasing accessibility of high-speed internet.

Customer preferences: In the Baltics, customer preferences have shifted towards online video content. This can be attributed to the convenience and flexibility of consuming video content on digital platforms. With the proliferation of smartphones and the availability of high-speed internet, consumers are increasingly turning to online video platforms for entertainment and information. As a result, advertisers are capitalizing on this trend by investing more in digital video advertising to reach their target audience.

Trends in the market: One of the key trends in the Digital Video Advertising market in the Baltics is the rise of social media platforms. Platforms such as Facebook, Instagram, and YouTube have become popular channels for consuming video content. Advertisers are leveraging the large user base of these platforms to reach a wider audience through targeted digital video advertising campaigns. Additionally, the Baltics has seen an increase in the production of original video content, further driving the demand for digital video advertising.

Local special circumstances: The Baltics have a relatively small population compared to other regions, which presents both opportunities and challenges for the Digital Video Advertising market. On one hand, advertisers can target a niche audience more effectively due to the smaller market size. On the other hand, the limited population size may pose challenges in terms of scale and reach for advertisers looking to maximize their return on investment. Advertisers in the Baltics need to carefully tailor their digital video advertising strategies to effectively reach their target audience within the local market.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market in the Baltics can also be attributed to underlying macroeconomic factors. The Baltics have experienced steady economic growth in recent years, leading to an increase in disposable income among consumers. This has resulted in a greater willingness to spend on digital video advertising, as advertisers recognize the potential of reaching a receptive audience. Furthermore, the Baltics have a highly educated population with a strong digital presence, making it an attractive market for advertisers looking to engage with tech-savvy consumers. In conclusion, the Digital Video Advertising market in the Baltics is developing at a rapid pace due to changing customer preferences, the rise of social media platforms, and underlying macroeconomic factors. Advertisers in the Baltics are capitalizing on the increasing demand for online video content by investing more in digital video advertising. However, they also face unique challenges in terms of scale and reach due to the smaller market size. Overall, the future of the Digital Video Advertising market in the Baltics looks promising as more consumers embrace online video platforms as their preferred source of entertainment and information.

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 Global Survey) 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.