The Digital Video Advertising market in Central & Western Europe is experiencing significant growth and development. Customer preferences in the region are shifting towards digital video advertising due to its convenience and effectiveness in reaching target audiences. Consumers are increasingly consuming video content online, whether through social media platforms, streaming services, or websites. This trend is driven by the widespread availability of high-speed internet and the proliferation of smartphones and other mobile devices. As a result, advertisers are allocating more of their budgets to digital video advertising to capitalize on this growing audience. Trends in the market show that programmatic advertising is becoming increasingly popular in Central & Western Europe. Programmatic advertising allows for the automated buying and selling of ad inventory, making it more efficient and cost-effective for advertisers. It also enables advertisers to target specific audience segments and personalize their messages, resulting in higher engagement and conversion rates. The adoption of programmatic advertising in the region is driven by advancements in technology and the availability of data analytics tools that provide valuable insights into consumer behavior. Another trend in the market is the rise of mobile video advertising. With the increasing penetration of smartphones and the popularity of mobile apps, advertisers are recognizing the potential of reaching consumers through mobile video ads. Mobile video advertising offers a highly engaging and interactive experience, allowing advertisers to capture the attention of users on the go. This trend is further fueled by the growing popularity of social media platforms, which provide a conducive environment for sharing and consuming video content. Local special circumstances in Central & Western Europe also contribute to the development of the digital video advertising market. The region is home to a diverse range of cultures and languages, requiring advertisers to tailor their messages to specific local markets. This localization of content helps to build trust and resonate with audiences, leading to higher engagement and conversion rates. Additionally, the region's high internet penetration rate and advanced digital infrastructure provide a solid foundation for the growth of digital video advertising. Underlying macroeconomic factors, such as the overall economic growth and stability of the region, also play a role in the development of the digital video advertising market. A strong and stable economy encourages businesses to invest in advertising and marketing activities, including digital video advertising. Furthermore, the region's favorable regulatory environment and data protection laws provide a level of trust and security for advertisers and consumers alike. In conclusion, the Digital Video Advertising market in Central & Western Europe is experiencing significant growth and development due to shifting customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly allocating their budgets to digital video advertising to reach the growing online audience, and trends such as programmatic advertising and mobile video advertising are driving innovation in the industry. The region's diverse cultures, high internet penetration rate, and favorable regulatory environment further contribute to the growth of the market.
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.
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