The Digital Video Advertising market in Croatia has witnessed significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital media platforms.
Customer preferences: Croatian customers are increasingly turning to digital video advertising as a means to access entertainment and information. This shift in preferences can be attributed to the convenience and flexibility offered by digital platforms, allowing users to consume content at their own pace and on multiple devices. Additionally, the rise of social media platforms and streaming services has provided advertisers with new opportunities to reach their target audience through targeted and personalized advertising.
Trends in the market: One of the key trends in the Digital Video Advertising market in Croatia is the growing popularity of mobile advertising. With the widespread use of smartphones and the availability of high-speed internet, mobile devices have become the primary means of accessing digital content for many Croatians. This has led to an increase in mobile video advertising, as advertisers seek to capture the attention of users on the go. Another trend in the market is the emergence of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and analytics, which enable advertisers to better understand their audience and deliver more relevant and personalized ads.
Local special circumstances: Croatia's relatively small population and fragmented media landscape present unique challenges and opportunities for the Digital Video Advertising market. Advertisers need to tailor their strategies to the local market, taking into account the preferences and behaviors of Croatian consumers. Additionally, the presence of regional and local media players requires advertisers to navigate a complex ecosystem to reach their target audience effectively.
Underlying macroeconomic factors: The growth of the Digital Video Advertising market in Croatia is also influenced by underlying macroeconomic factors. Croatia's economy has been steadily recovering in recent years, with increasing disposable incomes and consumer spending. This provides advertisers with a larger pool of potential customers and greater opportunities to invest in digital advertising. Furthermore, the government's initiatives to improve digital infrastructure and promote the digital economy have also contributed to the growth of the Digital Video Advertising market. Investments in high-speed internet and digital connectivity have expanded the reach of digital advertising, allowing advertisers to reach a wider audience across the country. In conclusion, the Digital Video Advertising market in Croatia is experiencing significant growth due to changing customer preferences, the increasing popularity of mobile advertising, the emergence of programmatic advertising, and the underlying macroeconomic factors. Advertisers in Croatia need to adapt their strategies to the local market and leverage the opportunities provided by digital platforms to effectively reach their target audience.
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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