The Digital Video Advertising market in EU-27 is experiencing significant growth and development.
Customer preferences: Customers in the EU-27 are increasingly preferring digital video advertising over traditional forms of advertising. This shift in preference can be attributed to the rise of online video platforms and the increasing popularity of streaming services. Customers are finding digital video advertising to be more engaging, interactive, and personalized compared to traditional advertising methods. Additionally, the ability to target specific demographics and track the effectiveness of campaigns in real-time is appealing to customers.
Trends in the market: One of the key trends in the Digital Video Advertising market in the EU-27 is the increasing adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad inventory, allowing for more efficient and targeted campaigns. This trend is driven by the advancements in data analytics and artificial intelligence, which enable advertisers to optimize their ad placements and reach the right audience at the right time. As a result, programmatic advertising is becoming the preferred method for buying and selling digital video ad inventory in the EU-27. Another trend in the market is the growth of mobile video advertising. With the increasing penetration of smartphones and high-speed internet, consumers in the EU-27 are spending more time on their mobile devices, particularly watching videos. Advertisers are capitalizing on this trend by investing in mobile video advertising to reach their target audience effectively. Mobile video advertising offers the advantage of being highly engaging and easily accessible to consumers on the go.
Local special circumstances: The Digital Video Advertising market in the EU-27 is influenced by local regulations and consumer preferences. Each country within the EU-27 has its own unique advertising regulations, which may impact the types of video ads that can be shown and the targeting options available to advertisers. Additionally, consumer preferences for video content may vary across countries, requiring advertisers to tailor their campaigns to local tastes and preferences.
Underlying macroeconomic factors: The growth of the Digital Video Advertising market in the EU-27 is supported by several macroeconomic factors. The EU-27 has a large and diverse population, providing advertisers with a vast audience to target. Furthermore, the region has a well-developed digital infrastructure, including high-speed internet and mobile networks, which enables the seamless delivery of video ads. Additionally, the EU-27 has a strong digital advertising industry, with many innovative startups and established players driving the market forward. The overall economic growth and stability in the EU-27 also contribute to the growth of the Digital Video Advertising market, as businesses allocate more resources to advertising to expand their reach and drive sales.
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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