Digital Video Advertising - Greece

Ad spending in the Digital Video Advertising market in Greece is forecasted to reach US$160.10m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.57%, leading to a projected market volume of US$221.50m by 2030.
In 2024, with a projected market volume of US$85.39bn, most revenue will be generated in Greece.
Within the Digital Video Advertising market in Greece, 84% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Greece is projected to be US$18.99 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Greece is expected to reach US$12.03m in 2024, with an annual growth rate (CAGR 2024-2030) of 3.86%, resulting in a projected market volume of US$15.10m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Greece is projected to reach US$61.30m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 9.63%, leading to a projected market volume of US$106.40m by 2030.
Greece is seeing a notable shift towards programmatic buying in digital video advertising, optimizing targeting and efficiency in the market.

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 Greece has been experiencing significant growth in recent years.

Customer preferences: Greek consumers have shown a strong preference for digital video advertising, with an increasing number of people using online platforms to watch videos. This shift in consumer behavior can be attributed to several factors, including the widespread availability of high-speed internet and the growing popularity of smartphones and tablets. Additionally, Greek consumers are becoming more comfortable with online shopping and are increasingly using digital platforms to research and purchase products and services. As a result, advertisers are recognizing the value of reaching consumers through digital video advertising and are allocating more of their marketing budgets to this channel.

Trends in the market: One of the key trends in the Greek Digital Video Advertising market is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages in real-time. This trend is driven by advancements in technology, such as artificial intelligence and machine learning, which enable advertisers to optimize their campaigns and achieve better results. Programmatic advertising also offers greater transparency and efficiency, as it automates the buying and selling of ad inventory, reducing the need for manual intervention. Another trend in the Greek market is the increasing popularity of mobile video advertising. With the widespread adoption of smartphones and tablets, more consumers are accessing video content on their mobile devices. Advertisers are capitalizing on this trend by creating mobile-friendly video ads that are optimized for smaller screens and shorter attention spans. Mobile video advertising offers a unique opportunity for advertisers to engage with consumers on-the-go and capture their attention in a highly personalized and immersive way.

Local special circumstances: Greece has a unique cultural and historical heritage, which presents both opportunities and challenges for advertisers. On one hand, advertisers can leverage Greece's rich cultural heritage to create compelling and engaging video content that resonates with local consumers. Greek consumers have a strong sense of national pride and are receptive to advertisements that celebrate their culture and traditions. On the other hand, advertisers need to be mindful of cultural sensitivities and avoid any content that may be perceived as offensive or disrespectful.

Underlying macroeconomic factors: The Greek economy has been recovering from a prolonged period of recession, which has had a positive impact on the Digital Video Advertising market. As consumer confidence improves and disposable incomes increase, advertisers are investing more in digital video advertising to capitalize on the growing consumer demand. Furthermore, the Greek government has implemented several initiatives to promote entrepreneurship and innovation, which has created a favorable business environment for advertisers. These factors, combined with the increasing availability of high-speed internet and the growing popularity of digital platforms, have contributed to the growth of the Digital Video Advertising market in Greece.

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.