Digital Video Advertising - Lithuania

Ad spending in the Digital Video Advertising market in Lithuania is forecasted to reach US$36.45m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 6.08%, leading to a projected market volume of US$51.92m by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States.
In Lithuania, 87% 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 Lithuania is projected to amount to US$15.85 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Lithuania is projected to reach US$2.95m in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 2.64%, resulting in a projected market volume of US$3.46m by 2030.
The ad spending on short-form videos in the Digital Video Advertising market in Lithuania is projected to reach US$15.33m in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.97%, resulting in a projected market volume of US$27.12m by 2030.
In Lithuania, the surge in programmatic buying is reshaping the landscape of digital video advertising, driving targeted and efficient ad campaigns.

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 Lithuania is experiencing significant growth and development.

Customer preferences: Lithuanian customers have shown a strong preference for digital video advertising over traditional forms of advertising. This is due to several factors, including the increasing popularity of online video platforms and the widespread use of smartphones and other mobile devices. Customers are increasingly turning to digital video advertising for its convenience, accessibility, and interactive nature. They appreciate the ability to engage with the content and have control over what they watch. Additionally, the younger generation, which makes up a significant portion of the population, is particularly receptive to digital video advertising and actively seeks out video content online.

Trends in the market: One of the key trends in the Digital Video Advertising market in Lithuania is the shift towards programmatic advertising. Programmatic advertising allows for automated ad buying and placement, which enables advertisers to target specific audiences more effectively. This trend is driven by the increasing availability of data and advanced targeting capabilities. Advertisers are able to reach their desired audience with precision and efficiency, resulting in higher engagement and conversion rates. Programmatic advertising also allows for real-time optimization, ensuring that ads are shown to the most relevant viewers at the right time. Another trend in the market is the rise of mobile video advertising. With the widespread use of smartphones and tablets, consumers are spending more time watching videos on their mobile devices. Advertisers are capitalizing on this trend by creating mobile-optimized video ads that are specifically designed for smaller screens. Mobile video advertising offers a unique opportunity for advertisers to reach consumers on the go and capture their attention in a highly engaging format.

Local special circumstances: Lithuania has a highly developed digital infrastructure, with widespread access to high-speed internet. This has created a favorable environment for the growth of digital video advertising. The country also has a high smartphone penetration rate, with a large portion of the population using smartphones as their primary device for accessing the internet. This mobile-centric culture has contributed to the popularity of digital video advertising on mobile devices.

Underlying macroeconomic factors: The strong growth in the Digital Video Advertising market in Lithuania can be attributed to several macroeconomic factors. The country has experienced steady economic growth in recent years, which has increased consumer spending power and advertising budgets. This has allowed advertisers to invest more in digital video advertising and explore new opportunities in the market. Additionally, Lithuania has a well-educated and tech-savvy population, which has embraced digital technologies and online platforms. This has created a receptive audience for digital video advertising and contributed to its success in the market. In conclusion, the Digital Video Advertising market in Lithuania is thriving due to customer preferences for digital content, the rise of programmatic advertising and mobile video advertising, the country's advanced digital infrastructure, and favorable macroeconomic factors. Advertisers in Lithuania are leveraging these trends and circumstances to reach their target audience effectively and drive engagement and conversions.

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.