Digital Video Advertising - Malta

Ad spending in the Digital Video Advertising market in Malta is forecasted to reach US$13.10m by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 5.66%, leading to a projected market volume of US$18.23m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
In Malta, 60% of total ad spending in the Digital Video Advertising market is expected to come from mobile sources by 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to be US$27.19 in 2024.
Connected TV ad spending in the Digital Video Advertising market is anticipated to reach US$1.14m by 2024.
Connected TV is forecasted to exhibit an annual growth rate (CAGR 2024-2030) of 4.06%, resulting in a projected market volume of US$1.45m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is projected to hit US$5.55m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 9.57%, leading to a projected market volume of US$9.60m by 2030.
Malta's digital video advertising market is experiencing rapid growth, fueled by the country's tech-savvy population and increasing internet penetration rates.

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 Malta is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Malta are increasingly turning to digital video advertising as a preferred medium for consuming content and engaging with brands. This shift in preference can be attributed to several factors. Firstly, digital video advertising offers a more immersive and interactive experience compared to traditional forms of advertising. With the rise of smartphones and high-speed internet connectivity, customers can easily access and stream video content on their devices, making it a convenient and engaging way to consume information. Additionally, digital video advertising allows for more targeted and personalized messaging, enabling brands to reach their desired audience more effectively.

Trends in the market: One of the key trends in the Digital Video Advertising market in Malta is the increasing adoption of programmatic advertising. Programmatic advertising uses automated technology to buy and sell ad inventory, allowing for more efficient and targeted campaigns. This trend is driven by the growing availability of data and analytics, which enable advertisers to better understand their audience and optimize their campaigns in real-time. Programmatic advertising also offers cost savings and greater transparency, making it an attractive option for brands in Malta. Another trend in the market is the rise of mobile video advertising. With the widespread use of smartphones and the availability of high-speed mobile internet, customers in Malta are increasingly consuming video content on their mobile devices. This has created new opportunities for advertisers to reach their target audience through mobile video advertising. Advertisers are leveraging the unique features of mobile devices, such as location-based targeting and interactive ad formats, to deliver personalized and engaging video ads to customers in Malta.

Local special circumstances: The small size of the Maltese market presents both opportunities and challenges for the Digital Video Advertising industry. On one hand, the small population allows for more targeted and localized advertising campaigns. Advertisers can tailor their messaging and creative content to the specific needs and preferences of the Maltese audience, resulting in more effective campaigns. On the other hand, the limited scale of the market can make it challenging for advertisers to achieve reach and frequency goals. Advertisers in Malta need to carefully balance their budgets and target their efforts to ensure maximum impact.

Underlying macroeconomic factors: The strong economic growth and stability in Malta have contributed to the development of the Digital Video Advertising market. The country has seen consistent GDP growth and low unemployment rates, creating a favorable environment for businesses and consumers. This economic stability has increased consumer spending power and confidence, leading to higher demand for products and services. As a result, advertisers in Malta are investing more in digital video advertising to capitalize on this growing consumer market. In conclusion, the Digital Video Advertising market in Malta is experiencing growth and development due to changing customer preferences, such as the preference for immersive and personalized advertising experiences. The adoption of programmatic advertising and the rise of mobile video advertising are key trends in the market. The small size of the market presents both opportunities and challenges for advertisers, who must carefully target their efforts to maximize impact. The strong economic growth and stability in Malta have also contributed to the development of the market, with advertisers investing more in digital video advertising to reach the growing consumer 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.

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.