Digital Video Advertising - Serbia

Ad spending in the Digital Video Advertising market in Serbia is projected to reach US$34.76m in 2024.
The ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.54%, leading to a projected market volume of US$48.03m by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States.
In Serbia, 83% of total ad spending in the Digital Video Advertising market will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to be US$5.90 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Serbia is anticipated to reach US$2.30m in 2024.
Connected TV is expected to exhibit an annual growth rate (CAGR 2024-2030) of 3.92%, resulting in a projected market volume of US$2.90m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Serbia is projected to reach US$15.03m in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.39%, resulting in a projected market volume of US$25.76m by 2030.
Serbia's Digital Video Advertising market is rapidly growing, with a shift towards programmatic buying and an emphasis on data-driven targeting strategies.

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 Serbia is experiencing significant growth and development.

Customer preferences: Customers in Serbia are increasingly consuming digital video content, which has led to a rise in demand for digital video advertising. With the widespread availability of smartphones and high-speed internet connections, more people are accessing video content on their mobile devices. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through digital video advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Serbia is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is driven by the increasing use of data analytics and artificial intelligence, which enable advertisers to target their audience more accurately and deliver personalized content. Programmatic advertising also offers real-time bidding, allowing advertisers to optimize their campaigns based on performance metrics. Another trend in the market is the growth of mobile video advertising. As more people in Serbia own smartphones, advertisers are capitalizing on this trend by creating mobile-friendly video ads that are tailored to the smaller screens. Mobile video advertising offers a higher engagement rate compared to other forms of digital advertising, as users are more likely to watch videos on their mobile devices. Advertisers are also leveraging the popularity of social media platforms, such as Facebook and Instagram, to reach their target audience through mobile video ads.

Local special circumstances: One of the unique aspects of the Digital Video Advertising market in Serbia is the preference for localized content. Serbian consumers are more likely to engage with video ads that are in their native language and reflect their local culture. Advertisers who understand this preference and create content that resonates with the local audience are more likely to succeed in the market. Additionally, the Serbian market has a relatively low level of competition compared to other countries in the region, which presents an opportunity for advertisers to establish a strong presence and gain a competitive advantage.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market in Serbia can be attributed to several underlying macroeconomic factors. Serbia has experienced steady economic growth in recent years, which has led to an increase in disposable income and consumer spending. This has created a favorable environment for advertisers, as consumers are more willing to engage with digital video ads. Additionally, the government has implemented policies to promote digitalization and attract foreign investment in the digital sector, further driving the growth of the market. The combination of these factors has contributed to the rapid development of the Digital Video Advertising market in Serbia.

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.