The Digital Video Advertising market in Southern Europe has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of online video consumption. Customer preferences in Southern Europe have shifted towards digital video advertising due to its engaging and interactive nature. Consumers are increasingly accessing video content through various devices, such as smartphones, tablets, and smart TVs, which has created new opportunities for advertisers to reach their target audience. Additionally, the ability to personalize and target video ads based on user demographics and interests has further enhanced the effectiveness of digital video advertising in Southern Europe. Trends in the market indicate a strong growth potential for digital video advertising in Southern Europe. Advertisers are increasingly investing in video ad formats, such as pre-roll, mid-roll, and out-stream ads, to capture the attention of consumers and drive brand awareness. Furthermore, programmatic advertising has gained traction in the region, enabling advertisers to automate the buying and selling of video ad inventory, resulting in more efficient and targeted campaigns. Local special circumstances in Southern Europe, such as language diversity and cultural nuances, play a role in shaping the digital video advertising market. Advertisers need to consider these factors when creating video ads to ensure they resonate with the local audience. Additionally, regulatory frameworks and privacy laws in each country may impact the use of data for targeting and personalization purposes. Underlying macroeconomic factors also contribute to the development of the digital video advertising market in Southern Europe. The region has experienced economic growth, leading to increased consumer spending and a higher demand for digital advertising. Furthermore, advancements in technology and internet infrastructure have made it easier for consumers to access video content, creating a fertile ground for digital video advertising to thrive. Overall, the Digital Video Advertising market in Southern Europe is growing rapidly due to changing customer preferences, increasing investments in video ad formats, and advancements in technology. Advertisers in the region need to adapt their strategies to cater to the unique preferences and cultural nuances of the local audience, while also complying with regulatory frameworks and privacy laws. With the continued growth of online video consumption and the increasing importance of digital advertising, the future of the digital video advertising market in Southern Europe looks promising.
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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