Digital Video Advertising - Taiwan

Ad spending in the Digital Video Advertising market in Taiwan is forecasted to reach US$744.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.31%, leading to a projected market volume of US$1.02bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue is expected to be generated in Taiwan.
In the Digital Video Advertising market in Taiwan, 88% of total ad spending is estimated to be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Taiwan is projected to be US$35.96 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Taiwan is projected to reach US$97.47m in 2024.
Connected TV is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.34%, resulting in a projected market volume of US$133.20m by 2030.
The ad spending on short-form videos in the Digital Video Advertising market in Taiwan is forecasted to reach US$327.20m in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.32%, resulting in a projected market volume of US$558.50m by 2030.
Taiwan's Digital Video Advertising market is experiencing rapid growth, driven by increased internet penetration and a shift towards online video consumption.

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 Taiwan has been experiencing significant growth in recent years.

Customer preferences: Taiwanese consumers have shown a strong preference for digital video content, leading to an increase in demand for digital video advertising. This can be attributed to several factors. Firstly, the widespread availability of high-speed internet and the proliferation of smartphones have made it easier for consumers to access and consume digital video content. Secondly, the younger generation in Taiwan, who are more tech-savvy and digitally connected, are actively seeking out digital video content as a form of entertainment and information. Lastly, the convenience and flexibility of digital video advertising, such as the ability to skip or block ads, has made it more appealing to consumers compared to traditional forms of advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Taiwan is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages, resulting in higher engagement and conversion rates. This trend is driven by advancements in data analytics and artificial intelligence, which enable advertisers to better understand consumer behavior and deliver more relevant ads. Additionally, the rise of over-the-top (OTT) platforms and streaming services in Taiwan has created new opportunities for digital video advertising. These platforms attract a large number of viewers, especially among younger demographics, making them an attractive advertising channel for brands.

Local special circumstances: Taiwan has a highly competitive digital advertising market, with both local and international players vying for a share of the market. This has led to innovative advertising strategies and creative campaigns to capture the attention of consumers. Additionally, the Taiwanese government has been actively promoting the development of the digital economy, including digital advertising. This has resulted in favorable policies and regulations that support the growth of the Digital Video Advertising market in Taiwan.

Underlying macroeconomic factors: The strong economic growth in Taiwan has contributed to the expansion of the Digital Video Advertising market. As the economy grows, businesses are allocating more resources towards advertising and marketing to reach a wider audience. Furthermore, the increasing disposable income of Taiwanese consumers has led to higher consumer spending, creating more opportunities for advertisers to promote their products and services. In conclusion, the Digital Video Advertising market in Taiwan is experiencing growth due to customer preferences for digital video content, the shift towards programmatic advertising, the rise of OTT platforms, local special circumstances such as competition and government support, and underlying macroeconomic factors such as strong economic growth and higher consumer spending.

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.