TV & Video Advertising - Eastern Europe

Ad spending in the TV & Video Advertising market in Eastern Europe is forecasted to reach US$4.05bn in 2024.
The leading market is Traditional TV Advertising, with a market volume of US$2.63bn in 2024.
When compared globally, the United States is expected to have the highest ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$15.36 in 2024.
By 2030, the number of TV Viewers in Eastern Europe is anticipated to reach 0.0users.
In Eastern Europe, Poland's TV & Video Advertising market is seeing a shift towards digital platforms, reflecting changing viewer preferences and technological advancements.

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Eastern Europe is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory. Customer preferences in Eastern Europe are shifting towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs, consumers are opting for on-demand content and personalized viewing experiences. This shift in preferences is driving advertisers to invest more in digital advertising and video streaming platforms to reach their target audience effectively. Trends in the market indicate that programmatic advertising is gaining traction in Eastern Europe. Programmatic advertising allows for automated buying and selling of ad inventory, making the process more efficient and cost-effective. Advertisers are increasingly utilizing programmatic advertising to target specific demographics and optimize their ad campaigns in real-time. This trend is expected to continue as advertisers seek more efficient ways to reach their target audience and maximize their return on investment. Another trend in the market is the rise of native advertising. Native advertising seamlessly integrates advertisements into the content, making it less intrusive and more engaging for viewers. This form of advertising is particularly effective in Eastern Europe, where consumers value authenticity and are more likely to engage with native ads. Advertisers are leveraging this trend by creating native ads that align with the local culture and resonate with the target audience. Local special circumstances in Eastern Europe also contribute to the growth of the TV & Video Advertising market. The region has a diverse cultural landscape, with each country having its own unique media consumption habits and preferences. Advertisers need to tailor their campaigns to cater to these local nuances and effectively engage with the target audience. Additionally, Eastern Europe has a growing middle class with increasing purchasing power, creating a lucrative market for advertisers to tap into. Underlying macroeconomic factors, such as economic growth and political stability, also play a role in the development of the TV & Video Advertising market in Eastern Europe. As the region continues to experience economic growth and stability, businesses are willing to invest more in advertising to expand their customer base and increase brand awareness. Furthermore, the increasing integration of Eastern European countries into the global economy has opened up opportunities for international advertisers to enter the market and reach a wider audience. In conclusion, the TV & Video Advertising market in Eastern Europe is developing rapidly due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to cater to the shift towards digital platforms, leveraging programmatic and native advertising, and tailoring their campaigns to local preferences. As the region continues to grow economically and politically, the TV & Video Advertising market is expected to flourish further in Eastern Europe.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. 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, population, media consumption, internet users, consumer spending, 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.