Market Insights Advertising & Media Advertising

TV & Video Advertising - Estonia

Estonia

Ad spending in the TV & Video Advertising market in Estonia is forecasted to reach US$46.23m in 2024.
The largest market is Digital Video Advertising with a market volume of US$28.15m in 2024.
When compared globally, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$24.70 in 2024.
By 2029, the number of TV Viewers in Estonia is anticipated to reach 1.2m users.
Estonia's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting the country's tech-savvy population and increasing internet penetration.

Key regions: United States, India, China, Japan, United Kingdom

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Estonia has been experiencing significant growth in recent years.

Customer preferences: Estonian consumers have shown a growing preference for digital content consumption, which has led to an increase in TV and video advertising. With the rise of smartphones and other digital devices, people are spending more time online, watching videos and streaming content. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through TV and video platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Estonia is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the growing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant ads to their audience. Programmatic advertising is particularly popular in Estonia due to its high internet penetration rate and tech-savvy population. Another trend in the market is the shift towards mobile advertising. With the majority of Estonians owning smartphones, advertisers are increasingly focusing on mobile platforms to reach their target audience. Mobile video advertising has become a popular format, as it allows advertisers to engage with consumers on-the-go and take advantage of the growing popularity of mobile video content.

Local special circumstances: Estonia has a highly developed digital infrastructure, which has contributed to the growth of the TV & Video Advertising market. The country has one of the highest internet penetration rates in Europe, with a large percentage of the population having access to high-speed internet. This has created a favorable environment for digital advertising, including TV and video advertising. Furthermore, Estonia has a vibrant startup ecosystem and a strong culture of innovation. This has led to the emergence of local ad tech companies that specialize in digital advertising solutions. These companies offer advanced targeting and measurement capabilities, which have further fueled the growth of the TV & Video Advertising market in Estonia.

Underlying macroeconomic factors: The strong economic growth in Estonia has also played a role in the development of the TV & Video Advertising market. As the economy has grown, so has consumer spending power, leading to increased advertising budgets. Advertisers are investing more in TV and video advertising to capitalize on the growing consumer demand and reach a wider audience. Additionally, Estonia's membership in the European Union has provided access to a larger market and increased foreign investment. This has attracted multinational companies to the country, which has further boosted the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in Estonia is experiencing growth due to changing customer preferences, such as the increasing consumption of digital content. The market is also influenced by trends such as programmatic advertising and mobile advertising. Local special circumstances, such as Estonia's digital infrastructure and startup ecosystem, have created a favorable environment for the market to thrive. Furthermore, underlying macroeconomic factors, including strong economic growth and increased foreign investment, have contributed to the development of the market.

Methodology

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.