Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in EU-27 is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances.
Customer preferences: Customers in the EU-27 region are increasingly favoring digital platforms for consuming TV and video content. The convenience of streaming services and the ability to access content on multiple devices has led to a shift away from traditional television. Additionally, customers are becoming more selective in their viewing habits, preferring personalized and targeted advertisements that are relevant to their interests. As a result, advertisers are adapting their strategies to deliver more tailored and engaging content.
Trends in the market: One of the key trends in the TV & Video Advertising market in EU-27 is the rise of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad inventory, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by advancements in technology and data analytics, which provide advertisers with valuable insights into consumer behavior and preferences. Programmatic advertising also offers greater flexibility and cost-effectiveness compared to traditional advertising methods. Another trend in the market is the increasing popularity of connected TV (CTV) advertising. CTV refers to television sets that are connected to the internet, allowing viewers to stream content from various online platforms. With the growing adoption of smart TVs and streaming devices, CTV advertising offers advertisers a highly targeted and measurable advertising channel. Advertisers can leverage the data collected from CTV devices to deliver personalized ads to specific households or individuals.
Local special circumstances: The TV & Video Advertising market in EU-27 is influenced by several local special circumstances. One of these is the diverse linguistic and cultural landscape of the region. Advertisers need to consider the linguistic preferences and cultural sensitivities of different countries within the EU-27 when developing their advertising campaigns. This requires localization and adaptation of content to ensure relevance and effectiveness. Another special circumstance is the regulatory environment in the EU-27. The region has implemented strict data protection and privacy laws, such as the General Data Protection Regulation (GDPR). Advertisers must comply with these regulations when collecting and using consumer data for targeted advertising. This has led to increased transparency and accountability in the industry, as well as a focus on obtaining explicit consent from consumers for data processing.
Underlying macroeconomic factors: The TV & Video Advertising market in EU-27 is influenced by underlying macroeconomic factors. Economic growth and stability in the region play a significant role in driving advertising spending. When the economy is performing well, advertisers are more willing to invest in TV and video advertising to promote their products and services. On the other hand, during economic downturns, advertisers may reduce their advertising budgets, leading to a decline in market growth. Additionally, technological advancements and infrastructure development contribute to the growth of the TV & Video Advertising market. The availability of high-speed internet and the proliferation of mobile devices have expanded the reach and accessibility of TV and video content. This has created new opportunities for advertisers to engage with consumers across different devices and platforms. In conclusion, the TV & Video Advertising market in EU-27 is evolving to meet the changing preferences of customers. The rise of digital platforms, programmatic advertising, and connected TV are driving growth in the market. Advertisers must navigate local special circumstances, such as linguistic diversity and regulatory requirements, while also considering underlying macroeconomic factors. By understanding these trends and factors, advertisers can effectively reach their target audience and maximize the impact of their TV and video advertising campaigns.
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.
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