Market Insights Advertising & Media Advertising

TV & Video Advertising - Greece

Greece

Ad spending in the TV & Video Advertising market in Greece is forecasted to reach US$571.50m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$412.90m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$47.74 in 2024.
By 2029, the number of TV Viewers in Greece is anticipated to reach 8.4m users.
Greece's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

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 Greece has been experiencing significant growth in recent years.

Customer preferences: One of the key factors driving the growth of the TV & Video Advertising market in Greece is the increasing popularity of digital platforms and streaming services. With the rise of smartphones and internet connectivity, consumers are now able to access a wide range of video content anytime and anywhere. This has led to a shift in customer preferences, with many people now preferring to watch videos on their mobile devices rather than traditional television sets. As a result, advertisers have recognized the need to adapt their strategies and invest in digital advertising formats that can reach consumers on these platforms.

Trends in the market: One of the major trends in the TV & Video Advertising market in Greece is the growth of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This technology has revolutionized the way advertising campaigns are planned and executed, making it more efficient and cost-effective. As a result, many advertisers in Greece are now leveraging programmatic advertising to reach their target audience effectively. Another trend in the market is the increasing use of data-driven advertising. Advertisers are now leveraging data analytics and insights to understand consumer behavior and preferences better. This allows them to create more targeted and relevant advertising campaigns that resonate with their audience. In Greece, advertisers are using data-driven advertising to deliver personalized messages to consumers, increasing the effectiveness of their campaigns.

Local special circumstances: Greece has a unique cultural landscape that influences the TV & Video Advertising market. Greek consumers have a strong affinity for local content and are more likely to engage with advertisements that are tailored to their cultural preferences. Advertisers in Greece are, therefore, focusing on creating localized content that resonates with the local audience. This includes using local celebrities, cultural references, and language to connect with consumers on a deeper level.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Greece is also driven by favorable macroeconomic factors. The country has experienced economic stability in recent years, leading to increased consumer spending power. This has resulted in higher advertising budgets, allowing advertisers to invest more in TV and video advertising. Additionally, the tourism industry in Greece has been thriving, attracting a significant number of international visitors. This presents an opportunity for advertisers to target tourists through TV and video advertising, further driving the growth of the market. In conclusion, the TV & Video Advertising market in Greece is experiencing growth due to changing customer preferences, such as the increasing popularity of digital platforms and streaming services. Advertisers are adapting their strategies to reach consumers on these platforms through programmatic and data-driven advertising. The unique cultural landscape of Greece also plays a role in shaping the market, with advertisers focusing on localized content. Favorable macroeconomic factors, such as economic stability and a thriving tourism industry, further contribute to the growth 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.