Market Insights Advertising & Media Advertising

TV & Video Advertising - Jordan

Jordan

Ad spending in the TV & Video Advertising market in Jordan is forecasted to reach US$42.69m in 2024.
The largest market within this sector is Digital Video Advertising, with a market volume of US$21.58m in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$2.67 in 2024.
By 2029, the number of TV Viewers in Jordan is anticipated to reach 8.0m users.
Jordan's TV & Video Advertising market is experiencing a shift towards digital platforms to reach a tech-savvy audience effectively.

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 Jordan has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms. Customer preferences in the TV & Video Advertising market in Jordan have shifted towards digital platforms, with consumers increasingly turning to online streaming services and social media for their entertainment needs. This shift is driven by factors such as convenience, personalized content recommendations, and the ability to watch content on multiple devices. As a result, advertisers are allocating a larger portion of their budgets towards digital advertising channels to reach their target audience effectively. One of the key trends in the TV & Video Advertising market in Jordan is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and technology, which enables advertisers to target specific demographics and measure the effectiveness of their campaigns in real-time. In addition to programmatic advertising, another trend in the TV & Video Advertising market in Jordan is the growing popularity of native advertising. Native advertising seamlessly integrates with the content of the platform it appears on, providing a more engaging and non-disruptive ad experience for consumers. This trend is driven by the need for advertisers to create content that resonates with their target audience and blends in with the overall user experience. Local special circumstances in the TV & Video Advertising market in Jordan include the dominance of Arabic content and the cultural preferences of the local population. Jordan has a vibrant media industry, with a wide range of Arabic-language TV channels and production companies. Advertisers in Jordan need to consider the cultural sensitivities and preferences of the local population when creating their advertising campaigns to ensure they resonate with the target audience. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in Jordan. The country has a relatively stable economy, with a growing middle class and increasing disposable income. This provides advertisers with opportunities to reach a larger audience and invest in more sophisticated advertising campaigns. In conclusion, the TV & Video Advertising market in Jordan is experiencing growth due to changing customer preferences, the rise of digital platforms, and the availability of data and technology. Advertisers are adapting to these trends by allocating more of their budgets towards digital channels, embracing programmatic and native advertising, and considering local cultural preferences. The stable macroeconomic environment in Jordan also provides opportunities for advertisers to reach a growing middle class with increasing disposable income.

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.