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Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Latvia has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms. Customer preferences in the TV & Video Advertising market have shifted towards digital platforms, as more and more consumers are accessing content online. This trend is driven by the convenience and flexibility of digital platforms, which allow viewers to watch their favorite shows and videos at any time and on any device. As a result, advertisers are increasingly investing in digital advertising to reach their target audience effectively. In addition to digital platforms, there is still a demand for traditional TV advertising in Latvia. Despite the rise of digital platforms, many viewers still prefer to watch their favorite shows and movies on traditional TV channels. This preference is particularly strong among older demographics who may not be as comfortable with digital technology. One of the significant trends in the TV & Video Advertising market in Latvia is the growth of programmatic advertising. Programmatic advertising uses data and algorithms to automate the buying and selling of ad space, allowing advertisers to target their audience more effectively. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to optimize their campaigns and improve their return on investment. Another trend in the market is the rise of mobile advertising. With the widespread use of smartphones and tablets, advertisers are increasingly targeting consumers on these devices. Mobile advertising offers unique opportunities for advertisers to reach their audience in a more personalized and interactive way. Local special circumstances in Latvia also contribute to the development of the TV & Video Advertising market. The country has a relatively small population compared to other European countries, which means that advertisers need to be more targeted in their campaigns. This has led to the rise of niche advertising, where advertisers focus on specific segments of the population to maximize their impact. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in Latvia. The country has experienced stable economic growth in recent years, which has increased consumer spending and advertising budgets. Additionally, Latvia's membership in the European Union provides access to a larger market and opportunities for international partnerships and collaborations. Overall, the TV & Video Advertising market in Latvia is developing in response to changing customer preferences, the increasing availability of digital platforms, and the growth of programmatic and mobile advertising. These trends, combined with local special circumstances and underlying macroeconomic factors, are driving the growth of the market and creating new opportunities for advertisers.
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.Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)