Market Insights Advertising & Media Advertising

TV & Video Advertising - Montenegro

Montenegro

Ad spending in the TV & Video Advertising market in Montenegro is forecasted to reach US$13.96m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$7.91m in 2024.
When compared globally, the United States will 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$15.12 in 2024.
The number of TV Viewers in Montenegro is expected to reach 0.5m users by 2029.
Montenegro's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer preferences 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 Montenegro has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the increasing popularity of digital platforms and the shift towards online video consumption. Customers in Montenegro are increasingly turning to digital channels to watch their favorite TV shows, movies, and videos. This has created a new avenue for advertisers to reach their target audience through TV and video advertising.

Trends in the market: The TV & Video Advertising market in Montenegro is witnessing a shift from traditional TV advertising to digital video advertising. Advertisers are recognizing the potential of digital video platforms to reach a larger and more targeted audience. This trend is fueled by the growing number of internet users in Montenegro and the increasing availability of high-speed internet connections. Another trend in the market is the rise 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 need for advertisers to reach their target audience at the right time and in the right context.

Local special circumstances: Montenegro has a relatively small population compared to other countries, which presents both challenges and opportunities for advertisers. On one hand, advertisers have a smaller pool of potential customers to target. On the other hand, this allows advertisers to focus their efforts on a specific audience segment and tailor their messages accordingly.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Montenegro is also influenced by underlying macroeconomic factors. Montenegro has been experiencing steady economic growth in recent years, which has led to an increase in consumer spending. This has created a favorable environment for advertisers to invest in TV and video advertising. In addition, Montenegro is a popular tourist destination, attracting a large number of international visitors every year. This presents an opportunity for advertisers to target both the local population and tourists through TV and video advertising. Overall, the TV & Video Advertising market in Montenegro is witnessing significant growth due to the increasing popularity of digital platforms, the shift towards online video consumption, and the rise of programmatic advertising. Advertisers are leveraging these trends to reach their target audience more effectively and efficiently. The underlying macroeconomic factors, such as steady economic growth 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.