Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Morocco is experiencing significant growth and development.
Customer preferences: Moroccan consumers are increasingly turning to TV and video advertising as a means of entertainment and information. With the rise of digital platforms and the availability of high-speed internet, more people are accessing video content on their smartphones, tablets, and smart TVs. This has created a demand for engaging and visually appealing advertisements that can capture the attention of viewers. Additionally, consumers in Morocco are becoming more tech-savvy and are embracing new technologies, such as virtual reality and augmented reality, which provide unique opportunities for advertisers to create immersive and interactive experiences.
Trends in the market: One of the key trends in the TV & Video Advertising market in Morocco is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This enables them to deliver personalized and relevant advertisements, resulting in higher engagement and conversion rates. Advertisers are also leveraging data analytics and artificial intelligence to optimize their campaigns and measure their effectiveness. This trend is expected to continue as advertisers seek more efficient and cost-effective ways to reach their target audience. Another trend in the market is the increasing popularity of video-on-demand (VOD) services. Platforms like Netflix, Amazon Prime Video, and local providers such as Shahid VIP and Icflix are gaining traction among Moroccan consumers. This has created opportunities for advertisers to reach a captive audience through pre-roll and mid-roll video advertisements. Advertisers are also exploring product placement and integration within popular TV shows and movies to increase brand exposure and awareness.
Local special circumstances: Morocco has a growing middle class with increasing purchasing power, which has led to a rise in consumer spending. This has attracted both local and international brands to invest in TV and video advertising to capture a share of the market. Additionally, Morocco is a popular tourist destination, attracting millions of visitors each year. Advertisers are targeting this captive audience through TV and video advertising to promote local attractions, hotels, and other tourism-related services.
Underlying macroeconomic factors: Morocco's economy has been growing steadily in recent years, driven by sectors such as tourism, manufacturing, and services. This has resulted in increased consumer spending and a growing middle class. Additionally, the government has implemented initiatives to promote foreign investment and improve infrastructure, which has attracted international companies to set up operations in Morocco. These factors have contributed to the growth of the TV & Video Advertising market in the country. In conclusion, the TV & Video Advertising market in Morocco is developing rapidly due to changing customer preferences, including the increasing demand for personalized and immersive experiences. The market is also influenced by global trends such as programmatic advertising and the rise of video-on-demand services. Local special circumstances, such as a growing middle class and a thriving tourism industry, further contribute to the market's growth. These developments are supported by underlying macroeconomic factors, including Morocco's growing economy and efforts to attract foreign investment.
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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