Market Insights Advertising & Media Advertising

TV & Video Advertising - North Macedonia

North Macedonia

Ad spending in the TV & Video Advertising market in North Macedonia is forecasted to reach US$24.75m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$15.00m 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$8.71 in 2024.
By 2029, the number of TV Viewers in North Macedonia is anticipated to reach 1.7m users.
North Macedonia's TV & Video Advertising market is experiencing a shift towards digital platforms to reach a tech-savvy audience.

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 North Macedonia has been experiencing significant growth in recent years.

Customer preferences: Customers in North Macedonia have shown a strong preference for TV and video advertising as a means of receiving information and entertainment. This preference is driven by the widespread availability and affordability of television sets and internet access. In addition, the cultural importance of television as a medium for news, sports, and entertainment plays a significant role in shaping customer preferences.

Trends in the market: One of the key trends in the TV & Video Advertising market in North Macedonia is the increasing adoption of digital advertising. As more people gain access to the internet and smartphones, advertisers are shifting their focus towards online platforms and video streaming services. This trend is driven by the growing popularity of digital content consumption and the ability to target specific audiences with personalized advertisements. Another trend in the market is the emergence of programmatic advertising. Programmatic advertising uses algorithms and data analytics to automate the buying and selling of ad space. This allows advertisers to reach their target audience more effectively and efficiently. The use of programmatic advertising is expected to increase in North Macedonia as advertisers seek to optimize their advertising budgets and improve campaign performance.

Local special circumstances: One of the unique aspects of the TV & Video Advertising market in North Macedonia is the dominance of local broadcasters. Local television stations have a strong presence in the market and are trusted sources of news and entertainment for the population. This presents opportunities for advertisers to target specific local audiences and create tailored advertising campaigns. Another special circumstance in the market is the relatively low competition from international advertisers. While international brands are present in the market, the majority of advertisers are local businesses. This creates a unique advertising landscape where local brands have a significant presence and can effectively reach their target audience.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in North Macedonia can be attributed to several underlying macroeconomic factors. The country has experienced 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 to promote their products and services. Furthermore, the government has implemented policies to attract foreign direct investment and promote the development of the media industry. These policies have created opportunities for international broadcasters and advertisers to enter the market and contribute to its growth. In conclusion, the TV & Video Advertising market in North Macedonia is experiencing growth due to customer preferences for TV and video advertising, the adoption of digital and programmatic advertising, the dominance of local broadcasters, and favorable macroeconomic factors. As the market continues to evolve, it is expected that advertisers will increasingly leverage digital platforms and data-driven strategies to reach their target audience effectively.

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.