VR Advertising - EU-27

EU-27

Highlights

In the EU-27, revenue in the VR Advertising market market is projected to reach US$29.7m in 2024.
The revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 1.17%, leading to a projected market volume of US$31.5m by 2029.
While the EU-27 is participating in this growth, it is noteworthy that most revenue is generated the United States, which is projected to have a market volume of US$47.4m in 2024.
The EU-27 is witnessing a significant surge in VR advertising adoption, with innovative campaigns increasingly enhancing user engagement and brand experiences across diverse sectors.

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The VR Advertising market in EU-27 is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in the EU-27 are increasingly drawn to immersive and interactive advertising experiences. VR Advertising offers a unique and engaging way for brands to connect with their target audience. It allows customers to experience products and services in a virtual environment, creating a more memorable and impactful advertising experience. This appeals to customers who are seeking novel and innovative forms of advertising that go beyond traditional methods.

Trends in the market: One of the key trends in the VR Advertising market in the EU-27 is the increasing adoption of virtual reality technology by businesses. As VR technology becomes more accessible and affordable, companies are recognizing its potential for advertising purposes. They are investing in VR headsets and content creation to develop immersive advertising campaigns that can captivate their target audience. Another trend is the integration of VR Advertising with social media platforms. With the widespread use of social media in the EU-27, brands are leveraging these platforms to reach a larger audience. By incorporating VR Advertising into social media campaigns, companies can engage with customers in a more interactive and shareable way, increasing brand exposure and generating word-of-mouth marketing.

Local special circumstances: The EU-27 market is diverse, with different countries having varying levels of VR Advertising adoption. Some countries, such as Germany and France, have a strong presence of VR startups and a tech-savvy population, making them more receptive to VR Advertising. On the other hand, countries like Bulgaria and Romania are still in the early stages of VR adoption and may require more education and awareness about the benefits of VR Advertising.

Underlying macroeconomic factors: The growth of the VR Advertising market in the EU-27 is also influenced by underlying macroeconomic factors. The region has a strong digital infrastructure and a high smartphone penetration rate, providing a solid foundation for the adoption of VR technology. Additionally, the increasing investment in VR technology by businesses and the support from government initiatives and policies are driving the growth of the VR Advertising market in the EU-27. In conclusion, the VR Advertising market in the EU-27 is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customers are increasingly drawn to immersive and interactive advertising experiences, and businesses are recognizing the potential of VR Advertising. With the integration of VR Advertising with social media platforms and the diverse market landscape in the EU-27, there are ample opportunities for growth and innovation in this market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on VR advertising revenue, which includes advertising that is integrated into the virtual world within video games and videos.

Modeling approach / market size:

The market size is determined through a top-down approach. We use annual financial reports of the market-leading companies and industry associations, as well as third-party studies and reports 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 consumer spending, internet penetration, 4G coverage, and historical developments.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are level of digitalization, adoption of technology, GDP per capita, and internet penetration.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development).