Market Insights Advertising & Media Advertising TV & Video Advertising

Digital Video Advertising - Portugal

Portugal

Ad spending in the Digital Video Advertising market in Portugal is forecasted to reach US$129.70m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 4.75%, leading to a projected market volume of US$163.60m by 2029.
With a projected market volume of US$84,610.00m in 2024, the majority of revenue will be generated in Portugal.
In the Digital Video Advertising market in Portugal, 82.70% of total ad spending will be generated through mobile in 2029.
The average ad spending per internet user in the Digital Video Advertising market in Portugal is projected to be US$15.47 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Portugal is expected to reach US$12.21m in 2024.
Connected TV is predicted to exhibit an annual growth rate (CAGR 2024-2029) of 3.95%, resulting in a projected market volume of US$14.82m by 2029.
The ad spending on short-form videos in the Digital Video Advertising market in Portugal is forecasted to hit US$50.85m in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2029) of 9.24%, resulting in a projected market volume of US$79.12m by 2029.
Portugal's digital video advertising market is rapidly expanding, driven by increased internet penetration and a growing demand for targeted online campaigns.

Key regions: Australia, Europe, India, China, Asia

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Analyst Opinion

The Digital Video Advertising market in Portugal has been experiencing significant growth in recent years.

Customer preferences: Portuguese consumers are increasingly turning to digital platforms for their entertainment and information needs. This has led to a surge in demand for digital video content, creating a ripe market for digital video advertising. Additionally, the rise of mobile devices has made it easier for consumers to access video content on the go, further driving the demand for digital video advertising.

Trends in the market: One of the key trends in the digital video advertising market in Portugal is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to reach their desired audience more effectively. Programmatic advertising also offers greater efficiency and cost-effectiveness, as it automates the ad buying process and eliminates the need for manual negotiation. Another trend in the market is the growing popularity of native video advertising. Native video ads blend seamlessly with the content on digital platforms, providing a non-intrusive and engaging advertising experience for users. This type of advertising is particularly effective in capturing the attention of consumers and driving brand awareness.

Local special circumstances: Portugal has a high internet penetration rate, with a large portion of the population having access to high-speed internet. This has contributed to the growth of the digital video advertising market, as it enables consumers to easily access and consume video content online. Additionally, Portugal has a relatively young population, which is more likely to be tech-savvy and open to digital advertising.

Underlying macroeconomic factors: The growth of the digital video advertising market in Portugal is also supported by favorable macroeconomic factors. Portugal has experienced steady economic growth in recent years, which has led to increased consumer spending power. This has translated into higher advertising budgets, allowing advertisers to invest more in digital video advertising. Furthermore, the tourism industry in Portugal has been booming, attracting a large number of international visitors. This presents an opportunity for advertisers to reach a diverse audience through digital video advertising. In conclusion, the Digital Video Advertising market in Portugal is thriving due to the increasing consumer preference for digital platforms, the shift towards programmatic and native video advertising, favorable local circumstances, and positive macroeconomic factors. As the market continues to evolve, advertisers in Portugal will need to stay abreast of the latest trends and technologies to effectively reach their target audience and maximize the impact of their digital video advertising campaigns.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, 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.