Key regions: United States, Europe, United Kingdom, Japan, Germany
The TV & Video Advertising market in NAFTA is experiencing significant growth and development.
Customer preferences: Customers in the NAFTA region have shown a strong preference for TV and video advertising. This can be attributed to the fact that television remains a popular medium for entertainment and information consumption. Additionally, the rise of digital streaming platforms has further increased the demand for video advertising, as viewers are increasingly turning to online platforms for their entertainment needs.
Trends in the market: One of the key trends in the TV & Video Advertising market in NAFTA is the shift towards programmatic advertising. Programmatic advertising allows for targeted and personalized ads to be delivered to viewers, based on their demographics, interests, and online behavior. This trend is driven by the increasing availability of data and advanced analytics tools, which enable advertisers to optimize their campaigns and reach their target audience more effectively. Another trend in the market is the integration of online and offline advertising strategies. Advertisers are recognizing the importance of a cohesive and integrated approach to reach their target audience across multiple platforms. This trend is driven by the changing media consumption habits of viewers, who are increasingly using multiple devices and platforms to access content. Advertisers are leveraging this trend by developing cross-channel advertising campaigns that combine traditional TV advertising with online video ads, social media promotions, and other digital marketing initiatives.
Local special circumstances: The TV & Video Advertising market in NAFTA is influenced by several local special circumstances. One such circumstance is the diverse cultural and linguistic landscape of the region. NAFTA consists of three countries - the United States, Canada, and Mexico - each with its own unique cultural and linguistic characteristics. Advertisers need to take these differences into account when developing their campaigns, ensuring that they resonate with the local audience and effectively communicate their message. Another special circumstance is the regulatory environment in each country. While the United States has a relatively liberal regulatory framework for TV and video advertising, Canada and Mexico have their own set of regulations and restrictions. Advertisers operating in the NAFTA region need to navigate these regulations and ensure compliance to avoid any legal issues or penalties.
Underlying macroeconomic factors: The growth and development of the TV & Video Advertising market in NAFTA can be attributed to several underlying macroeconomic factors. Firstly, the strong economic growth in the region has resulted in increased consumer spending power, which in turn drives advertising investments. Advertisers are keen to tap into the growing consumer market and leverage TV and video advertising to reach their target audience effectively. Secondly, the increasing penetration of internet and mobile devices in the region has created new opportunities for TV and video advertising. With more people accessing content online, advertisers are shifting their focus towards digital platforms to reach their target audience. This trend is further fueled by the availability of high-speed internet connections and the growing popularity of streaming services. In conclusion, the TV & Video Advertising market in NAFTA is experiencing significant growth and development, driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are adapting to changing consumer habits and leveraging technology to deliver targeted and personalized advertising campaigns.
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) 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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