Market Insights Advertising & Media Advertising

Digital Banner Advertising - Portugal

Portugal

Ad spending in the Digital Banner Advertising market in Portugal is forecasted to reach €262.10m in 2024.
The expected annual growth rate (CAGR 2024-2029) for ad spending is 5.35%, leading to a projected market volume of €340.10m by 2029.
When compared globally, the United States is anticipated to have the highest ad spending (€61,600.00m in 2024).
The average ad spending per internet user in the Digital Banner Advertising market is projected to be €31.25 in 2024.
By 2029, 59% of the total ad spending in the market is expected to come from mobile.
Portugal's digital banner advertising market is rapidly growing, driven by innovative strategies and increasing online consumer engagement.

Key regions: India, China, Europe, Japan, United States

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Monnaie

Analyst Opinion

The Digital Banner Advertising market in Portugal has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing use of digital platforms for advertising.

Customer preferences: Portuguese customers have shown a growing preference for online and digital platforms for accessing information and entertainment. This has led to an increase in the demand for digital banner advertising, as businesses aim to reach their target audience through these channels. Additionally, customers in Portugal are becoming more tech-savvy and are spending more time online, creating a larger audience for digital banner advertising.

Trends in the market: One of the key trends in the digital banner advertising market in Portugal is the shift towards mobile advertising. With the widespread adoption of smartphones and the increasing use of mobile internet, advertisers are focusing on creating mobile-friendly banner ads to reach customers on the go. This trend is driven by the fact that mobile devices are now the primary means of accessing the internet for many Portuguese consumers. Another trend in the market is the increasing use of programmatic advertising. Programmatic advertising allows for automated buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is gaining traction in Portugal as advertisers look for ways to optimize their ad spend and target their audience more effectively.

Local special circumstances: Portugal has a relatively small population compared to other European countries, which means that advertisers need to be more targeted in their approach to reach the desired audience. This has led to the development of specialized digital advertising agencies in Portugal that focus on creating tailored campaigns for specific target groups. Furthermore, the Portuguese language is spoken not only in Portugal but also in other countries such as Brazil and Angola. This presents an opportunity for advertisers to reach a wider audience through digital banner advertising, particularly in the Portuguese-speaking regions of the world.

Underlying macroeconomic factors: The growth of the digital banner advertising market in Portugal is also influenced by macroeconomic factors such as the overall economic growth of the country. As the economy improves, businesses have more resources to allocate towards advertising and marketing activities, including digital banner advertising. Additionally, the increasing internet penetration rate in Portugal is contributing to the growth of the digital advertising market. As more people gain access to the internet, the potential audience for digital banner advertising expands, creating more opportunities for advertisers to reach their target market. In conclusion, the Digital Banner Advertising market in Portugal is growing due to changing customer preferences, including a preference for online and digital platforms, as well as the increasing use of mobile devices. The market is also influenced by trends such as the shift towards mobile advertising and the use of programmatic advertising. Special circumstances in Portugal, such as the need for targeted advertising and the widespread use of the Portuguese language, further contribute to the growth of the market. Additionally, underlying macroeconomic factors such as economic growth and increasing internet penetration rate play a role in the development of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital banner advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital banner advertising on websites accessed via desktop PCs, on mobile-enabled websites, in apps, or on social media.

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 Global Survey) 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.