Market Insights Advertising & Media Advertising

TV & Video Advertising - Denmark

Denmark

Ad spending in the TV & Video Advertising market in Denmark is forecasted to reach €560.70m in 2024.
The largest market is Digital Video Advertising with a market volume of €286.20m in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching €131.40bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be €64.12 in 2024.
By 2029, the number of TV Viewers in Denmark is expected to reach 4.36m users.
Denmark's TV & Video Advertising market is seeing a shift towards programmatic buying, enhancing targeting and efficiency in reaching audiences.

Key regions: United States, Europe, United Kingdom, Japan, Germany

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.

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The TV & Video Advertising market in Denmark has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms. Customer preferences in Denmark have shifted towards consuming media content on digital platforms, such as streaming services and social media. This trend is driven by the convenience and flexibility offered by these platforms, allowing users to access content anytime, anywhere. As a result, advertisers are increasingly investing in TV & Video Advertising on digital platforms to reach their target audience effectively. Trends in the market indicate that the TV & Video Advertising industry in Denmark is becoming more data-driven. Advertisers are leveraging advanced analytics and audience segmentation techniques to deliver personalized and targeted advertising messages. This approach allows advertisers to optimize their advertising campaigns and maximize their return on investment. Additionally, the use of programmatic advertising is gaining popularity, enabling advertisers to automate the buying and selling of TV & Video Advertising inventory. Local special circumstances in Denmark contribute to the growth of the TV & Video Advertising market. Denmark has one of the highest internet penetration rates in the world, with a tech-savvy population that embraces digital technologies. This favorable digital landscape provides a conducive environment for the development of the TV & Video Advertising market. Furthermore, Denmark has a strong creative industry, with a reputation for producing high-quality content. This creative talent pool attracts advertisers who want to align their brands with premium content and engage with a discerning audience. Underlying macroeconomic factors also play a role in the growth of the TV & Video Advertising market in Denmark. The Danish economy has been performing well, with steady GDP growth and low unemployment rates. This economic stability provides advertisers with the confidence to invest in advertising and allocate budgets to TV & Video Advertising. Additionally, Denmark has a strong regulatory framework that promotes fair competition and consumer protection. This regulatory environment fosters trust and transparency in the TV & Video Advertising industry, attracting both advertisers and consumers. In conclusion, the TV & Video Advertising market in Denmark is experiencing growth due to changing customer preferences, the increasing availability of digital platforms, and the adoption of data-driven advertising strategies. Local special circumstances, such as a tech-savvy population and a strong creative industry, contribute to the market's development. Furthermore, favorable macroeconomic factors, including a stable economy and a robust regulatory framework, support the growth of the TV & Video Advertising market in Denmark.

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) 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.