Advertising - Denmark

Denmark

Ad spending in the Advertising market in Denmark is expected to reach €2,779.00m in 2024.
The largest market is Search Advertising with a market volume of €1,041.00m in 2024.
When compared globally, the United States is projected to lead in ad spending, reaching €390.80bn in 2024.
Within the Advertising market, 81% of total ad spending is forecasted to come from digital advertising in 2029.
The average ad spending per capita in the Search Advertising market is estimated to be €175.20 in 2024.
Moreover, in the Advertising market in Denmark, Advertising market of the 83% revenue is anticipated to be generated through programmatic advertising in 2029.
Denmark's advertising market is seeing a shift towards digital platforms, with a focus on personalized and interactive campaigns to engage tech-savvy consumers.

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

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Analyst Opinion

The Advertising market in Denmark has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing use of digital platforms.

Customer preferences: Customers in Denmark are increasingly turning to digital platforms for their advertising needs. This shift is driven by the convenience and accessibility of online advertising, which allows businesses to target specific audiences and measure the effectiveness of their campaigns. In addition, customers are becoming more discerning in their advertising choices, seeking out personalized and relevant content that resonates with their interests and values. As a result, advertisers are focusing on creating engaging and interactive campaigns that provide value to the customer.

Trends in the market: One of the key trends in the Danish advertising market is the rise of mobile advertising. With the widespread use of smartphones and tablets, advertisers are leveraging mobile platforms to reach consumers on the go. Mobile advertising offers unique opportunities for targeted and location-based advertising, allowing businesses to reach customers at the right time and place. In addition, the popularity of social media platforms has also contributed to the growth of mobile advertising, as users spend a significant amount of time on these platforms. Another trend in the Danish advertising market is the increasing importance of data-driven advertising. Advertisers are leveraging data analytics and artificial intelligence to gain insights into customer behavior and preferences. This allows them to create more targeted and personalized campaigns, increasing the effectiveness of their advertising efforts. Data-driven advertising also enables advertisers to measure the impact of their campaigns and make data-backed decisions to optimize their advertising strategies.

Local special circumstances: Denmark has a highly digitalized and tech-savvy population, which has contributed to the growth of the advertising market. The country has one of the highest internet penetration rates in the world, with a large percentage of the population using social media platforms and mobile devices. This provides advertisers with a wide reach and opportunities to engage with their target audience. In addition, Denmark has a strong creative industry, with a focus on design and innovation. This has led to the development of creative and impactful advertising campaigns that resonate with consumers. The emphasis on creativity and innovation has also driven the adoption of new advertising formats and technologies, such as augmented reality and virtual reality, which provide unique and immersive experiences for customers.

Underlying macroeconomic factors: The growth of the advertising market in Denmark is also supported by favorable macroeconomic factors. The Danish economy has been performing well, with steady GDP growth and low unemployment rates. This has led to increased consumer spending and business investment, creating opportunities for advertisers to promote their products and services. Furthermore, Denmark has a stable political and regulatory environment, which provides a conducive business environment for advertisers. In conclusion, the Advertising market in Denmark is experiencing growth due to changing customer preferences, the rise of digital platforms, and the adoption of data-driven advertising. The country's highly digitalized population, creative industry, and favorable macroeconomic factors have contributed to the growth of the market. Advertisers in Denmark are focusing on mobile advertising, data-driven advertising, and creating engaging and personalized campaigns to reach and resonate with their target audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 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).