Market Insights Advertising & Media Advertising

Search Advertising - Sweden

Sweden

Ad spending in the Search Advertising market in Sweden is forecasted to reach €2.24bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.12%, leading to a projected market volume of €3.31bn by 2029.
When compared globally, the United States will contribute the most to ad spending (€123.10bn in 2024).
Within the Search Advertising market, 43% of total ad spending will come from mobile sources in 2029.
The average ad spending per internet user in the Search Advertising market is estimated to be €231.60 in 2024.
Sweden's Search Advertising market shows a growing preference for programmatic ad buying, enhancing targeting capabilities and efficiency in reaching specific audiences.

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

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Región

Comparación de regiones

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Analyst Opinion

The Search Advertising market in Sweden has experienced significant growth in recent years, driven by changing customer preferences and the increasing importance of digital advertising.

Customer preferences: Swedish customers have shown a strong preference for online shopping and digital channels, which has led to a greater demand for search advertising. With a high internet penetration rate and widespread use of smartphones, consumers in Sweden are increasingly turning to search engines to find products and services. This has created a lucrative market for advertisers looking to reach a large and engaged audience.

Trends in the market: One of the key trends in the Search Advertising market in Sweden is the shift towards mobile advertising. As more people access the internet through their smartphones, advertisers are focusing their efforts on mobile search advertising to reach consumers on the go. This trend is expected to continue as smartphone usage continues to rise in Sweden. Another trend is the growing importance of data-driven advertising. Advertisers are increasingly using data analytics to target their ads more effectively and measure their performance. This allows them to tailor their advertising campaigns to specific audiences and optimize their return on investment. In Sweden, where there is a strong focus on data privacy and security, advertisers are also taking steps to ensure that they are collecting and using data in a responsible and transparent manner.

Local special circumstances: Sweden has a highly competitive advertising market, with both local and international players vying for market share. This has led to increased innovation and investment in search advertising technology, as advertisers look for ways to stand out from the competition. Advertisers in Sweden are also known for their creativity and willingness to experiment with new formats and platforms, which has contributed to the growth of the market.

Underlying macroeconomic factors: The strong performance of the Swedish economy has also played a role in the growth of the Search Advertising market. With a high GDP per capita and a stable business environment, Sweden has attracted investment from both domestic and international companies. This has led to increased competition among advertisers and a greater demand for search advertising services. In conclusion, the Search Advertising market in Sweden is experiencing significant growth due to changing customer preferences, such as the shift towards mobile advertising, and the increasing importance of data-driven advertising. The competitive advertising market and the strong performance of the Swedish economy have also contributed to the growth of the market. As digital channels continue to gain prominence, search advertising is expected to remain a key component of marketing strategies in Sweden.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.