Market Insights Advertising & Media AR & VR

VR Advertising - Europe

Europe

Revenue in the VR Advertising market market in Europe is projected to reach €39.0m in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of 1.50%, resulting in a projected market volume of €42.0m by 2029.
With a projected market volume of €43.9m in 2024, it is important to note that most revenue is generated the United States.
In Europe, the VR advertising market is increasingly integrating immersive experiences to enhance consumer engagement and brand storytelling across various industries.

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Analyst Opinion

The VR Advertising market in Europe is experiencing significant growth and development, driven by customer preferences for immersive and interactive advertising experiences.

Customer preferences: Customers in Europe are increasingly seeking unique and engaging advertising experiences that go beyond traditional formats. VR Advertising allows brands to create immersive and interactive campaigns that capture the attention and interest of consumers. With VR technology, brands can transport customers to virtual worlds where they can experience products and services in a more realistic and engaging way. This appeals to customers who are looking for memorable and interactive experiences that stand out from the crowd.

Trends in the market: One of the key trends in the VR Advertising market in Europe is the increasing adoption of VR headsets. As the technology becomes more accessible and affordable, more consumers are purchasing VR headsets for entertainment purposes. This presents a significant opportunity for advertisers to reach a larger audience through VR Advertising. Brands are leveraging this trend by creating VR experiences that can be accessed through VR headsets, providing customers with a unique and immersive way to engage with their products and services. Another trend in the VR Advertising market is the integration of VR technology with social media platforms. Social media platforms are increasingly incorporating VR features, allowing users to share and interact with VR content. This opens up new possibilities for advertisers to reach consumers through social media channels, leveraging the viral nature of social media to amplify the reach of their VR Advertising campaigns. Brands are exploring innovative ways to create VR experiences that can be shared and discussed on social media platforms, creating a buzz around their products and services.

Local special circumstances: Europe has a diverse and tech-savvy population, making it an ideal market for VR Advertising. Countries like Germany, France, and the United Kingdom have a high level of smartphone penetration and internet connectivity, providing a strong foundation for the adoption of VR technology. Additionally, Europe has a rich cultural heritage and a thriving arts and entertainment industry, which creates opportunities for brands to create VR experiences that tap into the region's cultural and artistic heritage.

Underlying macroeconomic factors: The growth of the VR Advertising market in Europe is also influenced by underlying macroeconomic factors. Europe has a strong and stable economy, which provides a favorable business environment for advertisers. Additionally, the region has a large and affluent consumer base, making it an attractive market for brands looking to expand their reach. The increasing disposable income and purchasing power of European consumers further contribute to the growth of the VR Advertising market. In conclusion, the VR Advertising market in Europe is experiencing significant growth and development due to customer preferences for immersive and interactive advertising experiences. The increasing adoption of VR headsets and the integration of VR technology with social media platforms are key trends driving the market. Europe's tech-savvy population, cultural heritage, and strong economy provide a favorable environment for the growth of the VR Advertising market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on VR advertising revenue, which includes advertising that is integrated into the virtual world within video games and videos.

Modeling approach / market size:

The market size is determined through a top-down approach. We use annual financial reports of the market-leading companies and industry associations, as well as third-party studies and reports 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 consumer spending, internet penetration, 4G coverage, and historical developments.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are level of digitalization, adoption of technology, GDP per capita, and internet penetration.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. 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).