北欧数字广告市场前景及投资研究报告-培训课件外文版2024.5游戏内置广告

DIGITAL

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TRENDSDigitaladvertisingintheNordicsCHAPTER

01OverviewoftheEuropeanmarketDigitaladvertisingspendinginEuropefrom2006to2022(inbillioneuros)DigitaladvertisingspendinginEurope2006-2022IncludingBelarus&RussiaExcludingBelarus&Russia*1009080706050403020100928678.370.56066.456.459.150.251.945.83944.140.834.736.130.732.428.927.525.924.622.32218.818.917.21614.710.99.27.86.6200620072008200920102011201220132014201520162017201820192020202120224Description:In2022,digitaladvertisingspendinginEuropeamountedto86billioneuros,upbynearly10percentcomparedtothevalueof78.3billionrecordedayearearlier.ThesefiguresdonotincludeRussiaandBelarus.The2021marketsizeincludingthetwoEasternEuropeancountriesstoodat92billioneuros.ReadmoreNote(s):Europe;2006to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEurope;Varioussources(localIABoffices)ChangeindigitaladvertisingspendinginEuropefrom2010to2022DigitaladspendgrowthinEurope2010-202235%30.5%30%25%20%15%10%5%18.6%16.5%13.9%13.1%13.2%12.2%201612.3%201911.9%201311.5%201211.6%20149.8%20226.3%20200%2010201120152017201820215Description:In2022,Europeandigitaladvertisingmarketgrewby9.8percent.Thisvalueuses2021exchangeratetocapturegrowthratesasreportedbylocalmarkets.WhenadjustedtotheColomboConsumerPriceIndex(CCPI),thegrowthstoodatfourpercent.WhenadjustedtotheHarmonisedIndexofConsumerPrices(HICP),thegrowthratestoodat0.7percent.ReadmoreNote(s):Europe;2010to2022Source(s):IABEuropeDistributionofdigitaladvertisingexpenditureinEuropein2022,byformatDigitaladspendinginEurope2022,byformat100%90%80%70%60%50%40%30%49.9%43.5%20%10%0%6.6%DisplaySearchClassifieds/directories/affiliate6/statistics/455001/europe-distribution-online-ad-spend-by-formatIn2022,displaywasthelargestdigitaladformatinEurope,accountingfor49.9percentoftheadspend,followedbysearchwith43.5percent,andclassifieds,directories,affiliatewith6.6percent.Europeandigitaladspendstoodat86billioneurosin2022.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDistributionofdigitaladvertisingspendinginEuropefrom2019to2022,bycompanyDigitaladvertisingspendinginEurope2019-2022.bycompanyMeta&GoogleAmazonOther120%100%21.7%6%23.9%5.4%25.5%7.1%29.4%80%60%40%20%0%3.8%72.3%70.7%66.8%67.4%20222019202020217Description:In2022,MetaandGoogleaccountedfor67.4percentoftheEuropeandigitaladvertisingmarket,whereAmazonaccountedfor7.1percent.Amazon'ssharehasbeensteadilyincreasinginthepresentedperiod.

ReadmoreNote(s):Europe;2019to2022Source(s):IABEurope;Varioussources(companyfilings)CHAPTER

02DenmarkDigitaladvertisingspendinginDenmarkfrom2020to2022(inbillioneuros)DigitaladspendinDenmark2020-20221.81.61.591.441.41.21.21.00.80.60.40.20.02020202120229Description:In2022,digitaladvertisingspendinginDenmarkstoodat1.59billioneuros,upfrom1.44billionayearearlier.Thisconstitutesanincreaseof10percentyearonyear.

ReadmoreNote(s):Denmark;2020to2022Source(s):IABEuropeShareofdigitalinadvertisingspendinginDenmarkin2019,2020,and2022DigitalshareofadspendinDenmark2019-202280%70%69%66%61%60%50%40%30%20%10%0%20192020202210Description:In2022,digitaladsaccountedfor69percentofthetotaladvertisingspendinginDenmark.Twoyearsearlier,theshareamountedto66percent.Thisconstitutesanannualincreaseofthreepercentagepoints.

ReadmoreNote(s):Denmark;2019,2020,and2022Source(s):IRM;Varioussources(mediawatch.dk)DistributionofdigitaladvertisingspendinginDenmarkin2022,byformatDenmark:digitaladspend2022,byformat50%46.3%45%40%35%30%25%20%15%10%5%42.1%11.6%0%Paid-forsearchDisplayClassifieds&directories11/statistics/278782/denmark-digital-advertising-spending-by-formatIn2022,paid-forsearchwastheleadingdigitaladvertisigngformatinDenmark,attracting46.3percentofdigitaladvertisingspending.Displayfollowedcloselywith42.1percent,whereasclassifiedsanddirectoriesaccountedfor11.6percentofthetotal.ReadmoreNote(s):DenmarkSource(s):IABEuropeProgrammaticadvertisingspendinginDenmarkfrom2017to2026(inbillionU.S.dollars)ProgrammaticadspendinDenmark2017-20262.52.01.52.011.881.741.591.421.251.020.931.00.50.00.880.7201720182019202020212022*2023*2024*2025*2026*12Description:InDenmark,programmaticallyboughtadsattractedaspendingof1.25billionU.S.dollarsin2021.By2026,theexpenditureisexpectedtoincreaseto2.01billion.Tocompare,globalprogrammaticspendingstoodat418billionin2021.

ReadmoreNote(s):Denmark;2017to2021;*Forecast.ReadmoreSource(s):NumberofinternetusersinDenmarkfrom2019to2028(inmillions)InternetusersinDenmark2019-202865.665.65.555.495.435.365.285.295.215.06543210201920202021202220232024202520262027202813Description:ThenumberofinternetusersinDenmarkwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3millionusers(+5.6percent).Aftertheninthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach5.66millionusersandthereforeanewpeakin2028.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Denmark;2019to2028;numberofpeopleinthecountryusingtheinternet;*Forecasteddata.Source:basedonITUandnationalstatisticalofficesReadmoreSource(s):AttitudestowardsonlineadvertisinginDenmarkasofMarch2023AttitudestowardsonlineadvertisinginDenmark2023Shareofrespondents0%10%20%30%40%50%47%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn41%30%Iuseadblockerswhenbrowsingtheinternet18%Idon'tmindwhencompaniesusemypersonaldataforadvertisingIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIoftenhavedifficultydistinguishingadvertisingfromcontentIamexcitedaboutusingthemetaverse(immersivevirtualworld)Noneoftheabove13%11%10%7%10%14Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostDanishrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.47percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Denmark;JanuarytoMarch2023;1035respondents;18-64yearsSource(s):ConsumerInsightsOnlineadvertisingpracticesexperiencedbyconsumersfromDenmarkasofDecember2022OnlineadvertisingpracticesexperiencedbyDanishconsumers2022Shareofrespondents0%

10%20%30%40%50%60%70%...haveexperiencedhiddenadsplacedwithinsearchresults74%73%...haveexperiencedadsthatappearedtohavebeentailoredtothempersonally...haveexperiencedconsumerreviewsthatdidnotappeargenuine...haveexperiencedunclearexplanationsontheuseofpersonaldata59%42%...haveexperiencedsocialmediainfluencerswhoappearedtohavebeenpaidtopromotecertainproductsbutdidnotsaythisclearly39%15Description:Duringa2022survey,almostthree-quarters(or74percent)ofrespondingconsumersfromDenmarksawhiddenadsplacedwithinsearchresults.Meanwhile,73percentofrespondentsstatedthattheyhadexperiencedadsthatappearedtohavebeentailoredtothempersonally.ReadmoreNote(s):Denmark;October24toDecember4,2022;1,000respondents;18yearsandolderSource(s):EuropeanCommission;IpsosConsumerconcernsabouttargetedadvertisinginDenmarkasofDecember2022ConsumerconcernsabouttargetedadsinDenmark2022Shareofrespondents0%10%20%30%40%50%Yourpersonaldatacouldbeusedforotherpurposesand/oryoudon'tknowwithwhomitmightbeshared55%Youronlinedataiscollected/aprofileismadeaboutyouwithoutyouknowingitorexplicitlygivenachancetoagree49%CookiesareinstalledonyourcomputerYoucannot'opt-out'/refuse39%25%25%Itnegativelyaffectsyourtrustine-commerceYoucannotdistinguishbetweeninformationandadvertisingNoconcernsaboutonlinetargetedadvertising22%14%16Description:Duringa2022survey,55percentofrespondingconsumersfromDenmarkstatedthatthefactthattheirpersonaldatacouldbeusedforotherpurposesand/ortheydidnotknowwithwhomitmightbesharedwasaveryimportantconcernoftheirsregardingonlinetargetedadvertising.Inthemeantime,roughlyhalfoftherespondentsexpressedconcernsregardingtheironlinedatacollectedoraprofilemadeaboutthemwithoutknowingitorexplicitlygivenachancetoagree.

ReadmoreNote(s):Denmark;October24toDecember4,2022;1,000respondents;18yearsandolder;amongconsumerswhopurchasedanygoodsorservicesviatheinternetinthepast12monthsSource(s):EuropeanCommission;IpsosCHAPTER

03FinlandOnlineadvertisingexpenditureinFinlandfrom2012to2022(inmillioneuros)OnlineadvertisingspendinginFinland2012-2022800700600500400699.8637.3528.1460.2420.2370.4324.4286.120153002001000265239222201220132014201620172018201920202021202218Description:In2022,roughly699.8millioneuroswasspentondigitaladvertisinginFinland.Thiswasanincreaseof9.8percentfrom2021.Overthepastdecade,onlineadvertisinggrewsignificantlyandmorethandoubledbetween2013and2021.Thistypeofadvertisingincludesvariousonlineadvertisingmethodssuchasdisplay,instreamandoutstreamvideo,mobile,nativeadvertising,socialmedia,andsearchenginemarketing.

ReadmoreNote(s):Finland;2012to2022Source(s):FinnishAdvertisingCouncil;KantarTNSFinlandShareofdigitalinadvertisingspendinginFinlandin2020and2022DigitalshareofadspendinFinland2020-202260%52.7%50%50%40%30%20%10%0%46.9%20202021202219Description:In2022,digitalaccountedforhalfoftotaladvertisingspendinginFinland.Itincreasedby2.7percentagepointsfromtheshareof52.7percentrecordedayearearlier.

ReadmoreNote(s):Finland;2020and2022Source(s):FinnishAdvertisingCouncil;KantarTNSFinlandDigitaladvertisingspendinginFinlandin2022,byformat(inmillioneuros)DigitaladspendinFinland2022,byformat250231227.120015010050184.632.14.63.70SearchSocialmediaDisplayInstreamvideoOutstreamvideoOther20Description:In2022,digitaladvertisinginFinlandattractedroughly700millioneurosinspending.Searchwasthelargestformat,accountingforathirdofthetotal.Socialmediaandstaticdisplayadsfollowed,withexpendituresof227.1millionand184.6million,respectively.ReadmoreNote(s):Finland;2022Source(s):IABFinland;KantarTNSFinlandProgrammaticadvertisingspendinginFinlandfrom2017to2026(inmillionU.S.dollars)ProgrammaticadspendinFinland2017-20261,4001,2001,0008001,168.171,088.63999.36904.69800.22688.54600546.83490.19442.974002000339.45201720182019202020212022*2023*2024*2025*2026*21Description:In2021,programmaticadvertisingspendinginFinlandstoodat688.54millionU.S.dollars.Itwasprojectedtoincreaseto1.17billionby2026.ReadmoreNote(s):2017to2021;*Forecast.ReadmoreSource(s):ForecastofinternetusernumbersinFinlandfrom2019to2025(inmillionusers)ForecastofinternetusernumbersinFinland2019-202565.345.285.225.155.074.994.87543210201920202021*2022*2023*2024*2025*22Description:ThisstatisticdisplaysaforecastofthedevelopmentininternetusernumbersinFinlandfrom2019to2025.Thisnumberisforecastedtocontinuouslygrowyearonyear.Therewere4.87millionactiveinternetusersasof2019.In2025,thenumberofactiveinternetusersisprojectedtoreach5.34millionindividuals.ReadmoreNote(s):FinlandSource(s):AttitudestowardsonlineadvertisinginFinlandasofJune2023AttitudestowardsonlineadvertisinginFinland2023Shareofrespondents0%10%20%30%40%38%50%47%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn42%Iuseadblockerswhenbrowsingtheinternet25%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIdon'tmindwhencompaniesusemypersonaldataforadvertisingIamexcitedaboutusingthemetaverse(immersivevirtualworld)IoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove18%11%10%9%6%23Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostFinnishrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.47percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Finland;July2022toJune2023;2027respondents;18-64yearsSource(s):ConsumerInsightsOnlineadvertisingpracticesexperiencedbyconsumersfromFinlandasofDecember2022OnlineadvertisingpracticesexperiencedbyFinnishconsumers2022Shareofrespondents0%

10%20%30%40%50%60%70%80%90%

100%86%...haveexperiencedhiddenadsplacedwithinsearchresults...haveexperiencedadsthatappearedtohavebeentailoredtothempersonally...haveexperiencedconsumerreviewsthatdidnotappeargenuine81%69%...haveexperiencedsocialmediainfluencerswhoappearedtohavebeenpaidtopromotecertainproductsbutdidnotsaythisclearly53%...haveexperiencedunclearexplanationsontheuseofpersonaldata51%24Description:Duringa2022survey,86percentofrespondingconsumersfromFinlandsawhiddenadsplacedwithinsearchresults.Meanwhile,slightlymorethan80percentofrespondentsstatedthattheyhadexperiencedadsthatappearedtohavebeentailoredtothempersonally.ReadmoreNote(s):Finland;October24toDecember4,2022;1,000respondents;18yearsandolderSource(s):EuropeanCommission;IpsosConsumerconcernsabouttargetedadvertisinginFinlandasofDecember2022ConsumerconcernsabouttargetedadsinFinland2022Shareofrespondents0%

10%20%30%40%50%60%70%67%80%Yourpersonaldatacouldbeusedforotherpurposesand/oryoudon'tknowwithwhomitmightbeshared82%Youronlinedataiscollected/aprofileismadeaboutyouwithoutyouknowingitorexplicitlygivenachancetoagreeCookiesareinstalledonyourcomputerYoucannot'opt-out'/refuse49%43%Itnegativelyaffectsyourtrustine-commerceYoucannotdistinguishbetweeninformationandadvertisingNoconcernsaboutonlinetargetedadvertising35%29%6%25Description:Duringa2022survey,82percentofrespondingconsumersfromFinlandstatedthatthefactthattheirpersonaldatacouldbeusedforotherpurposesand/ortheydidnotknowwithwhomitmightbesharedwasaveryimportantconcernoftheirsregardingonlinetargetedadvertising.Inthemeantime,slightlymorethantwo-thirds(or67percent)ofrespondentsexpressedconcernsregardingtheironlinedatacollectedoraprofilemadeaboutthemwithoutknowingitorexplicitlygivena[...]

ReadmoreNote(s):Finland;October24toDecember4,2022;1,000respondents;18yearsandolder;amongconsumerswhopurchasedanygoodsorservicesviatheinternetinthepast12monthsSource(s):EuropeanCommission;IpsosCHAPTER

04NorwayDigitaladvertisingspendinginNorwayfrom2020to2022(inbillioneuros)DigitaladspendinNorway2020-20222.01.791.741.81.61.41.21.00.80.60.40.20.01.3120202021202227Description:In2022,digitaladvertisingspendinginNorwaystoodat1.74billioneuros.Thisconstitutesadecreaseofthreepercentcomparedtothefigureof1.79billionreportedayearearlier.

ReadmoreNote(s):Norway;2020to2022Source(s):IABEuropeShareofdigitalinadvertisingspendinginNorwayfrom2020to2022DigitalshareofadspendinNorway2020-202260%52%51%48%50%40%30%20%10%0%20202021202228Description:In2022,digitaladsaccountedfor51percentofthetotaladvertisingspendinginNorway.Ayearearlier,theshareamountedto52percent.Thisconstitutesanannualdecreaseofonepercentagepoint.

ReadmoreNote(s):Norway;2020to2022Source(s):IRM;OnlineadvertisingspendinginNorwayfrom2017to2022,bysegment(inbillionNOK)OnlineadspendinNorway2017-2022,bytypeGoogle/FacebookOnlinenewspapers14121082.692.411.821.741.65.34201861.459.979.247.16.34.25202017201920202021202229Description:InNorway,onlineadvertisingexpenditureamountedtoabout12.66billionNorwegiankronerin2022.WelloverthreequartersofthisvaluewasspentonGoogleandFacebook.Digitalnewspaperadvertisingspendingwasroughly2.69billionkronerthatyear.Allinall,onlineadrevenuesteadilyincreasedinthepresentedperiod.ReadmoreNote(s):Norway;2014to2022;basedonannualreportsandestimatesSource(s):IRM;MediebedriftenesLandsforening;NorwegianMediaAuthorityProgrammaticadvertisingspendinginNorwayfrom2017to2026(inmillionU.S.dollars)ProgrammaticadspendinNorway2017-20262,0001,8001,6001,4001,2001,870.91,780.51,675.851,562.841,426.911,295.07982.45964.861,0008006004002000899.51715.42201720182019202020212022*2023*2024*2025*2026*30Description:In2021,programmaticadvertisingspendinginNorwaystoodat1.3billionU.S.dollars.Itwasprojectedtoincreaseto1.87billionby2026.ReadmoreNote(s):2017to2021;*Forecast.ReadmoreSource(s):NumberofinternetusersinNorwayfrom2019to2028(inmillions)InternetusersinNorway2019-202865.495.425.355.275.195.115.024.954.784.81543210201920202021202220232024202520262027202831Description:ThenumberofinternetusersinNorwaywasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+7.83percent).Aftertheninthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach5.49millionusersandthereforeanewpeakin2028.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Norway;2019to2028;numberofpeopleinthecountryusingtheinternet;*Forecasteddata.Source:basedonITUandnationalstatisticaloffices.ReadmoreSource(s):AttitudestowardsonlineadvertisinginNorwayasofMarch2023AttitudestowardsonlineadvertisinginNorway2023Shareofrespondents0%5%10%15%20%25%30%29%35%40%45%44%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn35%Iuseadblockerswhenbrowsingtheinternet23%Idon'tmindwhencompaniesusemypersonaldataforadvertisingIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamexcitedaboutusingthemetaverse(immersivevirtualworld)IoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove12%12%8%8%13%32Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostNorwegianrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.44percentdidsoinouronlinesurveyin2023.

ReadmoreNote(s):Norway;JanuarytoMay2023;1032respondents;18-64yearsSource(s):ConsumerInsightsOnlineadvertisingpracticesexperiencedbyconsumersfromNorwayasofDecember2022OnlineadvertisingpracticesexperiencedbyNorwegianconsumers2022Shareofrespondents0%

10%20%30%40%50%60%70%80%77%...haveexperiencedadsthatappearedtohavebeentailoredtothempersonally...haveexperiencedhiddenadsplacedwithinsearchresults72%...haveexperiencedconsumerreviewsthatdidnotappeargenuine71%...haveexperiencedsocialmediainfluencerswhoappearedtohavebeenpaidtopromotecertainproductsbutdidnotsaythisclearly48%47%...haveexperiencedunclearexplanationsontheuseofpersonaldata33Description:Duringa2022survey,77percentofrespondingconsumersfromNorwaystatedthattheyhadexperiencedadsthatappearedtohavebeentailoredtothempersonally.Almostthree-quarters(or72percent)ofrespondentssawhiddenadsplacedwithinsearchresults.ReadmoreNote(s):Norway;October24toDecember4,2022;1,000respondents;18yearsandolderSource(s):EuropeanCommission;IpsosConsumerconcernsabouttargetedadvertisinginNorwayasofDecember2022ConsumerconcernsabouttargetedadsinNorway2022Shareofrespondents0%

10%20%30%40%50%60%70%67%80%78%Yourpersonaldatacouldbeusedforotherpurposesand/oryoudon'tknowwithwhomitmightbesharedYouronlinedataiscollected/aprofileismadeaboutyouwithoutyouknowingitorexplicitlygivenachancetoagreeCookiesareinstalledonyourcomputerYoucannot'opt-out'/refuse53%43%Itnegativelyaffectsyourtrustine-commerceYoucannotdistinguishbetweeninformationandadvertisingNoconcernsaboutonlinetargetedadvertising43%34%7%34Description:Duringa2022survey,78percentofrespondingconsumersfromNorwaystatedthatthefactthattheirpersonaldatacouldbeusedforotherpurposesand/ortheydidnotknowwithwhomitmightbesharedwasaveryimportantconcernoftheirsregardingonlinetargetedadvertising.Inthemeantime,slightlymorethantwo-thirds(or67percent)ofrespondentsexpressedconcernsregardingtheironlinedatacollectedoraprofilemadeaboutthemwithoutknowingitorexplicitlygivena[...]

ReadmoreNote(s):Norway;October24toDecember4,2022;1,000respondents;18yearsandolder;amongconsumerswhopurchasedanygoodsorservicesviatheinternetinthepast12monthsSource(s):EuropeanCommission;IpsosCHAPTER

05SwedenOnlineadvertisingspendinginSwedenfrom2015to2022(inbillionSEK)OnlineadvertisingspendinginSweden2015-202276.015.8765432105.365.294.874.774.53.852015201620172018201920202021202236Description:In2022,6.01billionSwedishkronorwereinvestedinadvertisinginSweden.Onlinemadeapproximately41percentofthetotalof14.6billionkronorSwedishspentonadvertisingthatyearintheNordiccountry.ReadmoreNote(s):Sweden;2015to2022;onlyspendingofmembercompaniesofSverigesMediebyråer;includesonlinedisplay,onlinevideo,socialmedia,andsearchSource(s):Resumé;SverigesMediebyråerShareofdigitalinadvertisingspendinginSwedenfrom2015to2022DigitalshareofadspendinSweden2015-202245%41.64%41.2%38.72%40%35%30%25%20%15%10%5%35.13%33.93%34.05%32.5%29.5%0%2015201620172018201920202021202237Description:In2022,digital(display,video,socialmedia,aswellassearch)made41.2percentoftotaladvertisingspendinginSweden.Ayearearlier,itstoodat41.64percent,whichsignifiesadecreaseof0.44percentagepoints.

ReadmoreNote(s):Sweden;2015to2022;onlyspendingofmembercompaniesofSverigesMediebyråer;includesonlinedisplay,onlinevideo,socialmedia,andsearchSource(s):Resumé;SverigesMediebyråerDigitaladvertisingspendinginSwedenin2022,byformat(inbillionSEK)DigitaladspendinSweden2022,byformat2.52.092.01.631.521.51.00.770.50.0DisplayVideoSocialmediaSearch38Description:In2022,digitaladvertisingspendinginSwedenstoodatroughlysixbillionSwedishkronor.Displaywasthelargestformat,accountingfor2.09billionkronor,followedbyvideowith1.63billionandsocialmediawith1.52billion.Searchwastheleastinvested-informat,havingattracted771millionkronor.ReadmoreNote(s):Sweden;2022Source(s):Resumé;SverigesMediebyråerProgrammaticadvertisingspendinginSwedenfrom2017to2026(inmillionU.S.dollars)ProgrammaticadspendinSweden2017-20265.04.54.03.53.02.52.04.54.143.763.42.972.582.041.791.721.411.51.00.50.0201720182019202020212022*2023*2024*2025*2026*39Description:In2021,programmaticadvertisingspendinginSwedenstoodat2.58billionU.S.dollars.By2026,itisexpectedtoincreaseto4.5billion.ReadmoreNote(s):Sweden;2017to2021;*Forecast.ReadmoreSource(s):NumberofinternetusersinSwedenfrom2019to2028(inmillions)InternetusersinSweden2019-20281210.1110.019.899.789.651089.529.389.239.18.986420201920202021202220232024202520262027202840Description:ThenumberofinternetusersinSwedenwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.6millionusers(+6.3percent).Aftertheninthconsecutiveincreasingyear,thenumberofusersisestimatedtoreach10.11millionusersandthereforeanewpeakin2028.Notably,thenumberofinternetusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Sweden;2019to2028;numberofpeopleinthecountryusingtheinternet;*Forecasteddata.Source:basedonITUandnationalstatisticaloffices.ReadmoreSource(s):AttitudestowardsonlineadvertisinginSwedenasofJune2023AttitudestowardsonlineadvertisinginSweden2023Shareofrespondents0%10%20%30%40%50%48%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn40%38%Iuseadblockerswhenbrowsingtheinternet25%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIdon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentIamexcitedaboutusingthemetaverse(immersivevirtualworld)Noneoftheabove18