Advertising - Czechia | Statista Market Forecast

Ad spending in the Advertising market in Czechia is forecasted to reach US$2.61bn in 2024.
The largest market is Search Advertising with a market volume of US$791.60m in 2024.
When compared globally, the United States leads in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market, 73% of total ad spending is expected to come from digital sources in 2030.
The average ad spending per capita in the Search Advertising market is projected to be US$75.37 in 2024.
Furthermore, within the Advertising market, Advertising market of the 81% revenue will be generated through programmatic advertising in 2030.
In Czechia, the Advertising market is seeing a surge in digital ad spending, with a focus on targeted online campaigns to reach specific audiences effectively.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Czechia is experiencing significant growth and development in recent years.

Customer preferences: Customers in Czechia have shown a strong preference for digital advertising channels. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online, which has led to a shift in advertising budgets towards digital platforms. Social media advertising, search engine marketing, and online video advertising are becoming increasingly popular among advertisers in Czechia. This shift is driven by the ability of digital advertising to target specific audiences, track campaign performance, and provide real-time feedback.

Trends in the market: One of the key trends in the advertising market in Czechia is the increasing demand for programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more effectively and efficiently. This trend is driven by the growing availability of data and the advancement of technology, which has made it easier for advertisers to target specific demographics and optimize their advertising campaigns. Another trend in the market is the rise of influencer marketing. Influencer marketing involves partnering with popular social media personalities or content creators to promote products or services. This form of advertising has gained popularity in Czechia as influencers are seen as trustworthy and relatable by consumers. Advertisers are leveraging the reach and influence of these individuals to increase brand awareness and drive sales.

Local special circumstances: Czechia has a highly competitive advertising market with a large number of advertising agencies and media companies. This competition has led to innovation and creativity in advertising campaigns, as companies strive to stand out and capture the attention of consumers. Advertisers in Czechia are constantly exploring new and unique ways to engage their target audience, including interactive ads, experiential marketing, and immersive brand experiences.

Underlying macroeconomic factors: The growth of the advertising market in Czechia is also influenced by favorable macroeconomic factors. The country has experienced steady economic growth in recent years, which has increased consumer spending power and created a favorable environment for advertising. Additionally, Czechia has a high internet penetration rate and a young population that is highly active on social media, creating a large and engaged audience for digital advertising. In conclusion, the Advertising market in Czechia is witnessing significant growth and development, driven by customer preferences for digital advertising channels, such as social media and online video. The market is also characterized by the increasing use of programmatic advertising and influencer marketing. The highly competitive nature of the market has led to innovative and creative advertising campaigns, while favorable macroeconomic factors, such as economic growth and high internet penetration, have created a conducive environment for advertising.

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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.