Digital Banner Advertising - Eastern Europe

Eastern Europe

Highlights

Ad spending in the Digital Banner Advertising market in Eastern Europe is forecasted to reach US$1.72bn in 2024.
The market is anticipated to experience an annual growth rate (CAGR 2024-2030) of 5.49%, leading to a projected market volume of US$2.37bn by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$67.12bn in 2024).
The average ad spending per internet user in the Digital Banner Advertising market is projected to be US$7.95 in 2024.
By 2030, 57% of the total ad spending in the market will come from mobile.
In Eastern Europe, Poland is experiencing a surge in programmatic buying for Digital Banner Advertising, reflecting a shift towards data-driven marketing strategies.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Banner Advertising market in Eastern Europe is experiencing significant growth and development.

Customer preferences: Customers in Eastern Europe are increasingly turning to digital platforms for advertising their products and services. This shift can be attributed to the growing internet penetration and the rising popularity of online shopping. Additionally, customers are becoming more tech-savvy and are seeking innovative and interactive advertising solutions. As a result, digital banner advertising is becoming a preferred choice for businesses in the region.

Trends in the market: One of the key trends in the Digital Banner Advertising market in Eastern Europe is the increasing adoption of programmatic advertising. Programmatic advertising allows businesses to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is driven by the need for targeted advertising and the availability of advanced data analytics tools. Programmatic advertising enables businesses to reach their desired audience with personalized messages, resulting in higher engagement and conversion rates. Another trend in the market is the growing importance of mobile advertising. With the widespread use of smartphones in Eastern Europe, businesses are focusing on mobile advertising to reach their target audience. Mobile banner ads are designed specifically for mobile devices, ensuring optimal viewing experience and engagement. This trend is driven by the increasing mobile internet usage and the convenience of reaching customers on-the-go.

Local special circumstances: Eastern Europe is a diverse region with varying levels of economic development and internet penetration. While some countries in the region have high internet penetration rates and advanced digital infrastructure, others are still catching up. This diversity presents both challenges and opportunities for the Digital Banner Advertising market. Businesses need to tailor their advertising strategies to the local market conditions and consider factors such as language, cultural preferences, and internet accessibility.

Underlying macroeconomic factors: The growth of the Digital Banner Advertising market in Eastern Europe is also influenced by macroeconomic factors. The region has been experiencing steady economic growth, which has led to increased consumer spending and business investments. This economic growth has created a favorable environment for businesses to invest in advertising and marketing activities, including digital banner advertising. Additionally, the region's favorable business environment and government support for digital innovation have attracted foreign investments, further fueling the growth of the market. In conclusion, the Digital Banner Advertising market in Eastern Europe is witnessing significant growth and development. This can be attributed to customer preferences for digital advertising, including programmatic and mobile advertising. The market is also influenced by local special circumstances, such as varying levels of internet penetration and economic development. Overall, the growth of the market is supported by underlying macroeconomic factors, including steady economic growth and favorable business environment.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital banner advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital banner advertising on websites accessed via desktop PCs, on mobile-enabled websites, in apps, or on social media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

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.