Advertising - Eastern Europe | Statista Market Forecast

Ad spending in Eastern Europe is forecasted to reach US$13.17bn in 2024.
The largest market in Eastern Europe is TV & Video Advertising with a market volume of US$4.05bn in 2024.
When compared globally, the United States will generate the most ad spending, reaching US$425.90bn in 2024.
Within the Advertising market in Eastern Europe, 69% of total ad spending will come from digital advertising in 2030.
The average ad spending per capita in the TV & Video Advertising market is expected to be US$17.01 in 2024.
Moreover, in the Advertising market in Eastern Europe, Advertising market of the 88% revenue will be generated through programmatic advertising in 2030.
In Eastern Europe, Poland is witnessing a surge in digital advertising investments, reflecting a shift towards online platforms for targeted marketing strategies.

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 Eastern Europe has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Europe have shifted towards digital advertising, with consumers increasingly relying on the internet and mobile devices for information and entertainment. This has led to a surge in online advertising, as companies seek to reach their target audience through websites, social media platforms, and mobile apps. Additionally, there is a growing demand for personalized and interactive advertising experiences, with consumers expecting relevant and engaging content. As a result, advertisers are investing in technologies such as artificial intelligence and data analytics to deliver targeted advertisements that resonate with their audience. Trends in the market indicate a strong focus on video advertising in Eastern Europe. With the rise of video streaming platforms and the popularity of online video content, advertisers are capitalizing on this trend by creating compelling video ads that capture the attention of viewers. Furthermore, influencer marketing has gained traction in the region, as social media influencers are seen as trusted sources of information and have a significant impact on consumer purchasing decisions. Advertisers are collaborating with influencers to promote their products or services, leveraging their large and engaged follower base. Local special circumstances also play a role in shaping the Advertising market in Eastern Europe. The region has a diverse cultural landscape, with each country having its own unique characteristics and preferences. Advertisers need to tailor their campaigns to local tastes and sensibilities, taking into consideration language, cultural references, and historical context. Additionally, Eastern Europe has a growing middle class, which presents opportunities for advertisers to target this demographic with aspirational and lifestyle-focused advertisements. Underlying macroeconomic factors contribute to the development of the Advertising market in Eastern Europe. The region has experienced steady economic growth in recent years, leading to increased consumer spending power. As a result, companies are investing more in advertising to capture a larger share of the consumer market. Furthermore, Eastern Europe has seen a rise in foreign direct investment, which has attracted multinational companies looking to expand their presence in the region. These companies bring with them their advertising budgets and expertise, further fueling the growth of the Advertising market. In conclusion, the Advertising market in Eastern Europe is evolving to meet the changing customer preferences, driven by the shift towards digital advertising and the demand for personalized and interactive experiences. Video advertising and influencer marketing are emerging trends in the region, while local special circumstances and underlying macroeconomic factors contribute to the market's development. As Eastern Europe continues to experience economic growth and attract foreign investment, the Advertising market is expected to further expand in the coming years.

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.