In-App Advertising - Eastern Europe

Eastern Europe

Highlights

Ad spending in Eastern Europe's In-App Advertising market is forecasted to reach US$2.11bn in 2024.
The sector is expected to exhibit an annual growth rate (CAGR 2024-2030) of 7.41%, leading to a projected market volume of US$3.24bn by 2030.
The average ad spending per mobile internet user in the In-App Advertising market is expected to be US$10.19 in 2024.
When compared globally, China is anticipated to have the highest ad spending, amounting to US$132.80bn in 2024.
In Eastern Europe, Poland is experiencing a surge in In-App Advertising investments, reflecting a growing digital market presence and consumer engagement.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Eastern Europe has been experiencing significant growth in recent years.

Customer preferences: Customers in Eastern Europe have shown a growing preference for mobile apps, leading to an increased demand for in-app advertising. With the rise in smartphone penetration and mobile internet usage in the region, consumers are spending more time on their mobile devices and engaging with apps for various purposes, including social media, entertainment, and shopping. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Eastern Europe is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the growing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant ads to users in real-time. Another trend in the market is the integration of native advertising within mobile apps. Native ads are designed to blend seamlessly with the app's content, providing a non-disruptive and engaging user experience. This type of advertising has gained popularity among advertisers in Eastern Europe as it allows them to deliver their message in a more subtle and natural way, increasing the chances of user engagement and conversion.

Local special circumstances: Eastern Europe has a diverse market landscape with different languages, cultures, and consumer behaviors. Advertisers in this region need to consider these local special circumstances when planning their in-app advertising campaigns. Localization plays a crucial role in ensuring the effectiveness and relevance of ads to the target audience. Advertisers need to adapt their creatives, messaging, and targeting strategies to resonate with the local culture and preferences.

Underlying macroeconomic factors: The growth of the In-App Advertising market in Eastern Europe is also influenced by underlying macroeconomic factors. The region has seen steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has contributed to the growth of the digital advertising industry as advertisers have more budget to allocate to in-app advertising campaigns. Furthermore, the availability of affordable smartphones and mobile data plans has made mobile devices more accessible to a larger population in Eastern Europe. This has resulted in an increase in mobile internet usage and app downloads, creating a larger user base for in-app advertising. In conclusion, the In-App Advertising market in Eastern Europe is developing rapidly due to the growing customer preference for mobile apps, the adoption of programmatic advertising, the integration of native advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in this region need to understand the unique characteristics of the market and tailor their strategies accordingly to effectively reach and engage with their target audience.

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. 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, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

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.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.