Retail Platform Advertising - Serbia

In Serbia, ad spending in the Retail Platform Advertising market market is projected to reach US$19.30m in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 13.54%, leading to a projected market volume of US$41.35m by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Serbia is anticipated to amount to US$9.70 in 2024.
In a global context, the largest share of ad spending will be generated the United States, with an expected amount of US$57.63bn in 2024.
In Serbia, the retail platform advertising market is increasingly embracing digital transformation, with brands focusing on personalized consumer engagement to enhance their competitive edge.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Serbia is witnessing steady growth, influenced by factors like the increasing use of e-commerce, heightened consumer engagement with online platforms, and the effectiveness of targeted advertising strategies.

Customer preferences: Consumers in Serbia are increasingly gravitating towards personalized shopping experiences, prompting a rise in targeted advertising on retail platforms. The integration of local cultural elements in marketing strategies appeals to diverse demographic groups, enhancing engagement. Additionally, the growing trend of sustainability influences purchasing decisions, with consumers favoring brands that prioritize eco-friendly practices. As digital literacy improves, shoppers are more inclined to explore online reviews and recommendations, further shaping their preferences in the retail advertising landscape.

Trends in the market: In Serbia, the Retail Platform Advertising Market is experiencing a surge in personalized marketing strategies, as brands leverage data analytics to deliver tailored advertisements to consumers. The incorporation of local cultural motifs in campaigns not only attracts diverse demographic segments but also fosters a sense of community connection. Concurrently, the emphasis on sustainability is reshaping consumer preferences, with eco-conscious brands gaining competitive advantage. As digital competencies rise, shoppers increasingly rely on online reviews, prompting retailers to enhance their reputations through transparent practices, ultimately influencing advertising approaches and customer engagement strategies.

Local special circumstances: In Serbia, the Retail Platform Advertising Market is shaped by a blend of historical influences and modern consumer behavior. The country’s rich cultural heritage encourages brands to incorporate local traditions into their advertisements, enhancing appeal across various demographic groups. Moreover, Serbia's unique geographic position fosters a diverse consumer base, driving demand for localized content. Regulatory frameworks emphasizing data protection further compel retailers to adopt ethical marketing practices, ultimately cultivating trust and loyalty among consumers, which significantly influences advertising strategies and market dynamics.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Serbia is significantly influenced by macroeconomic factors, including consumer spending trends, inflation rates, and digital transformation. As the national economy shows signs of recovery, increased disposable income encourages consumer engagement with retail platforms, driving advertising demand. Additionally, global economic trends, such as the rise of e-commerce and mobile shopping, compel brands to enhance their online presence. Fiscal policies promoting digital investment and innovation also bolster the market, enabling retailers to adopt advanced advertising technologies. Together, these factors create a dynamic environment that shapes advertising strategies and optimizes market performance.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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.