Search Advertising - Eastern Europe

Eastern Europe

Highlights

The Search Advertising market in Eastern Europe is anticipated to reach US$3.71bn in 2024.
It is expected to experience a compound annual growth rate (CAGR 2024-2030) of 7.54%, leading to a projected market size of US$5.75bn by 2030.
When compared globally, the United States is forecasted to lead in ad spending with US$137.00bn in 2024.
By 2030, 31% of the total ad spending in the Search Advertising market will be attributed to mobile.
The estimated average ad spending per internet user in the Search Advertising market is set to be US$17.18 in 2024.
In Eastern Europe, Poland is experiencing a surge in search advertising investment, driven by the growing digital marketing opportunities in the region.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Customers in Eastern Europe are increasingly relying on search engines to find information, products, and services. With the rise of internet penetration and smartphone usage in the region, more people are turning to search engines as their primary source of information. This shift in consumer behavior has led to a growing demand for search advertising.

Trends in the market: One of the key trends in the Search Advertising market in Eastern Europe is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making the process more efficient and cost-effective. This trend is driven by the need for advertisers to reach their target audience more effectively and optimize their advertising budgets. Another trend in the market is the growing importance of mobile search advertising. With the increasing use of smartphones in Eastern Europe, mobile search has become a significant channel for advertisers to reach their target audience. Advertisers are investing more in mobile search advertising to ensure their ads are visible to consumers who are using their smartphones to search for products and services.

Local special circumstances: Eastern Europe is a diverse region with different languages and cultures. This diversity presents challenges for advertisers who want to target specific markets within the region. Advertisers need to consider local language preferences and cultural nuances to create effective search advertising campaigns. Localization of ad content and targeting specific keywords are crucial for success in the Eastern European market.

Underlying macroeconomic factors: The economic growth in Eastern Europe is driving the development of the Search Advertising market. As countries in the region experience economic growth, businesses are investing more in advertising to capture the growing consumer demand. This increased investment in advertising is fueling the growth of the Search Advertising market in Eastern Europe. Furthermore, the increasing internet penetration and smartphone usage in Eastern Europe are also contributing to the growth of the Search Advertising market. As more people have access to the internet and use smartphones, the potential audience for search advertising is expanding. Advertisers are recognizing this opportunity and allocating more resources to search advertising to reach this growing audience. In conclusion, the Search Advertising market in Eastern Europe is developing rapidly due to changing customer preferences, such as increased reliance on search engines, as well as the adoption of programmatic advertising and the growing importance of mobile search advertising. Advertisers in the region need to consider local language preferences and cultural nuances to create effective search advertising campaigns. The economic growth and increasing internet penetration and smartphone usage in Eastern Europe are also driving the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.