Social Media Advertising - Eastern Europe

In Eastern Europe, ad spending in the Social Media Advertising market market is projected to reach US$2.37bn in 2024.
This ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 14.50%, leading to a projected market volume of US$5.33bn by 2030.
In a global context, the majority of ad spending will be generated China, with a figure of US$84.65bn in 2024.
Within the Social Media Advertising market market, it is estimated that 66% of total ad spending will be generated through mobile by 2030.
Additionally, the number of users in the Social Media Advertising market market in Eastern Europe is expected to reach 217.9m users by 2030.
Social media advertising in Poland is experiencing rapid growth as brands increasingly leverage targeted campaigns to engage a digitally-savvy consumer base.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Eastern Europe is experiencing rapid growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Europe are shifting towards digital platforms, with a growing number of people using social media for communication, entertainment, and information. As a result, advertisers are increasingly targeting these platforms to reach their target audience. Additionally, customers in Eastern Europe are becoming more receptive to personalized and targeted advertising, which social media platforms can provide. Trends in the market include the rise of influencer marketing, where brands collaborate with popular social media influencers to promote their products or services. This trend is particularly prevalent in Eastern Europe, where influencers have a strong presence and influence on social media platforms. Another trend is the increasing use of video content in social media advertising. As video consumption continues to rise, advertisers are leveraging this medium to engage with their audience and convey their message effectively. Local special circumstances in Eastern Europe also contribute to the development of the Social Media Advertising market. One such circumstance is the relatively low cost of advertising on social media platforms compared to traditional media channels. This affordability makes social media advertising an attractive option for businesses, especially small and medium-sized enterprises with limited marketing budgets. Additionally, the high internet penetration rate in Eastern Europe provides a vast audience for advertisers to target, further driving the growth of the market. Underlying macroeconomic factors, such as the increasing GDP and disposable income in Eastern Europe, also play a role in the growth of the Social Media Advertising market. As the economy improves, businesses have more resources to invest in advertising and marketing activities, including social media advertising. Furthermore, the growing middle class in Eastern Europe presents a lucrative market for advertisers, as this demographic has higher purchasing power and is more likely to engage with social media platforms. In conclusion, the Social Media Advertising market in Eastern Europe is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As more people in Eastern Europe embrace social media and digital platforms, advertisers are capitalizing on this trend to reach their target audience effectively. The rise of influencer marketing and video content, coupled with the affordability of social media advertising and the growing middle class, are driving the growth and development of the market in Eastern Europe.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.