Social Media Advertising - Ukraine

In Ukraine, ad spending in the Social Media Advertising market market is projected to reach US$187.80m in 2024.
This ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 26.35%, leading to a projected market volume of US$764.00m by 2030.
In a global context, the majority of ad spending will originate from China, which is expected to generate US$84.65bn in 2024.
Within the Social Media Advertising market market, it is estimated that 70% of total ad spending in Ukraine will be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market market in Ukraine is expected to reach 35.9m users by 2030.
In Ukraine, the surge in social media engagement has prompted brands to increasingly allocate budgets towards targeted advertising campaigns on platforms like Facebook and Instagram.

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 Ukraine is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Ukraine are shifting towards digital platforms, with a growing number of people spending more time on social media. This trend is fueled by the increasing availability of affordable smartphones and internet connectivity. As a result, advertisers are recognizing the potential of social media advertising to reach a wider audience and engage with customers in a more personalized and interactive manner. Trends in the market indicate that social media advertising in Ukraine is becoming more targeted and data-driven. Advertisers are leveraging advanced analytics and algorithms to segment their audience and deliver highly relevant and personalized advertisements. This trend is driven by the increasing availability of user data and the ability to track and measure the effectiveness of advertising campaigns. Additionally, there is a growing emphasis on influencer marketing, with brands partnering with popular social media personalities to promote their products and services. Local special circumstances in Ukraine, such as the high internet penetration rate and the popularity of social media platforms, contribute to the growth of the social media advertising market. Ukraine has one of the highest internet penetration rates in Eastern Europe, with a large percentage of the population actively using social media platforms like Facebook, Instagram, and YouTube. This provides advertisers with a vast audience and opportunities to engage with customers on these platforms. Furthermore, the relatively low cost of advertising on social media compared to traditional media channels makes it an attractive option for businesses, particularly small and medium-sized enterprises (SMEs) with limited marketing budgets. Underlying macroeconomic factors also play a role in the development of the social media advertising market in Ukraine. The country's economic stability and growing middle class contribute to increased consumer spending and demand for products and services. This creates opportunities for advertisers to target and influence consumer behavior through social media advertising. Additionally, the ongoing digital transformation in Ukraine, driven by government initiatives and investments in technology infrastructure, further supports the growth of the social media advertising market. In conclusion, the Social Media Advertising market in Ukraine is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of social media advertising to reach a wider audience and engage with customers in a more personalized and interactive manner. With the increasing availability of user data, advanced analytics, and influencer marketing, the social media advertising market in Ukraine is expected to continue its upward trajectory.

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.