Digital Video Advertising - Eastern Europe

Ad spending in the Digital Video Advertising market in Eastern Europe is forecasted to reach US$1.42bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 5.90%, leading to a projected market volume of US$2.00bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
In Eastern Europe's Digital Video Advertising market, 79% of total ad spending will come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Eastern Europe is projected to be US$6.55 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Eastern Europe is estimated to reach US$184.90m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 7.43%, resulting in a projected market volume of US$284.40m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Eastern Europe is projected to reach US$703.60m in 2024, with an anticipated annual growth rate (CAGR 2024-2030) of 8.52%, leading to a projected market volume of US$1.15bn by 2030.
In Eastern Europe, Poland is witnessing a surge in programmatic buying for Digital Video Advertising, reshaping the advertising landscape.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Eastern Europe is experiencing significant growth and development. Customer preferences in Eastern Europe are shifting towards digital video advertising due to several factors. Firstly, there is a growing trend of consumers spending more time online, particularly on mobile devices. This has led to an increase in the consumption of digital video content, creating a larger audience for advertisers to target. Additionally, consumers in Eastern Europe are becoming more receptive to digital advertising and are willing to engage with interactive and personalized video ads. Trends in the market show that advertisers in Eastern Europe are increasingly investing in programmatic advertising. Programmatic advertising allows for more targeted and efficient ad placements, ensuring that ads are delivered to the right audience at the right time. This trend is driven by the availability of advanced data analytics and targeting capabilities, which enable advertisers to optimize their campaigns and achieve higher ROI. Furthermore, the use of programmatic advertising also allows for real-time bidding, enabling advertisers to reach their target audience in a more cost-effective manner. Local special circumstances in Eastern Europe also contribute to the development of the digital video advertising market. The region has a large and diverse population, with different languages, cultures, and consumer behaviors. This presents both challenges and opportunities for advertisers, as they need to tailor their video ads to resonate with the local audience. Advertisers that can effectively adapt their messaging and creative content to the local market are more likely to succeed in engaging consumers and driving conversions. Underlying macroeconomic factors are also playing a role in the growth of the digital video advertising market in Eastern Europe. The region has seen steady economic growth in recent years, leading to increased consumer spending power. This has created a more favorable environment for advertisers, as consumers have more disposable income to spend on products and services advertised through digital video. Additionally, the increasing penetration of smartphones and internet connectivity in Eastern Europe has further fueled the growth of the digital video advertising market, as more consumers have access to online content and are able to view video ads. In conclusion, the Digital Video Advertising market in Eastern Europe is developing rapidly due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are recognizing the potential of digital video advertising and are investing in programmatic advertising to reach their target audience more effectively. With the continued growth of the digital economy and increasing consumer engagement with online video content, the market is expected to expand further in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

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.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.