Digital Video Advertising - Ukraine

Ad spending in the Digital Video Advertising market in Ukraine is forecasted to reach US$46.53m in 2024.
The expected annual growth rate (CAGR 2024-2030) of 7.09% is likely to lead to a market volume of US$70.18m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue is anticipated to be generated in Ukraine.
In the Digital Video Advertising market of Ukraine, 62% of total ad spending is predicted to be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market of Ukraine is projected to be US$1.25 in 2024.
Connected TV ad spending in the Digital Video Advertising market of Ukraine is expected to reach US$3.26m in 2024, with an annual growth rate (CAGR 2024-2030) of 8.38%, resulting in a market volume of US$5.28m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market of Ukraine is projected to reach US$22.50m in 2024, with an annual growth rate (CAGR 2024-2030) of 11.01%, leading to a market volume of US$42.11m by 2030.
Ukraine's Digital Video Advertising market is rapidly growing, driven by increasing internet penetration and a shift towards online content consumption.

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 Ukraine has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms, leading to an increased demand for video advertising. This trend is driven by several factors, including the rising popularity of online video consumption, the proliferation of mobile devices, and the increasing availability of high-speed internet connections.

Customer preferences: Ukrainian consumers are increasingly turning to digital platforms for entertainment and information. Online video consumption has seen a significant surge, with more people watching videos on platforms such as YouTube, social media, and streaming services. This shift in consumer behavior has created a prime opportunity for advertisers to reach their target audience through digital video advertising.

Trends in the market: The Digital Video Advertising market in Ukraine is witnessing several key trends. Firstly, there is a growing demand for personalized and targeted advertising. Advertisers are leveraging data analytics and audience segmentation to deliver tailored video ads to specific consumer groups. This approach allows for more effective and engaging advertising campaigns. Secondly, mobile video advertising is gaining traction in Ukraine. With the increasing penetration of smartphones and the availability of affordable mobile data plans, more people are accessing video content on their mobile devices. Advertisers are capitalizing on this trend by creating mobile-friendly video ads that are optimized for smaller screens and shorter attention spans. Thirdly, programmatic advertising is on the rise in Ukraine. Programmatic advertising uses algorithms and real-time bidding to automate the buying and selling of ad inventory. This technology allows for more efficient and targeted ad placements, resulting in higher ROI for advertisers. The adoption of programmatic advertising in Ukraine is driven by the need for cost-effective and data-driven advertising solutions.

Local special circumstances: Ukraine has a large and growing population of internet users, making it an attractive market for digital video advertising. However, there are some unique challenges and circumstances that advertisers must consider. The country's political and economic situation has had an impact on consumer spending power, leading advertisers to focus on cost-effective advertising solutions. Additionally, the Ukrainian language is predominantly spoken in the country, necessitating the creation of localized video ads to effectively reach the target audience.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market in Ukraine is also influenced by macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has resulted in a larger advertising budget for businesses, allowing them to invest more in digital video advertising. Furthermore, the government's efforts to improve internet infrastructure and expand access to high-speed internet have played a crucial role in driving the growth of the digital advertising market. In conclusion, the Digital Video Advertising market in Ukraine is experiencing significant growth due to changing customer preferences, including the increased consumption of online video content. Advertisers are capitalizing on this trend by leveraging personalized and targeted advertising, mobile video advertising, and programmatic advertising. Local special circumstances, such as the need for localized content and cost-effective advertising solutions, must be considered. The underlying macroeconomic factors, including economic growth and improved internet infrastructure, are also driving the development of the market.

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.