Advertising - Ukraine | Statista Market Forecast

Ad spending in the Advertising market in Ukraine is forecasted to reach US$683.60m in 2024.
The largest market is Search Advertising with a market volume of US$316.60m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market in Ukraine, 84% of total ad spending is projected to come from digital advertising by 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$8.35 in 2024.
Additionally, Advertising market of the 87% revenue in Ukraine will be generated through programmatic advertising by 2030.
Ukraine's advertising market is experiencing a shift towards digital platforms, with a growing emphasis on targeted online campaigns to reach specific audiences.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Ukraine has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Ukrainian consumers have shown a growing preference for digital advertising channels, such as social media, online videos, and mobile advertising. This shift can be attributed to the increasing internet penetration rate in the country, as well as the rising popularity of smartphones among the population. Additionally, consumers are becoming more receptive to personalized and targeted advertising messages, which has led to an increase in programmatic advertising and data-driven marketing strategies.

Trends in the market: One of the key trends in the Ukrainian advertising market is the growth of influencer marketing. Influencers, particularly those on social media platforms like Instagram and YouTube, have gained significant popularity among Ukrainian consumers. Brands are leveraging the reach and influence of these individuals to promote their products and services, tapping into their large and engaged follower base. This trend is expected to continue as influencer marketing proves to be an effective way to reach and engage with the target audience. Another trend in the Ukrainian advertising market is the increasing focus on native advertising. Native ads seamlessly blend with the content of the platform they appear on, providing a non-disruptive and engaging experience for consumers. This form of advertising has gained traction in Ukraine as it allows brands to deliver their message in a more subtle and integrated manner, avoiding ad-blockers and ad fatigue.

Local special circumstances: The ongoing political and economic instability in Ukraine has had a significant impact on the advertising market. Advertisers have had to navigate through challenging circumstances, such as fluctuating exchange rates, inflation, and changing consumer behaviors. However, despite these challenges, the advertising industry has shown resilience and adaptability, finding new ways to reach and engage with consumers.

Underlying macroeconomic factors: The Ukrainian economy has been gradually recovering from the economic crisis of 2014-2015, which had a negative impact on the advertising market. As the economy stabilizes and consumer confidence improves, businesses are investing more in advertising to promote their products and services. Additionally, the government's efforts to attract foreign direct investment and stimulate economic growth have created opportunities for international brands to enter the Ukrainian market, further driving the growth of the advertising industry. In conclusion, the Advertising market in Ukraine is developing in response to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising channels, the rise of influencer marketing, and the focus on native advertising are shaping the industry landscape. Despite the challenges posed by political and economic instability, the advertising market in Ukraine is showing resilience and growth potential.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.