In 2022, two Central and Eastern European (CEE) countries achieved an over 20-percent growth rate in digital advertising spending. These were Croatia and Czechia. Ukraine was the only country in the region reporting a decrease in digital ad spending.
How does digital advertising in CEE perform compared to other channels?
The internet was the leading advertising channel across the CEE region, with a spending of over 9.5 billion U.S. dollars in 2021. It was followed by television, which had the largest expenditure until 2019. Spending on digital advertising was approximately eight times higher than that of out-of-home (OOH) ads. Over the course of 2021, online ads saw a 33-percent increase in spending year-over-year, which was the second-highest growth rate among other channels. To compare, out-of-home (OOH) advertising budgets rose by 23.5 percent.
Digital advertising growth around the world
On average worldwide, expenditure on online advertising grew by 31.9 percent in 2021, up from 13.4 percent in the previous year. The internet was the only channel that saw an increase in spending in 2020 when the COVID-19 pandemic started. Media budgets on traditional formats, such as TV, outdoor, cinema, and press advertising, declined that year. Globally, the fastest-growing digital advertising market was Peru, with an expenditure growth of 20 percent in 2023.
Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country
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IAB Europe. (May 23, 2023). Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/
IAB Europe. "Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country." Chart. May 23, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/
IAB Europe. (2023). Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/
IAB Europe. "Growth in Digital Advertising Spending in Central and Eastern Europe (Cee) in 2022, by Country." Statista, Statista Inc., 23 May 2023, https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/
IAB Europe, Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country Statista, https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/ (last visited July 22, 2024)
Growth in digital advertising spending in Central and Eastern Europe (CEE) in 2022, by country [Graph], IAB Europe, May 23, 2023. [Online]. Available: https://www.statista.com/statistics/1123812/cee-digital-ad-spend-growth/