In 2021, online ad spending in Central and Eastern Europe (CEE) and selected Central Asian countries amounted to approximately 9.5 billion U.S. dollars. The segment’s revenue has steadily increased since 2000 when it stood at 10 million U.S. dollars. According to a forecast from June 2022, the figure was expected to fall by 29 percent in 2022. In 2024, it was forecast to reach over 7.8 billion U.S. dollars.
Digital advertising market share in CEE
Online advertising occupied nearly 49 percent of the total ad budget in CEE, which was measured at around 19.6 billion U.S. dollars in 2021. To compare, in the previous year, the market share was close to 44 percent. Czechia had the highest digital advertising share in the region (without considering Turkey), at over 61 percent in 2020. In contrast, within Bulgaria’s ad expenditure, ads on the internet occupied only 10 percent.
* Forecast.
Figures refer to advertising expenditure at current prices.
The source included the following countries: Armenia, Azerbaijan, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czechia, Estonia, Georgia, Hungary, Kazakhstan, Latvia, Lithuania, Moldova, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, and Ukraine.
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Zenith. (June 8, 2022). Digital advertising spending in Central and Eastern Europe (CEE) and selected Central Asian countries from 2000 to 2024 (in million U.S. dollars) [Graph]. In Statista. Retrieved September 19, 2024, from https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/
Zenith. "Digital advertising spending in Central and Eastern Europe (CEE) and selected Central Asian countries from 2000 to 2024 (in million U.S. dollars)." Chart. June 8, 2022. Statista. Accessed September 19, 2024. https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/
Zenith. (2022). Digital advertising spending in Central and Eastern Europe (CEE) and selected Central Asian countries from 2000 to 2024 (in million U.S. dollars). Statista. Statista Inc.. Accessed: September 19, 2024. https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/
Zenith. "Digital Advertising Spending in Central and Eastern Europe (Cee) and Selected Central Asian Countries from 2000 to 2024 (in Million U.S. Dollars)." Statista, Statista Inc., 8 Jun 2022, https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/
Zenith, Digital advertising spending in Central and Eastern Europe (CEE) and selected Central Asian countries from 2000 to 2024 (in million U.S. dollars) Statista, https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/ (last visited September 19, 2024)
Digital advertising spending in Central and Eastern Europe (CEE) and selected Central Asian countries from 2000 to 2024 (in million U.S. dollars) [Graph], Zenith, June 8, 2022. [Online]. Available: https://www.statista.com/statistics/237963/online-advertising-spending-in-eastern-europe/