10 years of the advertising industry in Central and Eastern Europe – Media leaders

This year is the 10th anniversary of the media market reports published by we_can, first in our publication the CANnual Report, now on our we_know platform. To celebrate this occasion, we have asked our partner agency leaders to share their experiences on the changes in the advertising and media markets of the CEE region since 2014. In this first part of our article series, media directors and experts share their insights on the most significant developments of the past decade.

We went digital

Digital transformation such as programmatic advertising, AI, and analytics has played a crucial role in the growth and adaptation of agencies across CEE over the past decade. In the Baltics, it expanded service offerings, including programmatic and influencer marketing, while streamlining internal processes through automation and cloud-based tools, fostering a culture of continuous learning. According to Eduard Krečmar, Co-Owner of CAN.Media, the Czech market faced challenges in adapting to new digital platforms, but this shift pushed agencies to rethink content delivery and collaborate across generational divides. Automation improved operations, freeing teams for strategic tasks, while fostering agility and a culture of continuous learning. Overall, this transformation has enabled agencies to improve efficiency, targeting, and client relationships, ensuring they stay competitive in a rapidly evolving market.

Codeword for the future: data

Over the past decade, data and analytics have become integral to decision-making in advertising. In the Baltics, data availability and literacy have transformed agency operations, with automation becoming the next step to improve efficiency, says Anita Kolesnikova, Media Director at Intense Media Baltic. In the Czech Republic, agencies have pushed media owners to improve measurement, combining critical thinking with data to inform strategies. According to Vladan Anđelković, Executive Director at New Moment, Serbia has seen real-time data enable swift campaign adjustments, with deeper audience insights driving creative strategies. In the whole region, data evolved from performance measurement to the core of media strategies, with advanced segmentation and first-party data enhancing personalization and client satisfaction. Looking forward, data will continue to shape the future of advertising.

The bright and dark side of media fragmentation

Media channel fragmentation in Central Eastern Europe has brought both challenges and opportunities. Regionally, it has enabled precise audience targeting but increased complexity in media planning and the integration of diverse channels.

Across the Baltics, Anita Kolesnikova says reaching defined audience segments has improved, but managing numerous channels complicates campaigns and client buy-in. Eduard Krečmar reports his experience that shifting perceptions of channel value create constant adaptation and confusion. Hungary’s digital channel fragmentation shifted planning from integrated to specialized efforts, needing collaboration for quality strategies, explained Márta Hornai, Director of Media Services at Café Communications. Challenges include difficulty in finding talent with holistic media knowledge, as described in Serbia, risking narrow strategies and data overload. Sanja Dovch, Media Planner at Direct Media Slovenia highlights the need for tailored channel strategies and intensive tracking.

Fragmentation on the other hand allows precise targeting and personalization. Eduard Krečmar, notes simplification and deeper brand understanding and data use for impactful strategies, and the creative opportunities emerging from diverse platforms, fostering multi-channel engagement and niche audience reach.

Measuring media

Over the past decade, media effectiveness measurement has evolved with a stronger emphasis on digital media and more advanced, real-time tools, offering granular, real-time data and sophisticated attribution models. Key developments include advanced attribution models, cross-channel integration, and AI, benefiting both digital and traditional media. Eduard Krečmar noted that the abundance of metrics from digital media led to complexity, there’s a trend back toward simplicity, with econometrics and impression value being prioritized. Martin Koprek, Media Director of Croatian Ascanius Media pointed out the challenge smaller advertisers face with insufficient cross-channel data, often relying on Google and Meta.

Turbulent region

Political events have always had varied impacts on media markets across CEE countries. In the Baltics, the war between Russia and Ukraine had the most significant effect, leading to the banning of Russian TV channels and a loss of TV audiences, especially in Latvia. In contrast, Croatia’s media market has remained largely unaffected by politics, with well-regulated spending and little influence from government scandals. Serbia saw political instability which led to media polarization, influencing media plans based on political affiliations rather than performance data. This created challenges for advertisers, requiring careful navigation of media bias and increased scrutiny of media spending. Similarly in Hungary, where balancing media placements during election years is key, ensuring quality ad environments while navigating government spending.

The most innovative media campaigns

Martin Koprek mentions some highlights, including a 100% DOOH outdoor campaign in 2017, the pioneering use of DAB+ in radio in 2023, and a 2024 partnership with a DOOH provider to develop new ad locations targeting underserved micro areas. These moves addressed the challenge of maintaining effectiveness in dynamic markets. In Hungary, a significant shift came with precision marketing, as explained by Márta Hornai, steering an FMCG client to utilize consumer data for personalized messaging. This data-driven approach underlined a trend across CEE for strategies that balance innovation and measurable impact.