Digital

The digital advertising segment in Central and Eastern Europe (CEE) has seen a boom in recent years, driven by increasing internet penetration, smartphone usage, and the rapid expansion of social media platforms. As more consumers shift their attention online, digital advertising has become a key channel for brands to reach diverse audiences.

Programmatic advertising has become a cornerstone of the digital landscape in CEE. International platforms like Google and Facebook dominate the programmatic market, channelling most of the digital advertising spending out of the region.

Another significant development is the rise of social media advertising. Platforms such as Facebook, Instagram, TikTok are hugely popular in CEE, providing brands with direct access to engaged user bases. Video content, especially through platforms like YouTube and TikTok, has become increasingly important for advertisers looking to connect with younger audiences.

The e-commerce boom in the region has also fueled the growth of digital advertising. With consumers increasingly shopping online, brands are investing in SEM, display ads, and social commerce to drive conversions. The rise of influencers, particularly on Instagram and YouTube, has created new opportunities for influencer marketing, where brands collaborate with local personalities to reach niche audiences.

In addition, the shift toward mobile-first strategies reflects the growing importance of smartphones in everyday life. Mobile advertising, including in-app ads and mobile video, is now a major focus for advertisers in the region, as mobile devices become the primary way people access the internet.