The online segment in the CEE in 2024

In 2024, digital and online advertising continued to dominate the Central and Eastern European media markets, confirming the long-term shift away from traditional channels. While growth rates varied depending on local market maturity, the overall trajectory was clear: digital channels gained share across the region, supported by mobile-first consumption, social media platforms, and increasingly sophisticated programmatic solutions.

The overall digital spending reached 7,23 billion EUR and makes up 57% of the regional advertising pie. Its average share decreased to 38% from last year’s 40%, simply due to the fact that this year we included two new markets in our yearly review: Albania and Montenegro, where television is still by far the dominant segment, and digital has the lowest shares in the region. However, as usual, online was one of the segments showing the strongest growth, 13% with 853 million EUR more spent here than the previous year.

The Czech Republic illustrated this trend with strong growth in performance and programmatic advertising. Social platforms such as TikTok and Instagram secured larger shares of budgets, especially for campaigns targeting younger demographics, while retail media expanded quickly through e-commerce players like Alza and Mall. Hungary also posted strong results, with digital channels accounting for 55% of total media spend. Global platforms grew by 12.1%, while local digital players rose by a more modest 6.5%, supported by high internet penetration, heavy mobile usage, and a booming influencer market that expanded by 34%.

In Poland, the online segment captured a 57% market share, with video emerging as the key growth driver. In-stream formats on social platforms expanded by 28.6%, while long-form BVOD, AVOD, and SVOD grew by nearly 17%. The shift came partly at the expense of linear TV, whose share declined slightly, and was reinforced by the integration of influencer marketing and AI-supported personalization into campaign planning.

Romania and Ukraine also reinforced the digital-first dynamic. In Romania, digital advertising captured more than 22% of the market, growing 16% year on year, with mobile devices representing over 80% of internet access. Ukraine maintained digital’s leading role, with online media accounting for 75% of total ad spend. Here, Google and Meta dominated, reflecting advertisers’ reliance on global platforms for performance-driven campaigns.

Smaller markets showed similar but distinct dynamics. In Albania, local display represented about 15% of ad spend, complementing the still TV-heavy landscape. Montenegro saw increased traction in programmatic buying via Adform, DV360, and Eskimi, alongside innovation such as DION, a new programmatic DOOH solution. The Baltics highlighted the region’s diversity: Lithuania led with 56% of total ad spend online, while Estonia and Latvia maintained stronger local ecosystems but gradually expanded their digital presence.

Serbia reported online advertising at 40% of the total market, rising steadily at the expense of traditional channels. Slovenia recorded a further shift in budgets toward programmatic and digital formats, while Slovakia also experienced steady digital growth paired with declining linear TV consumption. Across the region, print continued its decline, while online gained strength through social media, video-on-demand, and mobile-first strategies.

Several key trends defined the online segment in 2024. Digital channels remained either the largest or second-largest advertising medium in most markets. Video formats – including  in-stream, social, and on-demand – drove much of the growth, supported by rising mobile penetration. Global platforms such as Google, Meta, TikTok, and YouTube absorbed the majority of spend, though local publishers experimented with private programmatic deals to capture a share. Influencer marketing consolidated its position, becoming a mainstream component of digital strategies, while AI tools for optimization, personalization, and content strategy began moving from hype into practical use.