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In 2024, digital ad spending in Central and Eastern Europe (CEE) was estimated at over 14 billion U.S. dollars. The segment’s revenue decreased in 2022, but it was forecast to grow steadily in the years until 2029.

Digital advertising market share in CEE

The internet is the largest advertising medium in CEE, with a share of over 50 percent. Ukraine has the highest digital advertising share in the region, at almost 80 percent in 2024. In contrast, within Serbia’s ad expenditure, online ads occupied 45 percent.

Leading digital advertising markets in CEE

In 2022, Czechia, Poland, and Ukraine had the highest spending on online ads in the CEE region. Advertisers across Czechia invested nearly 2.2 billion euros in digital advertising in that year. The fastest-growing markets were Croatia and Czechia, where the expenditure on online ads grew by over 20 percent relative to the previous year.

Digital advertising spending in Central and Eastern Europe (CEE) from 2017 to 2029 (in billion U.S. dollars)

Characteristic	Ad spend in billion U.S. dollars
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Supplementary notes

All figures are estimates.

The following countries are included: Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czechia, Estonia, Hungary, Latvia, Lithuania, Moldova, Montenegro, North Macedonia, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, and Ukraine.

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