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Digital ad budgets in Central and Eastern Europe will grow 23% to $4.55 billion this year, or 3.9% of the total spent on paid digital media worldwide, new figures from eMarketer show. This relatively low spending level will help boost the region to the second-highest growth rate in the world this year, behind only the Middle East and Africa, with a further 16% increase in digital ad spending projected for 2014.
Russia will account for nearly half of that spending. Digital outlays in Russia will continue to grow at or near the regional average, eMarketer estimates, keeping its share of the total relatively steady at 44% to 45%. Overall growth will be about twice as fast in Central and Eastern Europe compared with Western Europe, where digital ad markets are more mature and base spending levels are higher.
The total media picture for Central and Eastern Europe is similar. Russia will grow its share of the total from 43.6% this year to 48.9% by 2017, as overall growth rates for the region drop from 8% in 2013 to 5.8% by the end of the forecast period. Again, growth in these less developed markets will be stronger than that in Western Europe.
With $22.67 billion in total media ad spending this year, Central and Eastern Europe will account for 4.4% of all ad spending worldwide—a figure that will rise only slightly to 4.8% by the end of eMarketer’s forecast period. This year, growth of 8% in total media spending in Central and Eastern Europe will be the fastest of any region in the world, and nearly triple the worldwide average growth rate.
eMarketer bases its estimates of ad spending in Central and Eastern Europe on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; estimates from other research firms; and consumer media consumption trends.
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