Largest country in region will grow its share of ad spending
Russia, a massive emerging market with a rising internet user base, will continue to grow its already dominant share of mobile, digital and total media ad spending in Eastern Europe, according to eMarketer’s estimates for ad spending through 2016.
Marketers in Eastern Europe allocated $21.4 billion in total media advertising in 2012. This is expected to rise to $28.3 billion by 2016. Russia accounted for $9.2 billion of Eastern Europe’s total media ad spending in 2012, or 43%. By the end of the forecast period, Russia will account for nearly half of all ad expenditures in the region.
Russia is driving Eastern Europe’s overall growth, as Western Europe’s economic turmoil has affected Russia less than other countries in the region. At 15%, eMarketer estimates Russia experienced faster growth than the overall region in 2012. Russia’s total media ad spending will record double-digit increases yearly through 2015.
But while Russia is formidable within the region, Eastern Europe is the second-lowest ad spender overall of any region in the world, ahead of only the Middle East and Africa. And though Eastern European ad spending growth will be above the worldwide average for the foreseeable future, it will remain a relatively small player in terms of dollars spent.
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