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Russia Leads Ad Growth in Central and Eastern Europe

New report highlights the state of media usage and ad spending in the region

Continued economic sluggishness in the eurozone has resonated and been felt especially strongly in Central and Eastern Europe—where media usage and ad spending continue to grow robustly, though not as fast as previously expected—according to the latest edition of eMarketer’s Global Media Intelligence Report, produced in collaboration with Starcom MediaVest Group.

eMarketer estimates total media ad spending will still be up 8.0% this year in Central and Eastern Europe, with Russia leading the way with 13.0% growth projected. eMarketer’s forecast for worldwide ad spending anticipates even faster growth for Russia on the digital ad spending front, with a 24.0% increase expected this year.

Digital spending in the rest of Central and Eastern Europe will rise by a slightly slower 22.2% this year, with regional growth averaging 23.0% and digital spending reaching $4.55 billion this year. Russia alone will account for 44.1% of that total, and its faster-than-average growth will help the country grow its share of total digital ad spending in the region to 45.3% by 2017.

Mobile internet ad spending, meanwhile, will reach $162.4 million in Central and Eastern Europe this year, up 130.0% from 2012 spending levels—a growth rate that is the same in Russia as the rest of the region. On the mobile front, Russia accounts for a smaller 38.3% of regional mobile spending.

Mobile internet ad spending growth rates are expected to taper quickly over the next several years, with growth at 35.0% for the region in 2017, and 40.0% for Russia that same year.

Key figures on Central and Eastern Europe media usage and spending from the report include:

  • Internet users: 233 million in 2013, up from 142.5 million in 2008.
  • Mobile phone users: 77.2% of the population, compared to just 66.9% in 2009.
  • Smartphone users: 125.7 million in 2013, compared to 16.4 million in 2009.
  • Social network users: 173.6 million in 2013, up from 71.6 million in 2008.
  • Total ad spending: $22.67 billion in 2013, up from $20.63 billion in 2008.
  • Digital ad spending: $4.55 billion—just 3.9% of total digital ad spending globally.
  • Mobile ad spending: $162 million—or 1% of mobile ad spending globally.

The Global Media Intelligence report is eMarketer’s largest and most comprehensive snapshot of the state of media usage and spending globally. The report contains more than 700 charts collected from over 150 global research sources, which SMG helped identify and gather for local and core global markets, in addition to benchmarks, analysis and context provided by eMarketer.

eMarketer Corporate Subscribers can access the full report here.

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