According to IAB Europe, digital advertising investments in the European market have increased by 9.8% to a total value of EUR 86 billion, with display advertising already accounting for half of the total market value of digital advetising investments. In the Adriatic region, Croatia recorded a 20.3% increase in digital advertising investment last year and Serbia 15.4%. In 2022, display advertising in Europe grew by an average of 9.7%, with Croatia growing by 26.5% and Serbia by 15.7%.

Digital advertising investment in Europe grew by 9.8% in 2022

IAB Europe reports that digital advertising spend in Europe increased by 9.8% last year, reaching a remarkable EUR 86 billion market value.

In Croatia, the AdEx 2022 survey recorded an average growth of 20.3% in digital advertising investments, which already amount to EUR 132 million, according to IAB Europe. In Serbia, digital advertising spend grew by 15.4%, reaching EUR 81 million.

Display advertising increases its share of the digital advertising pie

Display advertising, one of the dominant forms of digital advertising, saw growth of 9.7% in Europe in 2022, with 26.5% growth in Croatia and 15.7% in Serbia.

“According to IAB forecasts, display advertising is expected to accelerate further this year. There are several reasons for this, the most important of which are long-term effectiveness, measurability, brand safety and many advanced targeting options using corporate and brand first-party data. All of this allows advertisers to better leverage their digital advertising investments and effectively implement ad campaigns aimed at brand building and consolidation, which is a key to long-term marketing success. Volatile times require thoughtful investments and display advertising is an investment that supports the brand and sales in the long term,” said Leon Brenčič, Client Service Director at iPROM, as he commented on research findings.