The European digital advertising market reached €118.9 billion in 2024, up 16 percent from 2023. Notable countries with above-average growth are Croatia, which achieved a growth rate of 14.3%, and Serbia, which, with a 24.8% increase, making it one of the fastest-growing markets. Display advertising remains a key segment in both markets. In Europe, the value of display advertising exceeded €33 billion in 2024, marking an 18.2 percent growth. In Croatia, display advertising recorded a growth rate of 13.2%, while Serbia matched the European rate with an 18.2% increase.
Display Advertising Maintains a Central Role
Display advertising remains a key driver of digital advertising growth. In Europe, this segment surpassed €15 billion and recorded an 18.4% increase. In Croatia, display advertising grew by 13.2% to €73 million, while in Serbia it grew by 18.2%, reaching €40 million. Video formats outside social media also play a significant role, already accounting for more than 50% of display investments in several European countries. In Croatia, this share stands at 39%, and in Serbia at 31%.
Programmatic Advertising Gains Strength in the Region
In Europe, programmatic advertising grew by 18.4%, reaching a total value of €15.4 billion. The segment is also experiencing strong growth across the region – in Serbia and Croatia, it increased by 20% and 17% respectively. The data confirms that automated media buying is becoming a standard even in markets with smaller advertising volumes, as advertisers increasingly prioritise accuracy, efficiency and measurable outcomes.
Trends: Video, Retail Media and Multichannel Strategies
Alongside the continued growth of video advertising across both display and social media, the report highlights the rapid rise of retail media solutions. This refers to advertising within retailers’ digital ecosystems, which has already surpassed €10 billion in Europe with a growth rate of 22.2%. In Croatia and Serbia, this segment is still gaining momentum, but initial investments are already taking off.