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.

At the DIGGIT 2025 conference, the project integrating reinforcement learning into the Ljubljana Airport FLY advertising platform – developed by Fraport Slovenia and iPROM – won the Grand Prize for Digital Efficiency and the Gold Prize in the Data Use in Digital Advertising category. The project received these awards based on its measurable business results, innovative use of artificial intelligence, and consistent, long-term data strategy.

The virtual AI ambassador for the new Peugeot 2008 has received international recognition for its innovation in combining advanced artificial intelligence with modern marketing approaches. The project won the prestigious global Peugeot Awards 2024 for its pioneering use of AI in marketing and was shortlisted in two categories – Automotive and AI in Communication – for the European Excellence Awards 2024, which honor excellence in communication and marketing.

In the digital realm, companies like Peugeot, IKEA, L’Oréal and Klarna are increasingly using generative artificial intelligence (AI) to create innovative solutions and improve user experiences. These conversational systems and virtual assistants offer personalised advice, support purchase decisions and boost customer service efficiency. Peugeot’s Digital Ambassador for the 2008 model, IKEA’s Creative for home design, L’Oréal’s Beauty Assistant and Klarna’s Financial Advisor demonstrate how AI drives the creation of more interactive and personalised user journeys.

According to IAB Europe, the European digital advertising market grew by 11.1 percent in 2023, reaching €96.9 billion. This represents a significant increase compared to other international markets. In Serbia, AdEx recorded a 27.6 percent growth in digital advertising investments, while Croatia saw a 17.2 percent increase. The share of display advertising in the European digital advertising market continues to grow, with nearly a 13 percent annual increase. In Serbia, annual growth exceeded 26.8 percent, while in Croatia it reached 20.3 percent.

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%.

iPROM won first place in the Application of Advanced Technology category at the 2022 WEBSI Web Champions Awards for its Ljubljana Airport Fly technology solution, developed for Fraport Slovenia, the operator of Ljubljana airport.

In cooperation with iPROM, Fraport Slovenia’s Customer-Personalized »Destinations from Ljubljana Airport« campaign won the Grand Prize awarded by the DIGGIT expert jury in the category of digital advertisements.

Are you a Google Ads specialist and refuse to be scared by big data? Are you interested in different advertising and analytics tools and platforms? Do you want to work with globally recognized brands on digital campaigns? iPROM is looking for a Search Engine Marketing Specialist to join its team and help develop successful digital strategies for our clients.

As we accelerate our solution development and expand into international markets, iPROM is looking for a JavaScript developer who will work on the upgrade to one of the most advanced Ad-Tech platforms in the Adriatic region in the field of iPROM Yield solutions.