IAB Ukraine conducted the first wave of interactive advertising market volume research using its own methodology, which involves three consecutive stages and cross-checking of data provided by agencies, publishers and researchers.
This approach allows us to estimate those budgets that cannot be verified with the help of publishers: Facebook, Instagram, Youtube, etc.
We express our sincere gratitude to our information partner MixDigital!
“The digital advertising industry demonstrates a confident adaptation of the industry to operating under martial law from November-December last year. Thanks to high adaptability and a certain relocation of budgets between media, the industry is able to bring budgets in hryvnias to the level of 2021 by the end of this autumn. Without a doubt, the contribution of global players (Google, META) to the dynamics of the industry is significant, both at the expense of system advertisers and at the expense of the long tail of medium and small businesses. STV, which has been included in the digital market for at least the last 3 years, is taken out of the total volume of Internet advertising as a separate line in this study, which will allow to record the dynamics of the direction’s development from next year. The assessment of the size of the paid search market is pessimistic. Starting from the current assessment, we also add to the document assessments of the SMM, IM and SEO segments and will gradually form a complete picture of the market twice a year, adding current trends. The current methodology does not evaluate the category of classifieds and lead generation, which, according to the expert assessment of IAB Ukraine, should add at least 10% to the market volume”, commented Anastasiya Baydachenko, CEO of IAB Ukraine
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