MOSCOW: Driven by rapid growth in Russia, adspend in the Central and Eastern Europe (CEE) region is forecast to reach almost $23bn this year, according to the latest projections from eMarketer.
Also identifying significant increases for spending on digital, the online market research firm's Global Media Intelligence Report – compiled in partnership with Starcom MediaVest Group, the media agency network – estimated that the region's total media ad spending will rise 8% to $22.67bn in 2013, up from $20.63bn in 2008.
Russia is expected to report year on year growth of 13% for all-media adspend.
Meanwhile, digital spending in the CEE region as a whole is expected to rise 23% to $4.55bn this year, but Russia will account for 44.1% of the total and its share is expected to grow further to 45.3% by 2017.
Mobile internet ad spending is also witnessing robust growth with Russia dominant in this sector, too. The nation's 38.3% share of regional mobile spending is worth $62.1m out of a total regional spend of $162.4m, which equates to growth of 130% since 2012.
The mobile market is expected to grow to $822.3m in 2017, up from $609.1m in 2016 and $423m in 2015.
In all, 173.6m people use social networks, up from 71.6m in 2008, and mobile phone users account for 77.2% of the region's population, compared to 66.9% in 2009.
Data sourced from eMarketer; additional content by Warc staff