IAB Croatia, a community of leading digital experts in Croatia, has presented the Croatian estimate of investments in online advertising for the fourth year, the IAB Online Media Advertising Expenditure (AdEx), a long-awaited industry estimate. This extensive research has continued with globally validated methods and experts, providing the Croatian market for the fourth time with valuable data based on research from a professional and independent organization focused on the development of digital and interactive marketing, gathering key market players while following IAB’s methodology.
– A robust analysis of advertising expenditure, as conducted by IAB Croatia, is crucial for the sustainable growth of the entire ecosystem. Reliable data enable informed decision-making and represent a strong foundation for future investments and strategies. This has never been more important for digital advertising than today, in a time of economic uncertainty and structural changes, from the application of artificial intelligence to the rise of new media channels, which open better opportunities for those who have the right information – stated Daniel Knapp, Chief Economist of IAB Europe, a key organization dealing with digital advertising internationally, also the creator of Online AdEx for all European markets.
Continuation of the upward trajectory
The Croatian online media advertising market, according to the IAB Online Media AdEx research, is continuously growing, in line with global trends. In 2024, its value is estimated to exceed 155 million euros, surpassing previous forecasts, representing a growth of 16.4% compared to 2023. A growth of 12 percent is estimated for 2025, positioning the domestic online sector as an increasingly important player on the European map.
– The growth of online advertising confirms how quickly the media market landscape is changing. Key drivers are mobile, video content, and social networks, which are increasingly taking on the role of leading communication channels with users. Particularly interesting is the growth of TikTok, which confirms that advertisers are seeking ever more interactive and engaging formats. In this dynamic environment, brands that test and learn will benefit the most – stated Vjekoslav Srednoselec (dentsu Croatia), a member of the working group for IAB Croatia Online Media AdEx.
Display and social networks equalized
In the total amount, display advertising (static, animated, and video formats) traditionally occupies the largest share at 36.7 percent, slightly down from the previous 38 percent, followed by social media advertising at 34.6 percent, which is slightly up from last year’s 33 percent share. Search engine advertising holds a 17.3 percent share of the total investment, while influencer marketing accounts for 5.6 percent of the total investment. These channels are expected to continue to dominate in 2025, with an anticipated continued increase in investment in social networks in 2024 – predicting their equalization with the display share percentage.
Mobile devices and video continuously dominant
As much as 44 percent of display investment relates to video formats, which are continuously on the rise and are estimated to reach nearly 50 percent by 2025. A significant 64 percent of display advertising is purchased programmatically. Expectedly, mobile advertising continues to grow slowly compared to desktop, making up a high 81 percent of display advertising in 2024. The majority of video advertising occurs on mobile devices (85%), while 15 percent of video advertising is shown to desktop users.
