The Internet Advertising Bureau (IAB) has positioned Eastern European countries such as Belarus, Turkey and Russia within the top ten European markets for online advertising growth. According to a report by IAB, in 2014 there were more than 100 million internet users across Europe with an average of one user per household. The main opportunities for brands and marketers in Eastern Europe for 2016 are expected to focus on; increasing education in programmatic technology to boost return on investment; personalisation of data to build closer relationships with customers; increasing mobile-first campaigns for identifying consumers across different devices; and enhancing video and social media advertising to reach new and wider audiences with ad campaigns.
The Internet Advertising Bureau (IAB) has positioned Eastern European countries such as Belarus, Turkey and Russia within the top ten European markets for online advertising growth. Eastern Europe saw an almost 14% increase in online advertising spending in 2014, making it a rapidly expanding market for digital advertising. The main opportunities for brands and marketers in Eastern Europe for 2016 are expected to focus on; increasing education in programmatic technology to boost return on investment; personalisation of data to build closer relationships with customers; increasing mobile-first campaigns for identifying consumers across different devices; and enhancing video and social media advertising to reach new and wider audiences with ad campaigns.