Source: eKapija | Thursday, 26.05.2016.| 08:34
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20 mil EUR spent on digital advertising in 2015 – 33.3 mil EUR on advertising on social networks

The digital advertising market in Serbia made a growth of 11.2% relative to the last year and is now 20.01 mil EUR worth, with video advertising being the absolute winner, making a growth of the incredible 128%, shows the AdEx research for 2015 presented at the sixth annual conference Digital Day organized by IAB Serbia.

When it comes to mobile advertising, a growth of 43% was made and is now worth 1.81 mil EUR, while the video advertising rose by 128% relative to 2014 – making it clear that this format is slowly taking over the primacy and that there are increasingly more advertisers who are choosing the video option.

(Photo: Stokkete/
Regarding advertising on social networks, almost 3.3 mil EUR was invested in this type of advertising, which made a growth of 4.4% relative to the last year. The largest part of the budget was indeed used for Facebook advertising (2.75 mil EUR), whereas far less money was spent on Twitter and LinkedIn.

Far smaller investments were recorded by affiliate marketing (145,000 EUR), integrated content (185,000 EUR), newsletter advertising (20,000 EUR), whereas 150,000 went to native advertising in 2015, Netokracija informs.

As well, only 3% of display advertising came from programmatic media buying. The AdEx research showed that the market had kept a two-digit rate of growth, but also that it was important to continue with the investments and education, so that interactive advertising would be able to keep up with the latest trends which are already shaping the industry in large part, but also our everyday life.

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