March 15 (SeeNews) - Investment in online media advertising expenditure (AdEx) in Croatia is expected to increase by 12% in 2023, following last year's rise of 21%, a research by the local unit of digital business industry association IAB showed.
Croatia’s digital advertising market was estimated at 110 million euro ($116 million) in 2022, IAB Croatia said in a statement on Tuesday.
Display advertisement accounted for the lion’s share, 41% of the total value of the online media advertising expenditure last year, followed by advertisement on social networks with 30% and advertisement on search engines with 20%.
It is expected that the same channels will keep their domination in 2023, and a significant increase of 63% is expected in investments in influencers. The annual growth rate of investments in content marketing in 2023 is expected at 41%.
In terms of advertising on social media in Croatia, the share of Facebook rose to 58.6% in 2022 from 54% a year earlier, while Instagram held a 37.5% share, followed by Linkedin with 1.5% and Snapchat with 1.2%.
($=0.947 euro)