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Online media AdEx in Croatia to rise 12% in 2023 - research

Mar 15, 2023, 5:18:46 PMArticle by Annie Tsoneva
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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.

Online media AdEx in Croatia to rise 12% in 2023 - research
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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)

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