In 2022, spending in online advertising reached almost CZK 57 billion, up 18% year-on-year. This is the sum of list and net prices. In absolute terms, display advertising (+23%) and search advertising (+9%) contributed the most to the growth. In terms of how advertising space was traded, programmatic display ad buying grew by 35%. The expectation for 2023 is a 7% growth in online advertising investment at CZK 60.8 billion. The data comes from the Internet Advertising Performance Survey conducted by Median for the Internet Development Association (SPIR).
SPIR said on Monday that it has methodically adjusted the advertising investment research and recalculated the overall online performance to list prices from 2021. It calculated that, based on list prices, last year's cumulative volume was CZK 117.7 billion, confirming online advertising's position as the strongest media type. However, performance for other media types is not publicly known in the 2022 list prices. This is also noted by SPIR, but it adds that, "If we go by historical time series, the Internet undoubtedly leads the large advertising space in gross prices greater than 100 billion CZK for 2022," the official SPIR announcement states.
The basic trends of online advertising development in 2022:
- Full-screen (display) advertising accounts for the largest share of ad spending (CZK 40 billion in combined prices).
- The second most used form of advertising is search advertising, in which advertisers invested CZK 15.6 billion in real prices.
- Long-term growth is clearly visible in display and search advertising. All parts of display advertising grew, but video advertising grew the most.
- Video advertising accounted for 28% of total display advertising (CZK 11 billion), grew by 29% year-on-year and is estimated to grow by 13% this year.
- Native advertising accounted for a 10% share (CZK 4 billion), grew by 12% year-on-year and is estimated to grow by 10% this year.
- Mobile display advertising (ads on mobile devices and ads targeted to mobile devices) accounted for 44% of total display advertising (CZK 17.7 billion), grew 21% year-on-year and is forecast to grow by 11% this year.
- Programmatically traded advertising, which refers to space on content advertising networks and RTB sales methods, together accounted for 71% of all display advertising (C$28.5 billion) and grew 35% year-on-year. The estimate for this year is a growth of 11%.
“It is positive to see that even in a time of global economic recession, the internet is thriving as an advertising channel. It is also logical, because the online environment offers the most accurate targeting of advertising campaigns, immediate possibility of their optimization and real-time overview of the effectiveness of the spent funds,” commented Michal Hanák, Chairman of the Executive Board of SPIR.
Further information is available on the SPIR Advertising Performance Research 2022 website.
Source: mediaguru.cz
