IAB Croatia, the community of leading digital experts in Croatia, presented for the fourth year its estimate of online advertising investment – IAB’s Online Media Advertising Expenditure (AdEx) – a long-anticipated industry assessment. This comprehensive research once again applied globally validated methods and experts, providing the Croatian market for the fourth time with valuable insights based on professional and independent research focused on the development of digital and interactive marketing. The research follows IAB methodology and brings together key players on the market.
“A robust analysis of advertising spend, such as the one conducted by IAB Croatia, is crucial for the sustainable growth of the entire ecosystem. Reliable data enables informed decision-making and forms a strong foundation for future investments and strategies. This has never been more important for digital advertising than it is today, in times of economic uncertainty and structural changes – from the application of artificial intelligence to the rise of new media channels – which open greater opportunities for those with the right information,” said Daniel Knapp, Chief Economist at IAB Europe, the key international organization for digital advertising and creator of the Online AdEx for all European markets.
Upward Growth Continues
The Croatian online media advertising market is continuously growing, in line with global trends, according to the IAB Online Media AdEx study. In 2024, its value is estimated at over €155 million, exceeding earlier forecasts and marking a 16.4% increase compared to 2023. A 12% growth is projected for 2025, strengthening the position of Croatia’s online sector as a key player on the European map.
“The growth of online advertising highlights how quickly the media landscape is changing. Key drivers are mobile, video content, and social media, which are increasingly becoming leading channels of user communication. Particularly notable is the rise of TikTok, showing that advertisers are seeking more interactive and engaging formats. In this dynamic environment, brands that experiment and learn will benefit the most,” said Vjekoslav Srednoselec (dentsu Croatia), member of the IAB Croatia Online Media AdEx working group.
Display and Social Media Advertising Almost Equal
Display advertising (static, animated, and video formats) accounts for the largest share of total online ad investment at 36.7%, slightly down from 38% in previous years. Social media advertising follows closely with a 34.6% share, up from 33% last year. Search engine advertising holds a 17.3% share, while influencer marketing accounts for 5.6%. These channels are expected to continue to dominate in 2025, with further growth in social media investment anticipated in 2024 – potentially equaling display share.
Mobile and Video Remain Dominant
A notable 44% of display investment goes into video formats, which remain on a steady upward trajectory and are projected to reach nearly 50% by 2025. As much as 64% of display advertising is purchased programmatically. Predictably, mobile advertising continues its gradual rise over desktop, accounting for a high 81% of display ad spending in 2024. Most video advertising takes place on mobile devices (85%), while only 15% is displayed on desktop.
Facebook and Instagram Still Lead, TikTok on the Rise
In the realm of social media advertising, Meta Inc. maintains a stronghold: Facebook held a 51.5% share in 2024, although it continues to decline slightly in favor of Instagram, which saw a gradual rise to 43.5%. Other platforms, including TikTok (2%), Snapchat (1.5%), and LinkedIn (0.4%), collectively make up 5% of social media advertising. TikTok is expected to grow to 8% in 2025, while Facebook may drop by 5%, and Instagram is expected to retain its share. Global platforms also dominate video advertising, with 53% of investment going to YouTube and 29% to Facebook.
The Classifieds category – referring to user-generated ad listings and part of IAB standards – is not shown in this report but is included in separate research that estimates its 2024 value at an additional €16 million, the same as in 2023.
“The insights provided by IAB Croatia’s Online Media AdEx are extremely valuable because, in times of global change, they enable better investment planning and clearer positioning within the European context. For the fourth year, we have been systematically researching the domestic market, building a reliable data foundation crucial for the industry’s long-term development,” said Rajna Cuculić (GroupM), a board member of HURA and IAB Croatia.
Methodology
The data collection and analysis were conducted by the IAB Croatia Online Media AdEx working group, composed of Vjekoslav Srednoselec (dentsu Croatia), Saša Milinović (OMD), Boris Zatezalo (Aleph), Marijan Mihić (Advans Adria), and Matej Sever (Ipsos). The working group defined the IAB Online Media AdEx based on net advertising estimates by segment provided by IAB Croatia members – especially those with relevant local market insights – public data sources, and expert input from the group. The months-long project was further supported by Ipsos, an independent market research agency that contributed to the synthesis and analysis of the collected data. The research results contribute to the international Online Media AdEx report compiled by IAB Europe’s Chief Economist, Daniel Knapp.
Analysis, Trends, and Market Outlook: Live in Zagreb’s Urania
How is the Croatian online advertising market evolving? Which categories saw growth, and what trends are on the horizon for the coming year? These questions and more will be addressed at Behind the Numbers: IAB Croatia Online Media AdEx 2024, taking place on April 23 at 4 PM in Zagreb’s Urania venue. A series of sessions and activities will be led by members of the IAB Croatia Online Media AdEx working group – see the agenda and register via the provided link. Discussions will continue at the upcoming Days of Communication event.
Full access to IAB Online Media AdEx data is exclusive to IAB Croatia members. Learn more about the benefits of membership and the organization’s activities at www.iab-croatia.com.
