The online advertising market grew by 13% in a year. Even more dynamic growth is predicted for 2026
The All-Ukrainian Advertising Coalition published the results of the advertising market for the current year and the forecast for the next one.
The All-Ukrainian Advertising Coalition published the results of the advertising market for the current year and the forecast for the next one.
According to the VRK report, the final market vision for 2025 is a growth of 12% vs. 2024. The leaders in terms of growth rates are DOOH, Digital TV, outdoor advertising and national press. Next year, despite all the challenges, the growth trend is expected to continue with a dynamics of +13%.
In online advertising, the market demonstrated confident growth, confirming the role of digital media as the main driver of the advertising industry’s recovery. Growth rates remain double-digit, which indicates high resilience of demand and adaptability of brands to economic and military challenges.
The market structure maintains a consistently high share of global players — primarily Facebook, Google, and Instagram. This shapes the specifics of the competitive environment: most advertisers integrate international platforms as the basis of their digital mixes, supplementing them with local tools and programmatic purchasing.
Experts from the International Association of Marketing Initiatives (IAMI) state that at the end of the year, the overall growth of the marketing services market in 2025 was +23% compared to 2024.
Significant recovery continues in all segments:
- Trade marketing and consumer marketing increased by 20% and 25%, respectively — brands are again active in retail, working with promotions and activations that give measurable results.
- Loyalty marketing +15% — the focus is shifting to personalization and CRM, because retaining a customer today is more profitable than attracting a new one.
- Event marketing +30% — businesses are actively returning to offline events. And it is events that create trust, demonstrate brand resilience, and allow you to build deeper relationships with your audience.
- Artificial Intelligence is actively involved in the functioning of marketing platforms, data analysis and information collection, which has brought marketing management to a new level. AI is becoming a real tool in daily work, helping to speed up processes and enhance creativity, leaving the role of meaning-bearers to humans.
Forecast 2026: Ukrainian business has already proven its resilience and ability to work effectively even in unpredictable conditions. Companies are planning activities more confidently, returning to systematic marketing and investing in brand development. Agencies, for their part, demonstrate high responsibility, adaptability and readiness to perform work at the highest level despite any challenges. This gives grounds to maintain an optimistic but balanced forecast at +19% overall growth of the marketing services market in 2026.
Business will continue to support the Defence Forces and play an important role in the country’s reconstruction. We believe that the coming year will bring more opportunities, more development and even more reasons for optimism.
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