According to the Association for Internet Development (SPIR), online advertising in the Czech Republic hit a record-breaking 56.8 billion Czech crowns in 2021, a year-on-year increase of 18%. When recalculated to listed prices, it amounts to 117.7 billion crowns, making online advertising the most potent medium for advertising expenditure. SPIR predicts that expenses for online advertising will continue to grow by around 7% this year to 60.8 billion crowns.

Display advertising saw the highest increase in advertising performance, rising by 23%, followed by search advertising with a 9% year-on-year increase. Programmatic purchases of display advertising increased by 35%. Display advertising refers to banners on content networks, websites, and social media.

SPIR Executive Chairman Michal Hanák stated that it is positive that online advertising continues to thrive as an advertising channel even during a global economic recession. The online environment offers the most accurate targeting of advertising campaigns, immediate optimization possibilities, and real-time insight into the effectiveness of resources utilized.

It is worth noting that the volume of online advertising comprises listed and net prices, whereas other media types report their results in listed prices. To enable comparison with different media types, SPIR adjusted its research methodology in 2021 to calculate the total online performance based on listed prices.

The shift reveals that online advertising has a volume of almost 118 billion Czech crowns, confirming its position as the most potent medium for advertising. Last year’s data on television, radio, print, and outdoor advertising are not yet available, but advertisers invested 64 billion crowns in listed prices in television advertising in 2021.

In summary, the growth of online advertising in the Czech Republic continues to rise, with online advertising hitting a record-breaking 56.8 billion Czech crowns in 2021, and predicted to reach 60.8 billion crowns in 2022. This growth is due to its ability to offer accurate targeting, immediate optimization possibilities, and real-time insight into the effectiveness of resources utilized.

Article by Prague Forum