LuxSite Digital Agency has been operating in the Ukrainian digital market for many years, delivering effective solutions for partners and clients. At the same time, our active participation in professional digital marketing communities began relatively recently. This year, we once again took part in the IAB Ukraine study, which evaluates the actual size of the country’s digital advertising market. Here, we share the key findings and our perspective on what these figures mean for businesses.
Why This Study Matters
IAB Ukraine is one of the few organizations that systematically assesses the digital advertising market using its own methodology, with cross-verification of data from agencies, publishers, CTV vendors and researchers. This approach makes it possible to account for budgets on global platforms such as Facebook, Instagram, and YouTube – budgets that cannot be verified through local market players.
For us, participating in such studies is not just about status. It’s a way to understand the market from within and provide clients with recommendations based on real data rather than assumptions.
Key Figures for the First Half of 2025
Despite martial law and economic instability, the market is showing a steady double-digit growth. Here are the key highlights:
For comparison, the paid search market grew by 30% in 2024 compared to the previous year. In 2025, it is projected to grow by an additional 40% – a strong signal that advertisers are returning to performance channels with transparent ROI.
“In the first half of 2025, the market demonstrated confident growth, confirming the role of digital media as the main driver of the advertising industry’s recovery. Growth rates remain in double digits, indicating resilient demand and brands’ adaptability to economic and wartime challenges.”
Ihor Datsenko, Data Consolidation Lead at RAZOM GROUP, Head of the IAB Ukraine Research Committee
Media Market Split: Video vs. Display
One of the most interesting aspects of the study is the dynamic between video advertising and display formats. The first half of 2025 marked the return of video to a leading position.
These fluctuations show that brands are actively reallocating budgets depending on campaign goals. Video consistently retains its strategic role, while display advertising remains an important tool for reach and retargeting.
Connected TV: A New Strategic Segment
In 2025, IAB Ukraine identified Connected TV as a standalone market driver with its own evaluation methodology. This is no coincidence: CTV combines the scale of television reach with the precision of digital targeting and transparent metrics.
For advertisers looking for an alternative to traditional TV, CTV is becoming the natural next step. At LuxSite Digital Agency, we are already seeing growing client interest in this channel – especially among those who want to reach large-screen audiences without the opacity of traditional TV budgets.
Global Platforms and Programmatic Shifts
The market structure remains heavily dependent on international ecosystems. In the first half of 2025, Facebook, Google, and Instagram together accounted for 72% of all digital budgets. In video advertising, their share reached 78%.
Programmatic Is Losing Its Monopoly
While in 2023 nearly two-thirds of budgets went through automated platforms, in 2024 this figure dropped by almost 20 percentage points. In video advertising, the programmatic share fell from a peak of 90% to 62%. The market is shifting back toward direct deals and platform integrations.
This is a significant change we also observe in our client work: advertisers are becoming more demanding about transparency and increasingly choosing controlled placements over automated auctions.
Mobile vs. Desktop: Important Nuances
The overall picture is clear: 75% of digital budgets go to mobile devices. However, there are important platform-specific differences that impact strategy.
Business takeaway: mobile-first is the standard – but not a universal truth. For video campaigns and CTV, large screens remain a critical touchpoint for engaging audiences.
What This Means for Your Business: 5 Key Takeaways
- Prioritize search investment. A projected 40% growth confirms that performance channels with measurable ROI remain the market’s top choice. If you haven’t maximized your Search budget yet, now is the time.
- SEO and SMM are long-term assets. Both segments have exceeded pre-war levels. Businesses that invested in organic channels during the crisis are now reaping the benefits.
- Start testing Connected TV now. With competition still relatively low, early adopters have a chance to gain an advantage with reasonable budgets.
- Reevaluate your programmatic strategy. The market is shifting toward direct placements. If 90% of your video budget still goes through automated platforms, diversification is worth considering.
- Plan across multiple platforms. Facebook and mobile do not represent the entire market. YouTube and large screens maintain strong positions. A one-dimensional mobile strategy leaves a significant audience unreached.
Our Role in the Study
LuxSite Digital Agency participates in IAB Ukraine research as an active market player – we provide data, verify trends and help shape a comprehensive industry picture. For us, this is not a formal exercise but part of our responsibility to the market and our clients: decisions based on real data are always more effective than those based on assumptions.
If you’d like to understand how these trends apply specifically to your business, we’d be happy to discuss.
