Serbia's digital advertising landscape is experiencing rapid growth, with CTV ad spending projected to reach €120 million in 2026. This reflects increased consumer engagement with streaming platforms and the shift from traditional TV advertising. The rising number of CTV users indicates a broader digital adoption, promising more targeted and effective advertising opportunities for brands.
The digital ad market in Serbia is now accounting for 35% of total ad revenue, driven by the expanding CTV ecosystem. Marketers are investing more in personalized content to reach the growing tech-savvy population, which is expected to sustain double-digit growth rates. This trend highlights Serbia's transition towards a more digital-centric advertising environment, aligning with regional digitalization efforts.