10 years of the advertising industry in Central and Eastern Europe – Media leaders

Over the past decade, the advertising landscape in Central and Eastern Europe has experienced significant shifts, driven by digital transformation, data integration, and media fragmentation. To mark the 10th anniversary of our media market reports, we_can asked media leaders from across the region to explore these changes.

Digital transformation emerged as a key driver of growth, with advancements like programmatic advertising, AI, and analytics revolutionizing agency operations and client relationships. The role of data evolved from a mere performance tool to a strategic asset, enhancing real-time decision-making and personalization. Media fragmentation brought both challenges and opportunities, complicating planning but enabling precise audience targeting, explained by our experts. Political events also shaped markets differently, from Latvia's post-war media reshuffling to Serbia's media polarization. Innovative campaigns across CEE highlighted the region's adaptability, showcasing creative, data-driven strategies that push boundaries. If you want to learn more about how these changes shaped the market and how we_can partner agencies adopted in the past decade, check out our detailed article at our content platform, we_know!