The CANnual Report 2022 follows a slightly different editorial concept than before. Since 2016, the publication featured one central topic which all creative agencies wrote about. This year however, weCAN experts write about twelve of the hottest topics in communication across the region. Five of the most influential consumer trends are also featured in the country chapters along with the articles about TikTok, e-commerce, Gen Z – and the war-torn Ukrainian market.

The CANnual Report 2021 showcases the impacts of the coronavirus on the CEE media markets, while our experts analyze parallel phenomena from previous crises on a global or local scale, including not only financial-economic events, but also major changes in legislation, political turmoil, natural disasters, etc. weCAN experts demonstrate how the unfolding COVID-19 crisis affected advertising spending over the past year in the CEE countries, taking different media types and sectors into consideration.

Awareness on social and environmental issues is on the rise, and this puts and increasing amount of pressure on companies, who are expected to give answers to contemporary problems. In this year’s publication weCAN experts share how businesses in the CEE region react in the field of CSR, and how agencies can shape communication on sustainability. Beside the extensive summary on how each CEE media market performed in the past year, we also included a special section about the recent impacts of the Covid-19 pandemic on the advertising sector.

This year’s topic in focus is the coexistence of television and online videos that raises new questions and indicates new solutions, models, content, genres and players. As anywhere else in the world, we can observe this trend in Central and Eastern Europe as well, and the CANnual Report 2018 reveals the main aspects of this transformation throughout the region. Do television and online videos take genres and players from each other? Are TV celebrities becoming online influencers or is this happening the other way round? Does the rising of online video viewing threaten the reach of television? In short: Does video kill the TV (Star)?

CANnual Report 2016 gives a comprehensive overview of the advertising, media and social media market of 14 countries in Central and Easter Europe. The publication features 28 articles written by local experts, nearly 3,000 pieces of data and 130 photos taken by the region’s Instagram users. The articles deal with recent changes of the local media and advertising industry and the updated weCAN Ranking shows how individual markets developed in one year, compared to other countries in the ‘New East’. CANnual Report 2016 focuses on social media trends. Each country-chapter features an article that presents the most popular social media channels and their characteristics and provide readers with useful insights for planning successful social media campaigns in the CEE markets.

CANnual Report 2015 is the first extensive analysis that has been published about the advertising industry and media market of Central and Eastern Europe. The 200-page publication aims at presenting the regional communications field to an international audience that has less information about the marketers operating in former Socialist states than about those in the western half of Europe. The editors of the report invited 12 experts from all around the region to present the most significant features of their respective markets, including latest trends and specific data. Many authors also give a brief overview of the history of local ad scenes from 1989 to the present day. The 2015 edition introduced the so-called weCAN Ranking, an indicator that reveals whether the advertising market as an economic sector is stronger or weaker than what the overall economic performance of a country suggests.