Croatian internet users are exposed to a vast number of digital ads every day, on average, almost 900 ads per person per day. According to the latest global study by the platform Eskimi, Croatia ranks eighth in the world in terms of exposure to digital ads, making it one of the most affected countries in this segment.
Global ranking and comparison
The analysis covered 188 countries, and the results show that Internet users on Nauru are the most exposed, with almost 1,600 ads per day per person. They are followed by Iceland (more than 1,500), Qatar (nearly 1,200), the USA (about 1,000), Japan, and Montenegro (slightly more than 900), while Croatia is right behind them with an average of 900 ads displayed per day.
| RANK | COUNTRY | ADS PER PERSON/DAY |
|---|---|---|
| 1 | Nauru | ~1.600 |
| 2 | Iceland | >1.500 |
| 3 | Qatar | ~1.200 |
| 4 | USA | ~1.000 |
| 5-6 | Japan, Montenegro | >900 |
| 7 | Croatia | ~900 |
Where do ads appear?
In all analyzed markets, users are more exposed to advertisements in applications than on websites. In Croatia, this difference is particularly pronounced – users see as much as 50% more ads in applications than on the web.
What affects the number of ads shown?
Several factors determine the level of exposure to digital ads. Modern devices and high-speed connections enable the display of more complex and visually appealing ads. Smaller countries with a limited number of users, such as Nauru, often have more ads per user because there is more competition for ad space. The average time spent on the Internet varies significantly – Croats are online more than six hours a day, while, for example, the Japanese spend about four hours.
Market popularity among advertisers: Countries that attract more advertisers are less likely to have ad space left unfilled.
Advertising challenges and trends
Experts warn that high exposure to ads is a double-edged sword: the more users are bombarded with ads, the more they ignore them and develop “immunity” to the messages. Therefore, advertisers are increasingly turning to:
- Creativity and innovation in creating campaigns
- Measuring attention instead of the mere number of views or clicks
- Advanced analytics and AI tools to optimize efficiency and engagement.
“.
Being exposed to hundreds of ads is not the same as actually seeing those ads. To break through saturation, advertisers need to bring back creativity and measure the real impact of campaigns – points out Eskimi CEO Vytautas Paukstys
Croatia is among the ten countries most exposed to digital ads in the world, and trends indicate that advertisers will need to invest in innovative approaches and precise measurement of user attention to ensure their message truly reaches the audience.
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