The Bulgarian online advertising market grew 27% in 2016 with total revenues of 22.8 million BGN. Display advertising excluding mobile and video grew 26% to 10.9 million BGN, while mobile display grew 85% and search grew 26%. Programmatic advertising, as part of net display advertising, grew 90% between 2015 and 2016 and accounted for 12% of display in 2016.

1. AdEx 2016

2. Gross Bulgarian online advertising market
2015 2016 Growth %
Total 18,0 22,8 27%
Display (excl.
mobile & video) 8,7 10,9 26%
Video display 3,3 3,5 7%
Mobile display 0,7 1,4 85%
Google search 8,0 10,1 26%
Facebook 8,0 11,2 39%
YouTube 3,6 4,7 30%
CPC, CPA 1,1 1,1 1%
Classifieds 0,6 0,6 -10%
Others 1,2 1,2 -4%
източник: AdEx 2016, IAB Bulgaria,IPSOS Bulgaria,IHS

3. Programmatic as a part of the net Display
11,7
13,9
1,0
1,9
2015
2016
Дисплей (без Programmatic) Programmatic
7.5%
12%
Display(excl. Programmatic)
Powere by източник: AdEx 2016, IAB Bulgaria,IPSOS Bulgaria,IHS