Forecast of digital investment allocation by activity type in 2026.

In 2026, digital investments are expected to continue growing — up to 59.1 billion UAH, which is an 18% increase compared to 2025. As before, the largest share will go to Search & GDN, with projected investments of 29.1 billion UAH. This makes sense, as the first point of contact with brands still often happens there.

Banner advertising remains in second place — 12.5 billion UAH — with stable demand driven by its ability to deliver massive reach. Video continues to grow actively as well, with a forecast of 9.6 billion UAH, reinforcing the importance of emotionally engaging content.

SEO is also strengthening its position — reaching 2.9 billion UAH, while Digital Development is projected at 2.0 billion UAH. SMM (1.1 billion UAH) and Influencer marketing (1.0 billion UAH) have already become essential elements of the media mix, without which a modern strategy feels incomplete.

Digital is no longer just a channel — it has become a full-scale environment for brand development. The real question is who on the market will be able to leverage this growth most effectively.

So — are you already planning how to redistribute your digital investments in 2026, or will you keep relying on the old model?

Data processed by Media Systems