Where Ukrainians most often encounter advertising messages.

Today, Ukrainians most often encounter advertising where they spend the most time — on their smartphones. Messengers (45%) and social media (43%) have become the primary touchpoints, significantly ahead of other channels.

They are followed by video platforms (30%) and mobile apps (22%), confirming the growing role of content consumption and in-app environments in brand communication.

At the same time, offline space remains relevant: stores and shopping malls (17%) and street/transport (15%) continue to play an important role, especially at the decision-making stage.

Traditional media show lower but still meaningful levels: television and online media both account for 12%, digital TV reaches 9%, radio 7%, and print media 3%.

This creates a new reality: effective communication is no longer about choosing a single channel, but about combining digital and physical environments in the right way.

Brands that adapt to this multichannel approach gain a competitive advantage today.

So the question is: how is the role of traditional channels evolving in the media mix as more and more touchpoints shift into the mobile environment?

Data processed by Media Systems