Forecast Distribution of Digital Investment by Activity Type in 2026.

Digital continues to grow, but the structure of investment is changing much more slowly than the market itself.

In 2026, digital investment could reach UAH 62.3 billion, representing a 17% increase compared with 2025.

Almost half of the budget will go to search and GDN: UAH 30.3 billion versus UAH 25.3 billion last year. It remains the largest and one of the fastest-growing segments, with projected growth of approximately 20%.

Banner advertising is expected to increase to UAH 11.5 billion, while video will reach UAH 10.7 billion. Together, these three areas will account for more than 84% of all digital investment.

SEO, digital development, SMM, and influencer marketing will also grow, but their combined share will remain relatively small. Notably, SMM and influencer marketing together will represent only about 3% of the market.

These figures demonstrate advertisers’ pragmatism: most investment flows into channels offering scalable reach, predictable results, and transparent analytics.

But does this concentration create another problem? When most brands use the same tools, competitive advantage is determined not by channel selection, but by the quality of strategy, data, and creative execution.

What matters more for growth today: increasing the digital budget or learning to use the existing one more effectively?

Data processed by Media Systems