According to the IAB Adex data, the total net online ad spend in Hungary in 2011 is as follows:
- in HUF (Hungarian Forint) 30.4 billion Ft (HUF and Ft are both short for the Hungarian currency called Hungarian Forint, yes, the forint is without the letter ‘l’, not florint just forint), i.e. 30.400,000,000 HUF
- in Euros: 109.4 million Euros
- in USD: 134.9 million Dollars
- in GBP: 86.3 million pounds
This amount is 18,8% of the total Hungarian ad spend. From year to year, it is over ten percent increase (12% to be precise). Search marketing was really successful, with a 31% increase, email grew by 5% while display was slightly moving ahead but so slightly that we can just say that it stayed the same.
Mobile ad spend (both display mobile ads and non-display mobile ads) has been estimated to be around HUF 740 million by IAB.
One fifth of the Hungarian population lives in the capital, in Budapest city, where online users are in a big cluster, which may facilitate e-commerce and other online activities connected to offline places.