Nicole LalevaIAB Ukraine presents Wartime Barometer 2.0, a survey examining how Russia’s full-scale invasion continues to affect Ukrainian businesses and the advertising industry in 2026.
Based on a survey of 65 companies, including 40 advertising agencies and platforms and 25 advertisers, the report explores business performance, advertising investments, operational challenges, workforce dynamics, artificial intelligence adoption, and market expectations.
The findings reveal a complex picture of resilience and growing uncertainty. While many businesses have recovered or exceeded their early-2022 activity levels, profitability remains under pressure, advertising budgets have become increasingly unpredictable, and infrastructure destruction continues to disrupt operations and investment decisions.
The research also highlights the accelerating adoption of AI, shorter planning horizons, and the growing importance of flexible, performance-oriented advertising strategies.
Wartime Barometer 2.0 provides valuable insights for advertisers, agencies, industry associations, and international stakeholders seeking to understand the challenges, transformation, and future prospects of Ukraine’s advertising market.
