Marketing across the Caucasus region continues to grow, with brands in Georgia, Armenia, and Azerbaijan increasingly shifting toward digital. Mobile programmatic plays a key role in this transformation.

In this overview, we’ll explore the development of digital advertising in the region, with a focus on the mobile segment. We’ll share up-to-date figures and trends for 2025.

You’ll learn how advertising budgets are being allocated – and why mobile advertising is becoming the leading channel for brands in Georgia, Armenia, and Azerbaijan.

Georgia: Demographics and the Digital Market

Let’s start with some socio-demographic insights – they offer a clearer view of Georgia’s market landscape and audience specifics.

As of 2025, Georgia’s population stands at 3.81 million. Compared to 2024, the decrease is minimal – just 338 people – and can be considered statistically insignificant.

The majority of the population lives in urban areas (61.4%), while 38.6% reside in rural regions.

Women slightly outnumber men, making up 53.4% of the population compared to 46.6% for men. The average age in the country is 37.3 years.

Internet usage in Georgia reaches 81.9% of the population, which amounts to approximately 3.12 million people. This figure has remained steady compared to last year, indicating stable internet penetration.

According to DataReportal Georgia, the majority of web traffic comes from mobile devices.

The breakdown by device type is as follows:

• Smartphones – 57.16%
• Desktops – 38.78%
• Tablets – 4.02%

Over the past 11 years, the share of mobile web traffic has been steadily increasing without any noticeable decline. This trend highlights a consistent shift toward mobile-first consumption.

When it comes to mobile operating systems, traffic is distributed as follows:

• Android – 77.26%
• iOS – 21.26%

Georgia 2025: Digital Advertising Analysis and Mobile Growth

According to Statista forecasts, advertising spend in Georgia is expected to reach $145.49 million in 2025. The largest segment is video advertising.

By 2030, it’s projected that 70% of all ad spending will go to digital, with 82% of that allocated to programmatic formats — making automation especially critical for Georgian brands.

The in-app advertising market deserves special attention: in 2025, it is set to reach $26.14 million and grow to $34.93 million by 2030. Average ad spend per user is estimated at $7.83.

Overall, the growth of the in-app segment is driven by widespread smartphone use and the population’s high level of digital literacy.

Armenia: Demographics and the Digital Market

As of January 2025, Armenia’s population stands at 2.96 million – a 0.7% decrease compared to the previous year.

According to DataReportal Armenia, 64.1% of the population lives in urban areas, while 35.9% resides in rural regions.

In terms of gender distribution, women are the majority:

• Women – 53.6%
• Men – 46.4%

The average age of the population is 36.6 years.

It’s worth noting that 93.9% of residents own a phone of some kind. Meanwhile, internet usage in Armenia reaches 80% of the population – roughly 2.37 million people.

As for web traffic, desktops currently dominate in Armenia, accounting for 66.97% of usage. Smartphones make up 32.45%.

However, mobile traffic is on the rise – it has grown by 19.5% over the past year, while desktop usage has dropped by 7.4%. This indicates a gradual shift toward mobile, with smartphones likely to take the lead in the coming years.

In terms of mobile operating systems, Android leads with 68.9% of the traffic, followed by iOS at 30.8%.

Armenia 2025: Digital Advertising Trends and Mobile Growth

According to Statista forecasts, advertising spend in Armenia is expected to reach $90.45 million in 2025, with $28.67 million allocated to video advertising.

By 2030, it’s projected that 63% of all ad budgets in Armenia will go to digital channels, with 77% of revenues coming from programmatic – highlighting the increasing importance of automated advertising.

The in-app segment is also showing strong growth:

• In-app ad spend in 2025: $15.51 million
• Projected spend by 2030: $20.76 million
• CAGR: 6.01%
• Average spend per user in 2025: $6.46

Additionally, by 2030, 64% of display ad spend in digital will be directed to mobile – underlining the growing priority of mobile-first strategies in the market.

At BYYD, we leverage advanced advertising tools and technology.

Brands have access to a wide range of creative formats, including interactive solutions that perform effectively in mobile environments.

Check out successful case studies from Armenia at the link.

Azerbaijan: Demographics and the Digital Market

Let’s start with some socio-demographic insights into Azerbaijan.

As of early 2025, the country’s population stands at 10.4 million, reflecting a 0.6% increase from 2024.

By place of residence:

• 58.2% of the population lives in urban areas
• 41.8% lives in rural regions

Gender distribution is nearly balanced:

• Women – 51%
• Men – 49%

The average age is 33.6 years, indicating a young and active audience.

In 2025, 9.23 million people in Azerbaijan use the internet – that’s 89% of the population. Over the past year, there’s been a slight increase of 0.6%.

Mobile web traffic dominates in the country, accounting for 71.41% of total usage. The remaining traffic is distributed as follows:

• Desktops – 25.46%
• Tablets – 3.12%

Android is the leading mobile operating system in Azerbaijan, with a market share of 81.29%, while iOS accounts for 18.14%.

In addition, 73% of the population in Azerbaijan uses social media.

Azerbaijan 2025: Digital Advertising Insights and Mobile Growth

According to Statista experts, Azerbaijan’s advertising market is projected to reach $297.22 million in 2025. The largest category is search advertising, which will account for $89.99 million.

By 2030, it is expected that 77% of total ad spend in the country will go to digital channels, and 86% of advertising revenue will come from programmatic buying.

With the rise of digital consumption, more companies are shifting to online formats to better connect with a tech-savvy audience.

The in-app advertising market in Azerbaijan is growing especially fast:

• In 2025, the market is expected to reach $56.41 million
• By 2030, it will grow to $75.43 million, with a CAGR of 5.99%
• Average spend per mobile internet user in 2025: $7.56

The growth of in-app advertising in Azerbaijan is driven by widespread smartphone adoption and the overall development of the digital ecosystem.

This positions mobile as one of the key channels for brands.

Many local advertisers are already tapping into this potential through our results-focused mobile platform, BYYD.

And if you’re planning to run campaigns in other countries – we’re here to help you build a solid strategy and make programmatic advertising clear, effective, and tailored to your business goals.

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