ROADS: Financial sector – the biggest investments in online advertising in S1 of 2011

Cristina Blanaru Creativity, Digital & Media, Media, Studies

Romanian financial sector had the biggest investments online in the 1st semester of 2011, followed by telecom, motor and food sectors, according to ROADS (Romanian Online Advertising Study), realized by PwC Romania and IAB Romania.

Financial sector invested in advertising RON 5.48M, telecoms invested RON 4.71M in online advertising and Auto – RON 4.46M.

The total value of the online advertising budgets invested in the 1st semester of 2011 on the Romanian market is of RON 43.7M, which means a bit over Euro 10M.

The reported value of the market in S1 2011 increased by 4% compared to the same period of the last year, the value reported by the reference group registered a decrease of 13% compared to the previous semester.

In a lack of visibility context, when the risk of renewed global economic recession seems to have accentuated in the last couple month, companies’ advertising budgets are under pressure.

The data from the most recent ROADS report shows that, in the 1st semester from 2011, companies in Romania were more attentive in making advertising spendings, including online, that was, in the previous year, the most dynamic segment of the market.

We are in a period in which companies’ strategies are re-evaluated and all the spendings are analyzed with a magnifying glass. In this context, it isn’t surprising that prudence became the order word and the conservation of resources prevails over the possible market share wins while waiting for the economical situation to clarify

Ruxandra Bandila

Director, Marketing, Comunicare and Business Development

PwC Romania

Starting this year, 4 new participants joined the study, which brought the number of ROADS represented Romanian sites to 1,400.

The study made by IAB Romania and PwC structures investments in Romanian online advertising in terms of used advertising formats, categories of advertisers and months / semester to determine the sezonality.

The next edition of the study will start collecting data at the start of 2012 and will include the data analysis for the last 5 years. The study will be published 2 times a year, providing information on online advertising market evolution in Romania.

IAB Romania was created in 2006 and reunites the most important companies in online advertising: media sales houses, advertising agencies, online advertising services providers and local publishers. IAB Romania is member of IAB Europe.