Romanian ad market: 2014 – the first year of growth after 5 years of decline

According to Zenith Romania’s forecast, Romanian advertising market is scheduled to row 2.8% by the end of the year, with this development mainly due to the expansion of digital (+12%).

 

Zenith Romania expects the total media investments by the end of the year to reach to $394M.

Advertising on mobiles (including display, classifieds, search and in-app ads delivered on smartphones and tablets) represents by far the segment with the highest evolution, supported both by the increase in penetration for those devices and by their tech dynamics, byt but also by the introduction of new formats, which allow advertising clients to engage users in a creative manner.

Although it posts the highest growth (+30%), the mobile segment has still  reduced impact (5% from the total of digital investments). Still, Zenith forecasts that, by the end of 2015, this segment will reach to represent 6 – 6.5% from online advertising, as mobiles are estimated to proliferate and diversify.

TV remains the medium that keeps attracting most ad investments (64%), followed by digital (14%) and outdoor (10%)

When it comes of macro-categories, food products (16%), drugs and health products (14%), FMCG – non food (12%) and retail cover half of media investments made in Romania.

At global level, digital contributes to the growth by 5 – 6% in ad consumption. According to Zenith, the accelerated development of digital tech will boost the global advertising market by 5.3% this year, compared to 3.9% in 2013. The international media investments will reach to $523 BN this year.

The online advertising is the environment with the fastest development (+17.1% this year). New tech brings improvements to many areas of online advertising. Improved ad formats make display more attractive and interactive for consumers. In the same time, programmatic buying evolves towards a more sophisticated and efficient targeting of the audience.

Zenith forecasts that display will continue to raise in the next 2 years, with a higher annual rate than the one in 2013 (15.8% in 2014 and 2016 compared to 12.3% between 2010 and 2013).

Zenith Romania is part of the international network ZenithOptimedia and is one of the most powerful communication agencies in Romania. Zenith Romania offers a complex range of media communication services – strategy and planning, offline and online media buying, research, ROI evaluation and specialized services: Newcast for content project, non-conventional media and non-media executions and Zed Digital, digital services division.

Zenith Romania has in its portfolio clients lie Carrefour, Ficosota, ING Group, L’Oréal, Nestlé, Orkla Foods or Reckitt Benckiser.