ROADS: Romanian online ad market in H1 2015 – €10.2M   

Cristina Blanaru Creativity, Digital & Media

According to the most recent edition of ROADS, study made by IAB Romania and PwC Romania, the total reported value of the online ad market in Romania was, in the first half of 2015, of RON 46M (€10.2M).

A comparison of the reported numbers show a decrease of 15% of the amounts reported in H1 2015 compared to H2 2014, with a similar situation happening in S2 201

It is possible for this decrease to be just conjectural, and H2 2015 to bring the entire year on a growth path, we will see at the moment of complete reporting for 2015, but us, as a local industry, we must aim for a permanent increase of the market. Among the mechanisms we can use are the common efforts, the industry ones, to promote opportunities and local performances, but also maximizing the premium experiences of content and advertising who, together, should bring as much added value as possible to all parties involved, from the internet user to agency and advertiser

Ionut Oprea

President IAB Romania

Trends and developments:

  • online retail continues its general growth trend when it comes of online ad investments, getting to a new record amount (RON 4.70M), up 14% compared to the old record from H2-14. Also, Pharmaceutical & healthcare and Entertainment & the media posted growth compared to previous semester, reaching to RON 2.21M and RON 1.92M. The detached leader continues to be Telecom (RON 7.95M), followed by Online Retail and Drinks (RON 3.86M).
  • Compared to the top in H2-14, in H1-15, online retail surpassed Drinks and went on 2nd place, after Telecoms. In a similar manner, Finance change positions with Cosmetics & toiletries, going up on 4th in H1-15.
  • From formats point of view, Embedded remains most used in online advertising in H1-15, followed by Content Sponsorships and Interruptive. Display affiliate advertising slightly increased compared to previous periods (H2-14 and H1-14). Also, among formats with smaller volumes, Mobile advertising (display, search, applications) continues its growth from one half a year to the other