Romanian online advertising market increased 15% in 2013, with the value reported by the participants to the study being of RON 112.9M (Aprox Euro 25.74M), as the most recent edition of ROADS study – made by IAB Romania and PwC Romania – shows.
Although the start of 2013 posted a decrease compared to the last semester of 2013 (-12%), to RON 45.5M, the second half brought an increase in real terms (like-for-like) compared to the same period of the previous year. The value reported by the reference group (companies that participate to all 4 editions in 2012 and 2013) increased by 7% compared to S2 2012.
In S2 2013, Telecom, Financial Services and Auto sectors leaded in online ad investments, followed by Cosmetics and Toiletries, Food, Drinks and Online Retail
The reason the online ad market had this evolution in 2013 is, somewhat, due to the increase of the number of transactions reported via Facebook and Google, due to the entrance in the study of players from media agencies sector. Moreover, the campaigns are planned, from one year to another, more responsibly, more efficient and more oriented towards achieving the targets
Managing Director IAB Romania
The consistent evolution of online advertising in Q2 2013 must be considered in the context of the accelerated general economic growth in the country and gives optimism reasons for the start of a new growth period, so needed, especially for local publishers, that were heavily challenged in the confrontation with global giants. We hope online will represent the 1st segment that exits the crisis that affects, for a few years already, the entire media and advertising industries in our country and to stimulate the comeback of the other segments of the market
Partener, management consultancy, PwC Romania, coordinator ROADS.
The digital formats most used in 2013 are embedded, seconded by interruptive and sponsored content