Zenith Romania: Romanian ad market enters an ascending trend

Advertising, Business

The start in 2014, when Romanian ad market posted a growth of 3.6% after 5 crisis years, continues with a positive evolution in the next years. The most recent Zenith Romania Advertising Expenditure Forecast report, the investments in advertising will post a 1.9% growth in 2014, to $403.9M

Mobile is by far the sector with the most spectacular growth and Zenith predicts it will become the most visible in ad consumption between 2014 – 2017, due to the spread of mobile devices and to tech innovations with benefits for advertising.

Still, mobile’s quota in the total ad consumption remain behind its quota in media consumption. Mobile advertising will reach to represent 1% of total ad volume in Romania in 2015 and 7% in total ad investments in digital.

Social media is the area where digital display scored high success in Romania, namely social media. Facebook and Twitter restructured fast their operations for mobile consumption and advertising.

All in all, digital posts the most spectacular and supported annual growth (+12% in 2014 vs. 2013), with an estimated constant growth of 10% yearly for the next 2 years.

Display continues to attract most digital budgets (84%), search gained ground (+19% in 2014 vs 2013 and an estimated +24% in 2015 vs 2014).

TV remains the main ad channel in Romania (63.5%), a situation to continue in the next few years. Digital is second, with 13,6% marketshare, and outdoor – 10.7%.Print attracts just 6% of ad investments, Radio is next (5.8%), while cinema is on the last position (0.4%).