Romanian advertising market enters growing trend after five years of crisis

The Romanian advertising market enters a growing trend this year, after five years of crisis, and this trend is expected to continue in the coming years, according to the latest Zenith Romania Advertising Expenditure Forecast report. In 2014, the local advertising market registered an increase of 3.6%, and will continue in 2015, when investments in advertising are expected to grow by 1.9% to USD 403.9 million, shows the report, according to localWall-street.ro. The mobile sector registered the highest increase and the estimations show that this sector will become increasingly visible in advertising consumption between 2014 and 2017. However, the mobile’s share in advertising consumption remains behind its share in media consumption. Advertising on mobile will reach a rate of 1% of all advertising consumption in Romania in 2015 and 7% of the investments in digital. This is partly because much of the conventional display advertising does not work well in mobile, the report shows. Compared to the desktop display, the mobile banners require more space from the screen and are considered more intrusive. On social media however, the digital display has more success on mobile. TV continues to attract most of the investments in advertising – 63.5%, followed by the digital segment – 13.6%, the outdoor sector – 10.7%, print media – 6%, radio – 5.8% and cinema – 0.4%. Irina Popescu, irina.popescu@romania-insider.com