Ad spend set for slight growth next year, according to Zenith Romania

Investments in advertising will see 1.9 percent growth in 2015, to a total of USD 403.9 million, according to the Zenith Romania Advertising Expenditure Forecast. After five years of decline, the ad market grew by 3.6 percent in 2014, according to wall-street.ro

The mobile is the field that saw the highest growth and is set to become an increasingly visible chunk in the ad consumption between 2014 and 2017, on the wave of the widespread presence of mobile devices and technological innovation.

However, mobile still holds a rather small chunk in the overall  media consumption. Advertising on mobile phones will reach 1 percent of the entire advertising consumption in Romania in 2015 and 7 percent of investments in digital.

Overall, the digital has seen the steepest annual growth, which amounts to a 12 percent growth in 2014 versus 2013. Over the next two years, the digital is set to grow by 10 percent.

However, television still holds sway in the advertising investments in Romania (63.5 percent), which will hold true over the next years, followed by the digital with a 13.6 percent market share and outdoor with 10.7 percent.

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Print media represents 6 percent of the total investments in advertising, followed by radio with 5.8 percent and cinema with 0.4 percent.

Otilia Haraga