Romanian online market gains 22 pct to EUR 41 mln in 2016 | What are the trends

Newsroom 09/06/2017 | 13:10

The total value of the Romanian online market stood at around EUR 41 million (RON 190.5 million), up 22 percent compared to 2015, shows the most recent edition of the ROADS study, conducted by IAB Romania with the support of PwC Romania.

The second semester of 2016 registered a reported value of EUR 24 million (RON 109.8 million), with a growth of 36 percent compared to the previous semester of 2016 (H1) and with 19 percent more than the same semester of the previous year (H2 2015) – expressed in like-for-like, meaning that both are taking in account the same sample of companies that are found in the two editions of the study.

“On the grounds of a strong economic growth at a country level, fuelled by the consumption, the Romanian online advertising market has registered a strong growth last year, confirming the huge potential of this segment that we’ve been talking about for a while now, but that hasn’t materialized in the previous years. In order to capitalize on this favorable evolution, the publishers need to come up with valuable content that will satisfy the company’s needs of targeting different niches of the market,” said Bogdan Belciu, partner, Consultancy Services for Management, PwC Romania.

Trends and evolutions in 2016:

  • The first 5 industries account for 45 percent of the total investments in the online advertising. Even if the order changed, the industries that are leading the top remain the same. The undeniable leader in the last 7 years – the Telecom industry (EUR 6 million), followed by Finance (EUR 3.5 million), Cosmetics and toiletries (EUR 3.4 million), Drinks (EUR 3 million) and Online Retail (EUR 2.9 million).
  • The Embed type of formats (all types of banners) remain on top while it regards the preferred advertising formats (EUR 10 million), followed at a big distance by Interruptive formats – almost EUR 4 million, Content (the areas of sponsored content: website, homepage, landing page, dedicated newsletters) – almost EUR 3 million and Mobile – almost EUR 3.4 million. The IAB believes that in 2017 the interruptive formats will be surpassed by the Content Sponsorship. The video advertising (pre-roll, mid-roll and post-roll) accumulate almost EUR 4 million, being on constant growth trend from one semester to another.

 

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