“Online advertising is the fastest to grow, at a double digit rate a year.” The number of clients choosing online over traditional advertising is rising, hence the company’s goal to focus on the segment, Richard Bonner-Davies told ZF.
The online advertising market – which includes both advertising via Google, Facebook and other social networks and via various websites, has been constantly increasing in the last few years of financial crisis. The overall advertising market has shrunk, though, both worldwide and in Romania.
Advertising market in Romania has reached almost EUR300 million, compared with more than half a billion in the boom years.
On the other hand, online advertising has been on the rise since 2004, when companies were just discovering Internet ads. The different trends can be explained by the fact that the online segment has a short history, hence a huge growth potential. Online advertising market amounted to EUR41 million last year, up about 20% on 2011 and should reach some EUR46 million at the end of 2013, according to market data.
“About 10% of the advertising spending in Romania is online advertising spending,” Richard Bonner-Davies says.
In comparison, online advertising spending in the countries in the region, such as Turkey, stands at 35% of the total.
(English version by Loredana Fratila-Cristescu)