Advertising is expected to go through a sustained growth period in the next ten years, with an estimated global increase of 5.3% in 2014), from 3.6% in 2013. ZenithOptimedia estimates growth will reach 5.8% in 2015 and 2016 due to mobile technology.
ZenithOptimedia expects a rise in global advertising consumption in 2014 on the backdrop of the Olympic Games, the Football World Cup and elections in the United States.
Estimates on Romania are cautiously optimistic. “We expect to see the trend reversing in 2014. We are optimistic because there will be large events that should attract additional investments locally. The decline in recent years of the media market has exceeded the darkest of expectations. We are, however, reserved, as local politics may interfere, as it has in recent years, and deepen the crisis in the media industry,” the agency said in a press release.
According to ZenithOptimedia, after five years of decline, advertising market in Romania is expected to grow slightly by 1.9% in 2013.
Television will remain the dominant medium but ZenithOptimedia expects other communication media to post a slight decline and stabilize, as investments and the share of digital media growth.
Digital media, which in 2013 was the second most important communication medium after television, will continue to grow.
Zenith Romania, part of the international network ZenithOptimedia, is one of the main communication agencies in Romania.