The largest share of revenue was generated by banners or ads placed inside the page body, followed by pop-ups (RON6.37 million) and sponsored content (RON4.88 million)
According to the study, the most popular advertising formats have remained largely the same since 2007. Embedded ads climbed in the first five months, bringing double revenue in May 2011 compared with January, followed by a slight decline of 6% in June.
Adrian Ghisa, Carnation Group country manager for Romania, believes the Romanian online market is marked by continuity with regard to the major advertisers and the formats used. “I think 2012 will be a year for revolution and, although the most popular advertising formats will remain the traditional ones, there will be greater focus on finding new formats that are creative, but also less aggressive and intrusive,” he says, adding that major companies will allot more money for online advertising, where results are more easily measurable.
ROADS data indicates revenue from embedded ads was RON22.7 million in the first half of 2011, double the value posted in the similar period of 2007 (RON11.3 million).
The total revenue from online advertising recorded by the companies included in the study amounted to RON43.7 million in the first six months of 2011, down 0.6% from the second half of 2010, but 4% higher than the first half of the same year.
ROADS provides data on the Romanian online advertising market twice a year. Data for the second half of 2011 will become available in early April. (EUR1=RON4.3447)