The Romanian Internet advertising market: 5,5 million euros in 2006, 8,4 million forecast for 2007

The Romanian Internet advertising market is estimated in 2007 at 8,4 million euros net, according to the “Internet Advertising 2007″ forecast of ARBOmedia [RO], the most important Internet ad broker.

The Internet advertising expenditures grew significantly during the last years in Romania. 2006 was 5,5 million euros, while 2005 had been only 2.5 million. According to the mentioned source, 2005 was the year the market crossed the 1 % of the entire market limit.

The first year included in the ARBOmedia forecast is 1999, with 100.000 euros:

The main advertising clients

The biggest spenders in terms of Internet advertising were, in 2006, telecom companies (mobile & cable & 3 G), banking & finance, cars, IT, FMCG, tourism (international airlines) and on-line shops. ARBOmedia’s forecast for 2007 includes:

• combined campaigns (on-line & off-line)
• creative solutions (”beyond-the-banner”)
• proffessional planning, with the powerful available tools

The “most wanted” clients are likely to be:

• valuable content sites
• on-line commmunities
• niche sites

According to the same source, the “Romanian Internet” includes a total of 25.000 websites, with 500 of them attracting significant revenues from advertising.

The target

Romania has around 3,7 million Internet users aged 14-64 years, in the urban areas, according to the July 2005-July 2006 SNA (National Audience Study). Trafic.ro, the best known hierarchy of Romanian sites according to audience, reported over 7 million browsers in Romania in October 2006. The difference between SNA and Trafic.ro is given by the duplicated audience of some of the sites. E.g., if one user accessed both Aaa.ro and Bbb.ro, Trafic.ro would count the person twice.

8 Comments »

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1. [...] Am luat ce a dat Bogdan Gavrilă aici, pe Core-Target.ro, cu privire la prognoza ARBOmedia pentru Internet/2007, şi am sistematizat în engleză, pe Comanescu.ro. [...]

   Pingback by Media lui Comanescu » Prognoza ARBO pentru piaţa de publicitate în 2007 — February 6, 2007 #

2. The numbers look good for Romania but the internet industy is one step behing if we are to compare it with other markets in the region: in Poland or Czech Republic we can call it a “boom” while in Romania probably in 2010 we’ll see the real money in the market.

   Comment by Bogdan Gavrila — February 6, 2007 #

3. Bogdan: There are also some news about a decrease in Hungary? Some say another y2k-like bubble is developing.

   Comment by Iulian Comanescu — February 7, 2007 #

4. Do you have any data about the development of connectivity/bandwith, internet penetration (home/office) in the population and online transactions (online shopping by credit card)?
   My personal opinion is that as the aspects mentioned above will develop, the web services will explode over the next years both in terms of quality (functionalities, layouts, services/products offered online) and quantity (online purchase transactions).

   Comment by Marco Stettler — February 7, 2007 #

5. Marco:

   Here’s a few other data.

   41% of the Romanians between 14 and 64 y.o living in Urban areas are internet users (at least once last year)*.
   35% use internet frequently
   5,9% use internet occasionally
   Source: SNA

   In Romania:
   81,90% have computers,
   64,16% access internet
   56,51% use e-mail
   27,97% have own sites

   70 % of Romanians have a high-bandwidth connection.

   On-line shopping: 60 mil. USD/year, 300 on-line shops. The credit card system is not yet implemented, however.

   You ar right to assume the servicese might explode at one time or anoter. Like other semi-developed countries, Romania has a huge capacity of absorbing new technologies. For example: if analogue cable can’t reach some areas and the signal is bad, then sattelite digital (DTH) is spreading quickly.

   Comment by Iulian Comanescu — February 7, 2007 #

6. [...] One of the main media brokers on the market, ARBOmedia, recently released [en] a presentation where the cash in 2006 was stated to be 5,5 million euro, with a forecast of 8,4 million euro in 2007. [...]

   Pingback by Romanian Media Explained » Romanian on-line advertising market predictions: 8-9 millions seem likely — February 28, 2007 #

7. What is the market share of the Internet concerning the total advertising spendings in 2006 ?

   Comment by Yvonne Greussing — April 2, 2007 #

8. [...] o industrie care se dezvolta de zeci de ori mai repede decat promovarea pe sticla sau outdoor, pe comanescu.ro am gasit niste cifre care par sa justifice efortul oamenilor de a ne stresa: 8.4 milioane de euro [...]

   Pingback by Online advertising is too aggressive « beyond a reasonable doubt — November 13, 2007 #

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