Romania's online advertising market was up 15 percent in 2013, to some EUR 25 million, as reported by the participants in a recent study by IAB Romania and PwC Romania.

The start of the year 2013 brought a drop of 12 compared to the second half of 2012, but the second half compensated and ended with a growth of 48 percent compared to the first half. Online advertising worth some EUR 10 million was sold in the first half of 2013, and some EUR 15 million worth of advertising in the second half.

The telecoms, financial services and car industries led the ranking for investors in online advertising in the second half of 2013. They were followed by cosmetics and toiletries, food and drinks, and online retail. Most frequently used digital formats in Romania in 2013 were embedded, interruptive, and sponsored content.

“The consistent evolution of online advertising in Romania in the second half of 2013 should be judged on the background of general economic growth in the country and gives reasons for optimism for a new growth stage, so needed, especially for local publishers, highly challenged by global giants,” said Bogdan Belciu, partner, management consulting with PwC Romania, and the coordinator of the ROADS survey.

“We hope online will be the first segment to exit the crisis which has been affecting the media and advertising industry in Romania and to stimulate a revival of other market segments,” Belciu added.

editor@romania-insider.com