Advertising spending in Romania may reach EUR 366 million in 2016, up 10% compared to 2015, chiefly determined by higher than expected investments in TV advertising, according to revised estimates by local media agency Initiative Romania, which publishes the annual Media Fact Book report.

Moreover, Initiative estimates that the market will continue the upward trend with a 6% growth compared to 2016, at an estimated net value of EUR 389 million.

“In spring, we viewed 2016 as the year when the market will consolidate its consistent growth with a similar development as in 2015. But the evolution during the year made us realize that, in fact, the market growth will surpass our forecast, being expected to reach EUR 366 million (+10% vs. 2015),” reads the update released by Initiative Romania.

The market growth was driven by a “spectacular increase” of the advertisers’ TV investments, which went up 13% from EUR 212 million, in 2015, to EUR 240 million, this year. “For Television, 2016 was a “wow” year,” the report continues. PTO TV and Antena 1, the biggest TV stations in Romania in terms of audience have had their Prime-Time advertising space sold out this year.

Online advertising also increased by 12%, to EUR 64 million. Radio advertising is estimated at EUR 20 million, up 5% year-on-year, Outdoor (OOH) has maintained the EUR 28 million level in 2015, and Print advertising has continued its decline, reaching EUR 14 million, down by 10% compared to last year. Next year, TV advertising is expected to increase by 5%, to EUR 252 million, according to the new Initiative estimates. Online advertising may grow by 14%, to EUR 74 million.

In 2017, the market growth will continue and online is expected to be the most dynamic segment. TV advertising is expected to increase by 5%, to EUR 252 million while Online should increase by 14%, to EUR 74 million.

“Digital channels will continue growing, driven by Google and Facebook. A significant increase is also expected for Programmatic, but still low vs potential and buzz,” states the Initiative report.

According to the Zenith Programmatic Marketing Forecast international report, Programmatic advertising sales will see the highest growth of all digital channels in Romania, in 2017, namely 31%. Zenith thus estimates that Programmatic advertising will reach 20% of the Online advertising sales in Romania next year.

Programmatic ad buying refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves proposal requests and human negotiations. Programmatic has become the main tool for buying digital display advertising in 2016, with some 51% of the overall spending worldwide. Next year. It’s share is expected to reach 58%.

Internet advertising sees double digit growth in Romania as total spending goes up

Romania's online advertising market, without Facebook, Google, goes down

editor@romania-insider.com