Retail Platform Advertising - Romania

In Romania, ad spending in the Retail Platform Advertising market market is projected to reach US$59.79m in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 10.34%, leading to a projected market volume of US$107.90m by 2030.
The average ad spending per user in Romania's Retail Platform Advertising market market is anticipated to amount to US$9.30 in 2024.
In a global context, the majority of ad spending will be generated the United States, which is expected to reach US$57.63bn in 2024.
In Romania, the Retail Platform Advertising market is increasingly embracing digital transformation, enhancing consumer engagement through personalized marketing strategies and innovative technologies.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Romania is witnessing mild growth, influenced by a blend of evolving consumer behaviors, increased digital engagement, and the competitive landscape among advertisers seeking to optimize their online presence.

Customer preferences: In Romania, consumers are increasingly gravitating towards personalized shopping experiences on retail platforms, reflecting a desire for tailored recommendations and relevant advertisements. The rise of mobile commerce has further accelerated this trend, with younger demographics prioritizing convenience and speed in their online shopping journeys. Additionally, the cultural emphasis on sustainability is prompting brands to highlight eco-friendly products, influencing purchasing decisions and shaping advertising strategies. As lifestyles evolve, the demand for seamless integration of digital experiences is reshaping the retail landscape.

Trends in the market: In Romania, the Retail Platform Advertising Market is increasingly focused on personalized advertising, with brands leveraging data analytics to deliver tailored recommendations that resonate with individual consumer preferences. The surge in mobile commerce is reshaping advertising strategies, as businesses prioritize mobile-friendly content to cater to tech-savvy consumers seeking efficiency. Additionally, the cultural shift towards sustainability is driving brands to emphasize eco-conscious products, influencing ad messaging. These trends are pivotal for industry stakeholders, as they must adapt their strategies to remain competitive and align with evolving consumer values.

Local special circumstances: In Romania, the Retail Platform Advertising Market is influenced by a unique blend of historical, cultural, and technological factors. The country's rapid digitalization is coupled with a rich cultural heritage, prompting brands to create advertising that resonates with local traditions while embracing modernity. Additionally, the diverse geography—from urban centers to rural areas—demands tailored strategies that address varying consumer needs. Regulatory frameworks promoting data privacy also shape how brands leverage consumer data for targeted advertising, ensuring compliance while enhancing personalization efforts.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Romania is significantly shaped by macroeconomic factors including overall economic stability, consumer spending trends, and digital infrastructure investments. As Romania's economy continues to recover and grow, fueled by EU funding and increased foreign investments, brands are more willing to allocate budgets towards innovative advertising strategies. The rising disposable incomes among consumers encourage higher engagement with retail platforms, making targeted advertising more effective. Furthermore, global shifts towards e-commerce have accelerated digital marketing adoption, compelling brands to enhance their online presence and utilize data analytics for personalized campaigns. Economic policies promoting digital literacy and technology adoption further support this growth trajectory.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.