Advertising - Romania | Statista Market Forecast

In Romania, ad spending in the Advertising market is expected to reach US$1.15bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$431.70m in 2024.
When compared globally, the United States is projected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market, 60% of total ad spending is forecasted to come from digital sources by 2030.
The average ad spending per capita in the TV & Video Advertising market is estimated to be US$22.00 in 2024.
Furthermore, in the Advertising market, Advertising market of the 69% revenue is expected to be generated through programmatic advertising by 2030.
In Romania, digital advertising is rapidly growing, with a shift towards personalized and interactive campaigns to engage tech-savvy consumers.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Romania is experiencing significant growth and development in recent years.

Customer preferences: Customers in Romania have shown a strong preference for digital advertising channels, with a particular focus on social media platforms and online video streaming. This shift in preference can be attributed to the increasing internet penetration rate in the country, as well as the growing popularity of smartphones and other mobile devices. Additionally, consumers in Romania are becoming more tech-savvy and are actively engaging with digital content, making it an effective medium for advertisers to reach their target audience.

Trends in the market: One of the key trends in the advertising market in Romania is the rise of influencer marketing. Influencers, particularly those in the beauty, fashion, and lifestyle sectors, have gained a significant following on social media platforms, and brands are leveraging their influence to promote their products and services. This trend is driven by the desire of consumers to connect with authentic and relatable individuals, rather than traditional celebrity endorsements. Another trend in the market is the increasing demand for personalized and targeted advertising campaigns. Advertisers are leveraging data analytics and artificial intelligence to better understand consumer behavior and preferences, allowing them to deliver tailored advertisements that resonate with their target audience. This approach not only improves the effectiveness of advertising campaigns but also enhances the overall customer experience.

Local special circumstances: One of the unique aspects of the advertising market in Romania is the high level of creativity and innovation. Romanian advertisers have gained recognition for their creative campaigns and out-of-the-box thinking. This has helped them stand out in a crowded market and attract the attention of both local and international brands. Additionally, the advertising market in Romania is relatively fragmented, with a mix of international agencies and local players. This creates a competitive environment where agencies need to constantly innovate and deliver value to their clients.

Underlying macroeconomic factors: The growth of the advertising market in Romania can be attributed to several macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to an increase in consumer spending power. This, in turn, has created opportunities for advertisers to promote their products and services to a larger customer base. Furthermore, Romania's membership in the European Union has opened up access to a larger market and increased foreign investment in the country. This has resulted in increased competition among advertisers, which has driven the need for more sophisticated and targeted advertising campaigns. In conclusion, the advertising market in Romania is evolving rapidly, driven by changing customer preferences, technological advancements, and macroeconomic factors. Advertisers in the country are embracing digital channels and leveraging data analytics to deliver personalized and targeted campaigns. The market is also characterized by a high level of creativity and innovation, which helps Romanian advertisers stand out in a competitive landscape. With steady economic growth and increased foreign investment, the advertising market in Romania is expected to continue its positive trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and 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 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 Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, 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.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.