Market Insights Advertising & Media Advertising

Search Advertising - Romania

Romania

Ad spending in the Search Advertising market in Romania is forecasted to reach US$90.77m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 4.16%, leading to a projected market volume of US$111.30m by 2029.
When looking at global comparisons, the majority of ad spending will originate from the United States (US$132.70bn in 2024).
Within the Search Advertising market in Romania, 31.69% of total ad spending is expected to come from mobile in 2029.
The average ad spending per internet user in the Search Advertising market in Romania is estimated to be US$5.20 in 2024.
In Romania, the Search Advertising market is experiencing a shift towards more personalized and targeted campaigns to enhance online visibility.

Key regions: Australia, Japan, United States, Europe, Asia

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Analyst Opinion

The Search Advertising market in Romania has been experiencing steady growth in recent years.

Customer preferences: Romanian customers have shown a strong preference for online shopping, with a significant increase in the number of people using search engines to find products and services. This has led to a growing demand for search advertising, as businesses seek to reach these potential customers at the moment they are actively searching for information. Additionally, customers in Romania have become more tech-savvy and are increasingly using mobile devices to access the internet, which has further fueled the growth of search advertising.

Trends in the market: One of the key trends in the Search Advertising market in Romania is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the need for advertisers to reach their target audience more precisely and to optimize their advertising budgets. As a result, programmatic advertising platforms have gained popularity in Romania, offering advanced targeting capabilities and real-time bidding. Another trend in the market is the rise of voice search. With the increasing popularity of virtual assistants and smart speakers, more and more people in Romania are using voice commands to search for information online. This has created new opportunities for advertisers to reach their target audience through voice search advertising. Advertisers are optimizing their search ads to be voice search-friendly, using natural language and conversational keywords to match the way people speak.

Local special circumstances: Romania has a relatively low internet penetration rate compared to other European countries, but it is rapidly increasing. This presents both opportunities and challenges for advertisers in the search advertising market. On one hand, there is a large untapped market of potential customers who are just starting to go online. On the other hand, advertisers need to adapt their strategies to reach these customers who may have different online behaviors and preferences.

Underlying macroeconomic factors: The Romanian economy has been growing steadily in recent years, which has contributed to the growth of the Search Advertising market. As the economy expands, businesses have more resources to invest in advertising and marketing activities, including search advertising. Additionally, the increasing disposable income of Romanian consumers has led to a higher demand for products and services, driving businesses to invest in search advertising to reach these potential customers. In conclusion, the Search Advertising market in Romania is experiencing growth due to customer preferences for online shopping, the adoption of programmatic advertising, the rise of voice search, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers will need to stay updated with the latest trends and adapt their strategies to effectively reach their target audience in Romania.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.