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Romanian outdoors – 70 million euros in 2008

The outdoors advertising market will be this year between 65 and 70 million euros. Market leaders consolidate positions through transactions of millions, increase prices up to 40% annually and modernize their portfolios with digital supports.

However, the outdoor remains the largest market segment which does not benefit from measuring instruments or legislation.In the last three years, outdoor advertising has increased its market share from 6% in 2005 to 10% this year. It is now the third promotion environment after television and printing.

The advertisers' motivation is explained by the fact that over 8 million Romanians are exposed to outdoors advertising at least three hours a day, according to an Initiative study. Of them, 6 millions admire posters of one of the first three players in the market: Epamedia, Affichage and News Outdoor.

"The first three suppliers cover over 75% of the market", said Raluca Grigorescu, sales manager of News Outdoor, a firm ranking third in the market with a share of 15%. News Outdoor, which ranked second in 2007 was outranked this year by Affichage, a company which has increased its market share to over 25%, after purchasing Amco and three companies from Multireklam portfolio.

Epamedia remains the leader of the marker with business of 21.2 million euros last year, the equivalent of a market share of 38%. The company holds about 11,000 advertising posters in 60 towns. Prices for outdoor ads have grown by 40% this year. Investments have also grown, News Outdoor allocating one million euros in 2008 to modernize advertising supports and placing new ones. Most investments are for digital posters, the most dynamic segment of the outdoor market.

OOH digital came into the market in 2007 when it totaled 3 million euros. The amount will grow this year to 4.5 millions.The largest investments in OOH digital belongs to Cocor stores which will inaugurate in October the media façade Cocor Channel. Practically, the exterior walls of the store will have 13 LED screens of 565 square meters.

Cocor Channel will be the second largest Led installation in the world after Picadilly Circus in London.Despite the invested millions and the high growth rate, the outdoor advertising market remains without a professional measuring system. Suppliers are not allowed to conclude contracts for more than a year with the authorities, in conditions when a modern OOH support pays back in 6-7 years.In the opinion of Epamedia representatives the main problems are the lack of an audience and standardization study for the types of media.

Both Epamedia and Affichage or News Outdoor tried last year to make individual classifications of billboards but without any success. International Advertising Association considers that Romania is trying to settle the matter of outdoor advertising , acting as a mediation between City Hall and the main players in the market. The involvement of a large number of authorities complicates negotiations and City Hall has been delaying to organize tenders and have talks with suppliers.

Sursa: http://www.actmedia.ro

Tags: market outdoor three advertising million euros outdoors

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