BUCHAREST: After five years decrease, the Romanian ad market is poised to grow by 1.9% according to ZenithOptimedia.
The prediction for 2014 is reserved but optimistic, considering that the international market will be influenced by the Olympics, the Football World Cup and the US elections, along with the stability of the European ad market.
Globally, the ad market will grow by 5.3% in 2014 compared to 3.6% in 2013, and should reach 5.8% growth in 2015 and 2016, due to mobile technology. Growth is expected for the next 10 years.
TV is expected to show a slight decrease, while other media are expected to stabilize. TV still remains in the top spot, but digital became the second most important communication media in 2013. In Romania, growth is expected to be more modest due to the political climate.