New corporate scandal with Vodafone Romania, Mircea Badea, MediaPro & Medien Holding:
1. Mircea Badea closed his Vodafone subscription after he saw (and considered) an unethical campaign running on blogs – BusinessLive covered the story here (local blogger annoyed);
2. Vodafone couldn’t care less about Mircea Badea, or ethical advertising – It’s not the first time we’re talking about antisemitism and discrimination on Romanian Internet blogs (local blogger annoyed, again);
3. RL.ro Internet domain (RL = RomaniaLibera newspaper) is registered by a manager working in MediaPro - BusinessLive discovered and covered the story here (local blogger screaming);
Conclusions:
- a) “Local Blogger” says that BusinessLive editor is an idiot.
- b) Mircea Badea says that “Local Blogger” is an idiot.
- c) Vodafone enjoyed the the BUZZ and probably lost some customers (they don’t care, they have like millions)
- d) RL.ro is registered by a manager working in MediaPro.
If we focus on the score of the game, while many things change (meeting or discovering idiots), most things remain constant (Vodafone is still advertising on websites promoting antisemitism, discrimination, etc, ROTLD still has the same owner for RL.ro).
Congratulations to our colleagues at BusinessLive for discovering and covering the constants!
IAA Young Proffessional hosted a round table this week – the speakers presented their thoughts after IAA 2010 World Congress in Moscow.
Maria Tudor (Managing Director, Zenith Media) also spoke about optimism in the local Internet market and about online growth for Romania in 2010 (a must read for Internet Sales Agencies and Internet Publishers).
ARBOinteractive just launched Behavia in Romania and I’ve promised Calin Rotarus to write a few words about the product.
As we speak Behavia is also the first and only ad-network in Poland (and one of the few in Europe), which offers behaviorally targeted campaigns. In Poland, the network reaches 12 million users on more than 650 websites (Grono.net, Kobiety.pl, Rzeczpospolita.pl, eGospodarka.pl, GazetaPrawna.pl, CKM.pl, Gry-OnLine.pl, Wizaz.pl, JoeMonster.org, MTV.pl, Viva-tv.pl, AOL.pl, Gery.pl, Fotosik.pl, SMS.pl, Pino.pl and many more).
In Romania, they reach 8.2 million unique users every month with more than 151.000.000 page views.
The technical platform for Behavia is supplied by the German-based company nugg.ad. The system using Predictive Behavioral Targeting broadcasts an advertisement only to a group of users, who meet defined requirements (download profiles below). Such solution allows to provide user with advertisement that fits his needs, what makes it more interesting for him.
The project manager for Behavia in Romania is Marius Sutu and you can find below a study case for Dacia Duster and FashionDays:
- - Download – Study Case (RO) – DACIA Duster & Fashion Days – Behavia;
- - Download Behavia Profiles – 17 predefined targeting profiles (interesting to read, great profiles);
- - Download Behavia – General Presentation.
Congratulations to Marcin Wozniak, Calin Rotarus and Marius Sutu for launching Behavia in .RO!
I’m doing live blogging right now from a very interesting event hosted the International Advertising Association (IAA Romania) YP Chapter.
Dan Petre (Managing Partner D&D Research) is delivering a great presentation on insights, market research, tools and advanced techniques.
Also invited to speak this evening: Raluca Oprescu – Marketing Development Management Ursus Breweries and Sorin Psatta – Integrated Communications Director BBDO.
At a first glance, I’m almost sure that 2010 will be the year of media buying agencies in Romania.
The fragmentation is amazing and probably the client service and decent rebates will decide who will perform the best in 2010. One thing is for sure: the media agencies will have a head start when negotiating buying terms for this year.
I’m planning to write a post in a near future about the latest movements on the market and about the surprising situations we’ll encounter this year.
In a nutshell: although there is a very fragmented market (with more sales agencies in 2010), the number of high-traffic Romanian websites remains constant – so are the budgets
