Bogdan Gavrila – Core Target

Last week I found out a positive piece of news regarding mobile advertising in Romania.

Starcom Direct (part of Starcom MediaVest Group) won one of the prizes in the Vodafone – Mobile Advertising Campaign of the Year contest (London) with an interactive campaign for the new Renault Megane.

The campaign, “Noul Renault Megane“, presented a fun, unique media mix involving online, mobile, bill insert, direct mail, e-mail and advergaming.

Congratulations to Mircea Gheorghe and his team.

SATI: Romanian Online Advertising – Market Overview

Here are 14 points underlining the main players on this market in 2009. Since some people might consider the list below “a top”, I must say that it is only a list and it is based on our INTERNAL RESEARCH. For example, the large public found in May that Boom was split in two (Trade Ads/Netbridge Investments). In fact, they were working under the new structure for quite some time.

We also tried to point out the cases where clients are given access to a 3rd party adserver/report because transparency is a very important thing on a very young  market. But the main idea of this post is to point out the fragmentation of the market in 2009 (I wrote this because some of my colleagues in the industry are very competitive and often like to start endless debates):

Continue reading ‘SATI: Romanian Online Advertising Market – 2009 Fragmentation Map’

1. Check out the opening at Intact Interactive;
2. Details on StudentCV.ro.
3. Marius Ghenea promoting the Internship program:

Media spending in Romania (PwC estimates):

2008: est. 869 mil. USD
2009: est. 755 mil. USD
2010: est. 725 mil. USD
2013: est. 917 mil. USD

[details...]

One good news: Delta Air Lines introduced a few days ago a direct flight Bucuresti – New York and New York – Bucharest.

Airline ticket: 498 EUR (2.192 EUR for business class).
Flight info: only 10 hours, Boeing airplane, lands at JFK.

Viral subliminal campaign for clients trying to buy branding with cpl

Every relationship has a story. “The Vendor Client Relationship” is a story that connected with more than half a million viewers in less than 14 days. When a story goes viral, it is finding a truth, touching a nerve or making people laugh. That’s what we do. It’s come as a surprise to many that this very viral video was created in Indianapolis, Indiana. It was. And that’s another story. Details here…

-Real GDP contracted by 6.2% yoy in Q1 2009 and by 4.6% compared to Q4 2008 (RZB);

-ING forecast update for Romania’s growth rate from -3,5% to -7,1% yoy (construction -13,7%; industrial production -10%; retail -10,3%);

-Investments fell by just 0.3% yoy, but they decreased by 7.1% compared to Q4 2008 (RZB);

-Q1 overall est.  media consumption (yoy): print (-60%), TV (-40%), Internet (-50), Outdoor (-80).

-Household consumption (-12.3% yoy and -0.5% qoq) and changes in inventories had the largest negative contribution to the annual GDP growth rate.

-The cherry on the cake – Pieter Wessel, Deloitte.

I was honored to be a mentor in JCI’s (Junior Chamber International) young entrepreneur contest this year. My mentee was Teodor Mincu and happy to say that his business plan was ranked no.1 in the national contest and that he won the grand prize.

The competition showed that the idea is not the only important thing when starting a business and I’m really excited to see that more and more Romanian entrepreneurs are building business plans before starting the actual deals.

Congratulations to Teodor (Doru) and to JCI Romania. Doru’s plan is to create an online social network that will change Romania, will improve life of millions of people and, hopefully, will save lives.

Continue reading ‘JCI Business Mentorship – Best business plan rewarded grand prize in the contest’

If you’re not familiar with PPR Group, you probably know some of their global brands like Gucci, YvesSaintLaurent, Sergio Rossi, Boucheron, Bottega Veneta, Alexander McQueen, Stella McCartney, Balenciaga or Puma.

Yesterday they released HOME, a story pointing out the environmental issues we face today – more than a movie, HOME was a major event all over the globe: for the first time ever, a film was released on the same day in over 50 countries and on every format: movie theatres, TV, DVD and Internet.

Directed by Yann Arthus-Bertrand, produced by Luc Besson, music by Armand Amar. Must see in FULL HD (details here)…

Last autumn we started to work on our strategy and we spend more than 2 weeks gathering business information from the industry and estimating the market we operate in.

After heavy fights and very long nights in Ficusului Blvd. with Gabi and Magda, I tried to convince them that it’s not impossible to obtain the right figures in a stable market like Romania. Of course, everything was based on open source information and on our skills and understanding of the local market.

This is how we prepared a SWOT analysis focused on top 10 online advertising companies operating in Romania (market share and revenue share).

Tonight I checked again this document and I saw it was last saved on 27th of October 2008 – in the beginning:

Sheet 1 – 1. The market we operate in

Market size 2008 (€ MM):    20,0

Our key competitors: [...]

I know this is funny for Magda and Gabi but after 7 months, IAB & PWC prepare to publish their official report regarding the online advertising market in 2008. Their figure: 20 € MM.

Having this information 7 months ago was priceless. Many of our partners estimated 12 or 15 € MM and we like to believe that we helped them in order to better understand the local online advertising market.

I have a new section on my blog starting with today. The idea came to me last night after a heavy storm in Bucharest – there were hundreds of OOH banners hanging around and will probably take days to redecorate or clean up. This is sad for some advertisers since this weekend they need to have exposure

Here is my first post and I’ll try to think of 100 reasons for running online advertising.

No.1 – banners remain online after a rainstorm

• - your online banner will never block public traffic (trams, buses, trains, etc);
• - no cleaning required;
• - easy to implement (less than 60 sec, you don’t need a big team, climbers, etc);
• - online banners are water resistant (basically, resistant to all weather conditions);

Financiarul has a new online version that you can check out at www.financiarul.com (cheers Gusti).

The newspaper offers daily financial news and is published by Media Casa Press (part of INTACT Media Group).

The online advertising on Financiarul.com is managed by INTACT Interactive.