MARKET STUDY

NACE CODES: 7311

Romania 2012-2020

ADVERTISING
MARKET - 2021

Disclaimer
www.virtualboard.ro The market study was conducted by SC Business Management Technologies SRL and is the exclusive property of the company. The company has made every
effort to ensure optimal data collection and processing but assumes no responsibility for any negative consequence or loss caused by certain decisions of the
beneficiaries, taken on the basis of the results of this study. The content may not be copied, disseminated, altered or published without the written consent of
the company.
Methodology: desk research (national and international databases, media, national statistics bodies, EUROSTAT etc.)
GENERAL DATA

TABLE OF CONTENTS THE REPORT IN NUMBERS

EXECUTIVE SUMMARY 3
I. GLOBAL MEDIA AND ADVERTISING INDUSTRY 2012-2020 5
1.1. Global media and advertising market change 2012-2020 5 Format: PDF
II. ROMANIAN ADVERTISING MARKET 2012-2020 7
2.1. References of the internal macroeconomic context 2012-2020 8 No. of pages: 54
2.2. Growth and structure of the advertising market 2012-2020 9
2.2.1. Television advertising 2012-2020 11 No. of charts: 50
2.2.2. Print advertising 2012-2020 13
2.2.3. Radio advertising 2012-2020 16 No. of tables: 25
2.2.4. OOH 2012-2020 18
2.2.5. Digital advertising 2012-2020 20
Period in scope: 2012-2020
2.2.6. BTL advertising 2012-2020 22
No. of companies analyzed: 10
2.3. Advertising market insolvencies 2012-2020 23
III. MARKET ANALYSIS ON NACE CODES 2012-2020 24
No. of company profiles: 7
IV. ROMANIAN COMPETITIVE ENVIRONMENT ANALYSIS 2012-2020 33
4.1. Competitive environment 34 Methodology:
4.2. Competitive environment – Top 10 advertising agencies 39
desk research (national and
V. CONSULTING ANALYSIS 46
5.1. Value chain analysis 47
international databases,
5.2. Porter analysis 48 companies operating in the
5.3. PEST analysis 49 sector, national statistics bodies)
5.4. Factors of influence 50
5.5. Managerial recommendations 51

CONTACT: vanzari@virtualboard.ro; Phone no: 0723 627 200

 REPORT STRUCTURE
A MARKET DYNAMIC CHARTS (selection)
Presentation of the previous development and the change rate of the analyzed market
(worldwide and by geographic region) CHARTS
Global market value
Global market structure Macroeconomic indicators
Market value in Romania
Domestic macroeconomic factors that influence the target market
Romanian market structure
Presentation of the main market segments Market segments’ dynamic
Market shares of the main players
Competitive environment

B COMPETITIVE LANDSCAPE CHARTS & TABLES (selection)

Top 10 market players presentation (2020 turnover criterion) CHARTS
Turnover/employee & Net profit/employee dynamic for each of the Top 10 companies The weight of each company in the cumulated
turnover of the Top 10 players
analyzed (2012-2020) Net profit margin of the Top 10 players
Company profile for the Top 10 market players (company background, non-financial Turnover & Net profit / employee change
data presentation, key financial ratios dynamic) TABLES
Financial indicators calculated and interpreted for 2012-2020 for each of the Top 10 Turnover dynamic (2012-2020)
companies (turnover, net profit, total debt/total assets, total number of companies, Turnover / employee change
Net profit / employee change
number of employees, net profit margin)
Key financial data 2012-2020

C MARKET ATTRACTIVENESS ON NACE CODES

For a deeper market research, an analysis on NACE codes was made, based on the total values at national level (total companies that have
registered the activity as core business). It is a thorough review where financial indicators such as turnover, net profit, total debt/total assets,
total number of companies, number of companies with losses / profits, number of employees, net profit margin are calculated and interpreted
for 2012-2020. The companies were structured in 13 groups by turnover criterion.

D GENERAL MARKET ASSESMENT

These sections includes management consulting analyzes useful in determining the attractiveness of the studied market
In the Value Chain Analysis each segment of the value chain is presented, with players name and segment average profitability,
providing the overall image of the entire economic flow
In the PORTER Analysis are presented the most important factors that influence the market along with an assesment of their strength
PEST Analysis presents the main factors that influence the decisions, strategies and objectives of companies operating in this sector

CONTACT: vanzari@virtualboard.ro; Phone no: 0723 627 200

VIRTUALBOARD GENERAL OVERVIEW

VirtualBOARD in numbers VirtualBOARD services

Development of business reorganization strategy/
1
40 national market studies, 10 regional repositioning, with prioritization of stategic initiatives

1 market studies, 50 sectorial researches,

detailed for 182 economic subsectors
(grouped by turnover criterion)
Informational reference for over 100
published articles; 30 market analyses
2 and 15 national economy rankings
published by Ziarul Financiar (Corporate)
Sistem of over 500 KPIs, grouped on 10
functional areas and 35 industries
3 Set of ~60 managerial reports to monitor
activity in all the functional areas of a
company
Benchmarking ratios for the most
important 160.000 Romanian companies,
4 for 2012 - 2020, grouped on industries/
subindustries and turnover size.
2 PMS implementation (performance management system for
employees) - to align employees’ behavior to target strategy
Profit and cost centers analysis; grouping expenses on
3 cost/profit centers and drawing up systems and procedures for
an ongoing profitability analysis
4 Business plans draw up, adapted to old/new business model,
current industry situation and company’s strategy
PMO set up and implementation (tools and procedures for
5 managing internal projects), for a more efficient resource
allocation
6 Interim management services for up to 1 year - for key
managerial roles; co-management; board – member position
7 KPI system definition and implementation, for performance
monitoring of all functional areas, departments and employees
Business risks and competitive position assessments;
8 contingency planning and strategic recalibration
Management reports and Dashboards at business
9 unit/functional area level, including reporting procedures

CONTACT: vanzari@virtualboard.ro; Phone no: 0723 627 200

AVAILABLE REPORTS

NO. ROMANIA NO. ROMANIA NO. ROMANIA NO. REGIONAL STUDIES

1 Real estate 14 IT 27 Luxury 1 Grain

2 15 28 2 Tourism and
Beverages industry Building materials Legal services
hospitality
3 Electrical energy 16 Insurance 29 Telecommunications 3 Passenger & Cargo
transportation
4 Pharma distribution 17 Construction 30 Tobacco 4 Dairy
Meat production and 5 Meat production and
5 Pharma production 18 Gambling 31
processing processing
6 Food & Beverage 19 Grain 32 Publishing 6 Textiles

7 Media 20 Furniture 33 Recruitment and 7

executive search IT

8 Advertising 21 Automotive 34 Retail 8 Telecommunications

9 Textile industry 22 Fuel distribution 35 Private healthcare 9 Construction

Cargo
10 23 Food imports 36 Training 10 Private healthcare
transportation
Passenger Audit and accounting
11 24 Dairy 37 11 Pharma distribution
transportation services
12 Travel and Tourism 25 Leasing 38 Mgmt. consulting 12 Retail

13 Infrastructure 26 Fruits & Vegetables 39 E-commerce 13 Furniture

CONTACT: vanzari@virtualboard.ro; Phone no: 0723 627 200

26.08.2021