In 2016, advertising revenues indoor, cinemas, radio and magazines grew faster than the overall advertising market. Revenues outdoor industry grew at the same pace as total advertising less per year earned television and newspapers.
In the period from January to December 2016. traditional media (without internet) earned from ads zł 31.4 billion – according to a report prepared for Kantar Media Wirtualnemedia.pl (card data without discounts). It was 3.3 percent. more than in 2015.
Most of the time earned television, in which marketers spent 15.9 billion zł. Spending on TV but fell year on year by 3.4 percent. Of the remaining off-line media advertising revenue decline in 2016 to 2015 they recorded the newspaper. Their influence declined by 5.1 per cent., To 1.5 billion zł.
The largest increase in advertising revenue in 2016 was compared to 2015 indoor. Expenditure on these ads increased by 35.2 per cent., From 40.8 million to 55.2 million zł zł. About 23.2 per cent. more advertisers released in theaters – more than 1.9 billion zł. Also increased investments in radio – by 13.7 percent. (Up to 6.2 billion zł) and warehouses – by 12.7 percent. (Up to 4.2 billion zł).
In turn, the ads that appeared in 2016 in the outdoor advertising media were worth 1.6 billion zł, or 3.4 percent. more than a year earlier.
TV grows more slowly than the market average. In programmatiku become widespread header bidding
Magdalena Kolenkiewicz, Director General media house Starcom Poland (owned by Publicis Media), in an interview with Wirtualnemedia.pl predicts that in 2017 we will see a continuation of the trends outlined in the previous year.
– For the first time in a long time, the most important medium of television Poland grew slower than the market average. Moreover, the share of television advertising investments declined and after the third quarter of last year already accounted for less than 50 percent. the entire market. In my view, the dynamics of spending on TV will remain stable, but in this channel of communication, will gain even more importance on the custom activity, such as product placement. I think the broadcasters should not only look closely at what their competition is doing in the field of online video, but also to respond quickly to the expansion of global and local competitors producing video content for the Internet – underlines Magdalena Kolenkiewicz.
Also points out that another year in a row spending will grow on the internet – mainly due to spending on Programmatic increasingly using the DMP-type platforms and online video – Within programmatiku we also expect the so-called spread. biddingu header, which is something that the West has become a standard. Publishers in this model have more control over monetization of advertising space. So it will be more willing to share in auto sales, and from the point of view of advertisers is of particular importance in the case of a premium advertising formats – says Magdalena Kolenkiewicz.
He adds that one should expect further declines in spending on advertising in the newspaper segment, the dynamic development of cinema advertising and stable, a few percent increase in outdoor advertising. For the latter will be the engine of growth in demand for premium media and the growing importance of DOOH media.
Magdalena Kolenkiewicz in an interview with Wirtualnemedia.pl admits that it is currently difficult forecasts for the advertising market in a precarious economic situation and the lack of predictability in the legal system. Notes that the impact of the economic data and legal context for the advertising industry was already seen last year – a slowdown in economic growth translated into declines immediately on the growth of advertising. According to the report Starcomu increase in spending in the third quarter was already only 1.8 per cent, while in the first half of the year recorded an increase of 2.9 percent.
– Tax on bank significantly contributed to the decrease in advertising expenditure of the financial sector, which recorded last year almost 18 percent. decline in investment. Still, we hear about new legislative initiatives – even the limitations of advertising of medicines and supplements, the prohibition of the distribution of OTC trading in non-pharmacy, or the prohibition of participation of children in advertising. All this can have a significant impact on the condition of the market players and expenses in the year 2017. Independently of real change, the sheer uncertainty of the legal and economic conditions may negatively affect sentiment and marketers tend to spend more. You have to remember also that in 2017 there will be large-scale sporting events on the Euro or the Olympic Games, and they are always a positive effect on investment in advertising. Rather, so do not expect in 2017 a significant increase in the advertising market and, more bluntly, I’ll be pleasantly surprised if you do not finish decline – says Magdalena Kolenkiewicz.
According to the head of analysis Starcom Poland, therefore, that the issue of tax for commercial networks has been pushed back to 2018, it is expected that trade will continue to be the sector with the largest spending. Pharmaceuticals sector investment will depend heavily on whether the changes will come into force and what will be the legal kind. – If there is a restriction, spending will fall significantly, and also can change the media mix of the sector, which is currently very much “TV”. Limits on advertising minutes break for the pharmaceutical category will result in the transfer of spending in this sector to other media, and that it is the second largest sector of the market, it can also greatly change the entire picture – adds Magdalena Kolenkiewicz.
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