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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry

Goal of the CANnual Report is to help companies operating in the CEE region get familiar with communications trends and have a detailed description of the advertising market in each country

27/10/2017
in News
4 min read
CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry 5

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

weCAN, a network of independent communications agencies of Central and Eastern Europe has recently published its annual report about the advertising market of the region. The 300 pages long publication called CANnual Report is out for the third time now, pursuing the same goal as in previous years: to help companies operating in the CEE region get familiar with Central and Eastern European communications trends and have a detailed description of the advertising market in each country.

The context of the CANnual Report 2017 is CEE countries’ social, political and economic system, which in many aspects differs from that of more developed countries. The report reveals the effects of these factors on local advertising industries, examines advertising markets based on different data, and assesses their digital development relying on selected indicators.

Besides analyzing 14 countries – Bulgaria, Czech Republic, Estonia, Croatia, Poland, Latvia, Lithuania, Hungary, Russia, Romania, Serbia, Slovakia, Slovenia and Ukraine – individually, it provides a general overview of the region. It reveals that the total advertising spending in Central and Eastern Europe increased its value from 9.9 billion EUR to 11 billion EUR in 2016.

It points out that television is still the strongest medium regarding the advertising spending in the majority of the CEE markets, led by South-East European countries where high advertising spending is coupled with high audience figures.

CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry 4

However, the main driver of growth in line with Western trends is digital advertising. Last year, the proportion of digital ad spending grew by 5% within the advertising pie, being the only media type that could attain growth compared to the figures of 2015.

CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry 3

The Czech Republic remains the digital king of the region. Internet penetration is the second highest here (83%) and Czech advertisers spend almost half of their budget on digital advertisements. The Czech Republic is followed by other V4 countries, Russia and Lithuania. In Russia – the land of 100 million internet users – advertisers spent nearly 1.8 billion EUR on online ads last year, that is more than the overall ad spending of the Czech Republic for 2016 (including all media types).

CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry 2

It comes as no surprise that the most powerful advertising markets in the region are the Visegrad countries with their solid online segment and the South-Eastern-European states with their extraordinarily strong TV market. This is reflected also by the weCAN Ranking, an index developed by the advertising professionals of the weCAN agency network. The ranking reveals whether the advertising market as an economic sector is stronger or weaker than what the overall economic performance of a country would suggest.

The strongest countries of the list are the V4 and Balkan states with two exceptions: Russia and Ukraine. Following the recession, the economic performance of Russia has started to increase in 2016, and the GDP has increased by 1.5% in Ukraine as well, for the first time since the beginning of the crisis. However, the ad industry strengthened more radically in both countries compared to these figures. Russian advertising spending grew by 11% and the Ukrainian did by an astonishing 27% compared to 2015, the latter currently being one of the greatest growth rates in the region. This is reflected in their newly acquired positions in the ranking: Russia has advanced 3 places and Ukraine 5 places in just one year.

CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry 1

The global giants Facebook and Google have become significant contributors to the growth of digital advertising spending in Central and Eastern Europe, too. YouTube’s user base grew the most rapidly last year. While the number of new Facebook users grew by 3-5% and that of Instagram grew by 5-10%, YouTube managed to end up with a 10% growth in almost every country. Hence it can be concluded that video consumption in the CEE region strengthens not only in terms of intensity but the number of video consumers as well.

CANnual Report 2017 brings a comprehensive guide to Central and Eastern Europe’s advertising industry

While the popularity of big, foreign social media platforms grows constantly in each CEE country, the popularity of local networks is in decline. Among the non-Western social media channels, VKontakte – popular in the ex-Soviet countries – suffered the greatest loss as it was blocked in Ukraine from one day to another by Petro Poroshenko, the President of Ukraine, for national security reasons. Before that, VKontakte had been the most visited social media channel in the country – 13 million people used it on PC only – so after the sanction was passed, an actual exodus started to other social media channels by individual users and brands alike. Their primary destination was Facebook: in the two weeks after the blocking of VKontakte, 1.5 million people registered to the platform.

This year the CANnual Report focuses on content marketing and influencer marketing trends in the region. It reveals which brands and sectors use the available toolkit of content marketing in the most visible way, reaching a target audience of tremendous size, and, as a result, bringing content marketing to the level of mainstream advertising formats. It also presents professionals who were pioneers of the influencer marketing industry on their respective markets and reveals the most popular influencers of each country.

The report can be downloaded for free from http://cannualreport.wecan.net/ make sure to check it out.

Tags: CANnual ReportContent MarketingDigital Advertisinginfluencer marketingweCAN
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