Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Croatian Association of Communications agencies (HURA) at the recently held Days of Communication in Rovinj presented the HURA AdEx 2017 report, referring to ad spend in the primary communications channels and the assessment of investment in advertising at major TV stations, major publishers and their internet editions, radios, major outdoor providers, and general online advertising.
According to HURA’s estimates, in 2017 advertisers spent a total of 1.473.000.000,00 HRK (cca €200 million) on lease of advertising space in primary communication channels. This is 1.4% less than in the previous year, and the biggest reason for this was the crisis of the big regional player, the Agrokor group, whose earlier share in the total ad spend was estimated at between 8-9%. Although, after four years of continuous growth, the market fell slightly in 2017, in the first quarter of 2018 there was a promising increase in the level of investment and the number of activities.
In 2017 increase was recorded in the investment in online media buy. It is estimated that the share of online advertising has increased and now amounts to 17% of the total investment in the media. This share however is likely higher, but it is difficult to estimate it since advertising data for Google search and social media is not available, and this buy usually takes place without involvement of traditional agencies.
With the rise of online advertising, the trend of declining advertising in the newspapers continues. However, print media publishers have recognized the changes in consuming habits among readers very early, and have focused their investments on content distribution through their own Internet portals. Online distribution of content is increasingly present in TV houses as well, which, along with their informative and other portals, are strategically thinking about developing and monetizing online distribution of their video content. Outdoor advertising investments are stable due to the wide reach of the medium, but also the appearance of new ad surfaces that offer video ad format through displays in shopping malls and pedestrian zones in urban centers.
Božidar Abramović, head of the HURA’s Media Section, said: “Throughout the next three years investment in advertising will follow the trend of content consumption. We expect the share of investment in online media to grow, as well as rise in investment in outdoor advertising due to its wide reach, all due to the significant fragmentation of other channels. Ultimately, investment in advertising will surely increase due to increased number of channels and special formats, each of which will have their own target audience. The investment ratio among channels will be changed in favor of those which will be able to provide the required reach, depending on the type of message and target group of the advertiser. In the near future, although online investment will continue to grow, TV will continue to command the largest share.”
The presented data relate to the estimated net-investments in ATL advertising per type of media, in million of HRK, and according to the expert estimates of HURA’s Media Section. The assessment does not include costs of creative, production and special formats. Primary source of information for this report are media agencies that are HURA members, and agencies MediaPuls (IpsosPuls) and AGBNielsen.
More information on the AdEx 2017 can be found at HURA’s website.
