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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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!

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    Irena-naslovna

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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

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    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

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Years of solid growth, disrupted by corona

The stable expansion of Central and Eastern European media markets continued in 2019, generating a regional growth of 9.8%, meaning that the total value of CEE advertising spending reached net 15.2 billion Euros. Digital spending has been increasing dynamically, slowly taking share from television, but the appearance of the coronavirus shook up even the steadfast markets.

21/09/2021
in Featured, News
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

weCAN, the network of independent advertising agencies of Central and Eastern Europe published its 6th annual report called CANnual Report on the 19th of November. The report features the detailed analysis of advertising markets in 15 Central and Eastern European countries with a focus on CSR-communication. Besides analyzing the development of the market in each CEE country through compiled data and articles by local experts, the report showcases articles by regional industry leaders such as Eszter Gyapay, Client Director of Kantar and Marija Tomac, Head of Communications and Storytelling of Greenpeace CEE. Although the report sums up the results of 2019, the coronavirus shook up the markets in 2020 so heavily that a short summary of the experienced rupture of each CEE market regarding the March-May period of 2020 was also included.

Steady growth in 2019

The report reveals that the past year meant economic stability for the whole region, the growing trend of the past 5 years continued, and advertising spending increased by 9.8%, reaching net 15.2 billion Euros in 2019.

The average share of media types within the whole spending pie also reflects the trends of past years very well: although television remains the favorite media type in most Central and Eastern European countries, it is slowly losing its share (43% in 2019) to the online segment that has been expanding dynamically, reaching the average of 34% of all countries. Looking at the total amount spent in the region, digital has already surpassed television in 2018, meaning in 45% of all advertising budgets (6.9 billion Euros) in 2019 were spent online, whereas only 37% was allocated to television. Print has been in a constant decline for years, while OOH and radio are keeping their positions.

Rising awareness – with limitations

The social awareness regarding environmental and social problems is on the rise: according data commissioned by the European Commission, the number of people who consider environment protection, climate and energy issues one of the two most important issues their country is facing at present grew by 80% over the course of just one year. This puts an increasing amount of responsibility on companies that are also expected to be a part of the solution, so local advertising experts assess where trends are heading in the CEE region.

Though the level of awareness differs from country to country, one clear division is visible along financial situation and social status: the segmentation of societies based on ESOMAR status shows that the better the quality of life in a country is, the higher expectations are about the ethical behavior of companies.

The financial angle of this support proves to be important in another aspect as well. The results coming from the two questions “It is important that companies act ethically” and “I would pay more for environmentally friendly products” are quite different. When sustainability requires financial sacrifice, it has 25% less supporters compared to the attitude when it is merely about an abstract moral commitment.

Companies in the Central Eastern European region, to where the notion of CSR was brought by multinational companies in the 90s have been supporting social causes since, but it still has more limitations than in the West. Due to “the socialist heritage, there is a general perception that social responsibility and social caring is the primary role of the government, thus the existing «corporate social responsibility gap» between the two European regions,” states Justyna Fijalkowska and Małgorzata Macuda in their study CSR Reporting Practices in Poland.

The CSR-programs of companies have targeted local causes such as the refugees of the Ukrainian-Russian conflict in 2014, the emigration of Bulgarian youth and the question of religion in Serbia after the Yugoslav Wars, but weCAN experts had unanimously experienced environment protection to be the most popular CSR-topic – until the coronavirus pandemic appeared. This shifted the attention to the healthcare system and frontline workers.

Rattled by the virus

The lockdowns initiated after the outbreak of the coronavirus pandemic worldwide induced new patterns of consumer behavior: staple food, hygiene products and health supplements came to the center of attention, and shopping habits drastically changed.

Circumstances played to the advantage of online channels: sales and content consumption skyrocketed, catalyzing the digital shift of the region during a record-breaking short amount of time: only a couple of weeks. The internet traffic soared during lockdown, and looking at the audience of the top 5 domestic sites, the average of the regional year-on-year growth in March-May was 5% (compared to 2019).

In terms of consumption time and the number of viewers, television was also a winner of this situation, the regional average growth-rate reached 16% in time spent watching TV (ATV). Age groups with the highest increase usually spend less time in front of the screen: children between 4-12 years and teenagers aged 13-17.

Shifting positions in advertising

The boom in media consumption did not reflect in the advertising market due to the exceptional uncertainty after the outbreak – regarding campaigns. Right after the lockdown, a major part of ongoing and planned campaigns was canceled or postponed, causing the regional advertising spending to shrink by 19% between March and May, compared to the previous year.

Not every sector was affected equally, FMCG, pharma and telco brands maintained their presence, while the event, tourism and automotive sectors drastically shrank, and those who cater online services and digital entertainment – along with manufacturers of detergents and disinfectants – strengthened their position.

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