Market value of internet advertising increases

Total market value of internet advertising for last year in Serbia is estimated to more than EUR 12,2mn, while in 2010, this amounted to almost EUR 9mn. The figure represents growth of 36,12 percent, as showed in the report results Adeks 2011, published by Interactive Advertising Bureau (IAB) Serbia. Market value of internet advertising increases The biggest growth was marked in the category of display advertising, meaning advertising in the form of banners on the web sites, and branding of backgrounds – 54 percent, with which this advertising segment contributes to the total market value with 57 percent. Executive director of IAB Serbia, Gabrijela Stjepanovic, explains for Danas that advertising on internet browsers also experienced big growth (36 percent), “out of which absolutely dominating on Serbian market is Google browser“. When it comes to mobile advertising, this market in 2011 is estimated to only EUR 50.000, but its further growth is expected, due to the great popularity of smart phones. Online advertising in Serbia for the last couple of years marks higher population, so in 2011, its growth is above European average (14.4 percent), and the average of the CEE (Central and Eastern Europe) which marks growth of 19,7 percent. Even in the period of economic crisis, when the companies as a rule reduce their marketing budgets, internet is being perceived as a communication channel which gives concrete and measurable results, which can be easily optimized in real time, thus generating maximum return of the invested funds – Stjepanovic points out. According to her, the biggest argument of high popularity of online advertising represent the fact that around three million of medium or highly educated people in Serbia that make decision on purchase, spend significant part of their time in the activities connected with internet. The data used in this report result from calculations, research and assessment of the professional team of IAB Serbia. Covered market segments include the following categories: display advertising, advertising on browsers, paid ads and listings, mobile marketing, as well as marketing on social networks, email, etc. – Stjepanovic concluded. Internet advertising in Serbia for the last couple of years marks annual growth from 30 to 50 percent, which places our country in the row of developed European countries in this field. Although five years ago, internet had less than 1percent of share in the total media advertising in Serbia, according to the data of AGB Nielsen Agency, in the last year alone, it reached almost five percent. (AlexDixon/Flickr) Danas

Market value of internet advertising increases

The biggest growth was marked in the category of display advertising, meaning advertising in the form of banners on the web sites, and branding of backgrounds – 54 percent, with which this advertising segment contributes to the total market value with 57 percent.

Executive director of IAB Serbia, Gabrijela Stjepanović, explains for Danas that advertising on internet browsers also experienced big growth (36 percent), “out of which absolutely dominating on Serbian market is Google browser“. When it comes to mobile advertising, this market in 2011 is estimated to only EUR 50.000, but its further growth is expected, due to the great popularity of smart phones.

Online advertising in Serbia for the last couple of years marks higher population, so in 2011, its growth is above European average (14.4 percent), and the average of the CEE (Central and Eastern Europe) which marks growth of 19,7 percent. Even in the period of economic crisis, when the companies as a rule reduce their marketing budgets, internet is being perceived as a communication channel which gives concrete and measurable results, which can be easily optimized in real time, thus generating maximum return of the invested funds – Stjepanović points out.

According to her, the biggest argument of high popularity of online advertising represent the fact that around three million of medium or highly educated people in Serbia that make decision on purchase, spend significant part of their time in the activities connected with internet.

The data used in this report result from calculations, research and assessment of the professional team of IAB Serbia. Covered market segments include the following categories: display advertising, advertising on browsers, paid ads and listings, mobile marketing, as well as marketing on social networks, email, etc. – Stjepanović concluded.

Internet advertising in Serbia for the last couple of years marks annual growth from 30 to 50 percent, which places our country in the row of developed European countries in this field. Although five years ago, internet had less than 1percent of share in the total media advertising in Serbia, according to the data of AGB Nielsen Agency, in the last year alone, it reached almost five percent.