Indoor advertising market is worth some €3 mln

Indoor advertising attracted less than 5 percent of Romanian advertisers’ budgets in 2006, according to the Managing Director of the Elevate indoor media agency, Tudor Maxim.

Internationally, indoor advertising is considered to be the most efficient form of non-conventional advertising, due to its large impact, since no other factors impact on the message reaching its target.

Monopoly Media, the largest player on the indoor media market, posted €1.5 mln in net sales in 2006. The agency placed a network of plasma screens in commercial centers, malls, drugstores, and hotels, which also works as a closed-circuit television network.

Indoor Media, which ranks second among top indoor media companies, entered the media agency market in August 2004, and became a part of the MediaPro trust in April 2006. The company places advertisements in about 200 locations, in university campuses, fitness clubs and movie theaters and its net sales exceeded €670,000 in 2006.

The Oops Media agency found its niche in 2000: restrooms. The agency currently owns display spaces for messages in over 400 restaurants in Bucharest and a further 300 spaces throughout the country. It was the first agency to focus on adjusting the message to the environment.  

The Brand Management media agency, founded in 2004, which posted net sales of €400,000 in 2006, estimates €1 mln worth of business by the end of 2007. According to company officials, Brand Management is the largest indoor media agency specializing in posting advertisements in business centers and malls.

Elevate Media and Invent Media have been competing on the elevator advertising market since 2005. They say this location means less money for their clients and a larger impact on the target public.

Markets 
The development level of indoor advertising market is rather similar in Romania and Bulgaria, while all the other countries in the region are far behind on this market sector.