Neogen, the largest Romanian web portal, intends to become a strong player on the online advertising market. Its target for 2008 is a 25 percent market share in this segment.
“Neogen is not presently an important player in online advertising. I estimate our market share to be about 10 percent on a €5 million market in 2006 and expect this to reach €8 million this year,” Neogen General Manager Calin Fusu told Business Standard.
He added that the online advertising market is rapidly increasing year-on-year. This is due to the fact that traditional media is gradually losing its audience to online media. “Obviously, advertising budgets are following suit,” he added.
The main players on the Romanian online advertising market are currently Boom, with a 29 percent market share, Arbomedia, with 28 percent, and AdEvolution, with 21 percent.
Neogen is however an important company on the local online recruiting market, estimated at €3 million in 2007, with a 60 percent market share. Its main competitor is recruiting website eJobs.
“I am aiming to turn Neogen into the regional recruiting and advertising market leader,” Fusu said. Neogen targets a 50 percent share of the two online markets, by increasing the audience for all services we provide, and then to have earnings from the audience gained, he added.
Fusu said he is also considering new acquisitions to develop his business. The company has already purchased the
faces.md and colegi.ro web sites.
Neogen’s General Manager recently sold a Neogen minority share package to two investment funds, U.S.-based
Tiger Global Management and Dutch-based Wouwer.
Enlargement
The company also operates in Bulgaria and Serbia, where its recruiting market shares are 10 and 40 percent repectively. Fusu eventually wants Neogen to become the largest player on the regional internet market (Serbia, Bulgaria, Romania and the Republic of Moldova).
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