2013 proved to be a very dynamic year with major structure changes. The OOH law has been voted but will be in force from October 2015. The main networks, Euromedia and Affichage resold shares, having now new owners. The Bucharest outdoor panel pool registered a significant increase, being driven mostly by independent local investors who persevered in expanding their networks.
The OOH market registered a 4% decline in 2013, with a total spent of 28 million euro.
The main changes are still to be found in the industry most important takeovers. Starting with the 1st August 2013, APG SGA SA, the main owner for Affichage sold its shares to its CEO, Rene Rosenberg who further sold 60% of the company to several Romanian investors.
Epa Media was sold by JoJ Media House to a Romanian Investors Group. As a reminder, in 2012 JoJ Media House bought the entire Epa Media network from Raiffeisen. They sold the Bulgarian branch to a local player and in Hungary to JC Decaux. The Romanian subsidiary followed in 2013.
Considering the above changes, we estimate the following ranking in market share for the top 5 vendors:
- EpaMedia – 24%
- Affichage Romania – 17%
- Clear Channel – 13%
- News Outdoor Romania – 12%
- Others – 34%
The smaller players kept on building-up their Bucharest and national networks. The most dynamic ones are : Universal Solutions, New Age, Way Media. Spectacular Group of Companies, despite some public animosities, continues its major contract with Metrorex.
On Digital Outdoor, Phoenix Media has been expanding its TV-screens network by creating 10 new locations in Bucharest, thus taking the leadership in this segment. Some of the old screens were replaced with new supports with modern technology.
Cross-media Special Projects
The main trend in the industry is represented by transformed classical supports enhanced with modern digital high tech devices. One of the most remarkable projects was implemented by Orange with the “Orange Orchestra “campaign: as an advanced technology endorser, Orange aimed to present people with the astonishments of advanced technologies and its diversified purposes, to convince them to make a difference in their lives using modern technology. Conducting an Orchestra requires real-time communication between the amateur conductor and musicians through his arm gestures. Orange enabled the “live” interaction between conductor and orchestra (in different locations), through an internet application & a motion sensing technology device.