Izazov 2016 MacedoniaFilip Dimitrov - New Moment Skopje

TOTAL INVESTMENT IN MEDIA 2015 IN MACEDONIA

There is no official info, but according the estimation of our agency the total media budget for 2015 is around 40 million EUR.

BUDGET SPLIT ON DIFFERENT MEDIA 2015 MACEDONIA

TV 24.400.000

Radio 2.100.000

Print 5.400.000

Web 2.000.000

OOH 6.500.000

*From the online budget we estimate one quarter (cca

500.000 EUR) are spent on social media (mainly Facebook).

BUDGET DEDICATED BY COMPANIES FOR DIGITAL AND MOBILE?

•In general, not enough.

•Our estimate is cca 2.000.000 EUR go for digital media.

•Larger part of the companies advertise on Facebook by themselves, without a clear strategy.

• Unfortunately, all portals were not included in the Gemius analysis. The data was not complete and credible, therefore a larger part of foreign companies did not show faith in spending more of their budgets online.

TOP 10 ADVERTISERS ON THE MARKET IN 2015 AND INDUSTRIES WITH LARGEST BUDGETS

• GOVERNMENT OF RM

• TCCC

• PROCTER & GAMBLE

• MAKEDONSKI TELEKOM

• VMRO - DPMNE

• PIVARA SKOPJE

• MAGRONI

• CHIPITA

• VIP

• ONE

• UNILEVER

• NON-ALCOHOLIC BEVERAGES

• GOVERNMENTAL PROJECTS

• DRUGS & MEDICINE

• ALCOHOLIC BEVERAGES• CONFECTIONARY

• MOBILE TELEPHONY

• DETERGENTS

• COFFEE

• TELECOMMUNICATION COMPANIES

• POLITICAL PARTIES AND ORGANIZATIONS

• BANKS AND FINANCIAL SERVICES

SO WHAT IS THE CHALLENGE IN 2016 OF OUR INDUSTRY?

Our industry, in general seeks people’s attention.

On one side we create content in order to attract attention.

On the other side we place the content where people’s attention is.

Since content is not today’s topic, let’s talk how we evaluate where to

put our message.

We try and find out how much of our target is watching a TV show,

reading a magazine, visiting a portal, listening a radio station...

...and then we go and pay them to place our content.

And there is nothing wrong with that.

OR IS THERE SOMETHING WRONG?

We measure a lot of things, like AWARENESS, RATINGS, CLIKS,

VIEWS, ROI, PRICE and many other things.

BUT DO WE HAVE A MEASURE FOR KITSCH?

DO WE MEASURE BAD TASTE?

Before we continue, I would like to introduce you to the reason why I

am talking about this today.

What is kitsch?

Bad content, on high places.

MOST VIEWED TV CONTENT 2015

Definitely a larger amount of our ad budgets have been spent on

supporting kitschy media & content.

So, by doing our job “professionally” we do damage to the society. We

promote and support “cheap” content, thus promote bad values to

my daughter.

And the real challenge is to look away from facts and figures at least

for a moment...

Try to persuade our clients to invest away from kitsch (at least partially

for starters)...

And make better things, more beautiful things visible to my

daughter.

THANK YOU