Brand Management, operating on the Romanian market in indoor advertising, invested over EUR 100,000 in its advertising infrastructure’s modernization and sustainability. In 2021, the company also recorded a significant increase in its campaigns portfolio (87%).
This came as a consequence of both the market overcoming pandemic limitations and the brands maturing their advertising patterns. Clients from the telecommunications, fashion and jewelry industries have pioneered indoor publicity, are benefiting from its results and stay loyal to it. Recently, big players from the finance and banking arena or FMCG have also stepped in with 2-3 campaigns per quarter.
„Brands are attracted by consistent and constant foot traffic in indoor areas and benefit from the proximity between their publicity and the potential client making the purchase decision. Consumers are back in malls, hypermarkets and gyms, while the brands’ budgets for advertising are getting back to the pre-pandemic level; all that brings a lot of opportunities. We are constantly coming up with innovative solutions for advertisers, we adapt to every campaign, to every partner and location in Bucharest or outside”, stated Laurențiu Jiga, founder and Brand Management Managing Director for CEE.
Ecology and sustainability have become important causes for most of the industries and, counting on a continued growth of their business and on active portfolio expansion in the coming years, Brand Management is upping its investment in those directions: “We overcame the pandemic, but times are not easy. We are noticing the changes, we understand them and we try to be anticipative when it comes to their effects. We have started by replacing the lighting systems, which led to an immediate 40% drop in electricity consumption. This year, we actually transitioned to green electricity from PV panels for our offices. Moreover, we have been closely examining the market and we chose sustainable providers to help us build our new advertising displays. At present, even printing is done 30% on recycled materials, and we are trying to convince more clients to choose green“, Jiga added.
Malls and hypermarkets are still hosting most of the campaigns (over 92%), but indoor advertising is regaining visibility in office buildings, gyms and health centers as well. Classic displays (panels, hangers etc.), providing continuous display of the ad (24/7), are still preferred over digital panels (with looping display). The latter are gaining ground every year, but remain at 10% of all campaigns, which ranks the local market behind European average (30-40%).