AMA rozhovor: Aktuálny pohľad COMvergence na slovenský trh mediálnych agentúr.

AMA od minulého roka úzko spolupracuje so spoločnosťou COMvergence, a to aj pri tvorbe lokálneho rebríčka AMA agentúr. Zaujíma vás, ako sa vyvíja slovenský trh mediálnych agentúr v porovnaní s regiónom CEE. Alebo aké trendy budú v najbližších rokoch ovplyvňovať fungovanie agentúr a spoluprácu s klientmi. Odpovede na tieto aj ďalšie otázky prináša exkluzívny rozhovor s Ralucou Dumitrescu, regionálnou riaditeľkou COMvergence pre strednú a východnú Európu.

Rozhovor vám prinášame v pôvodnom znení.

Autor: Richard Kopuník, AMA

COMvergence recently published its New Business Report for 2024. What are the key insights from the Slovak media agency market?

Raluca Dumitrescu: In our latest report for 2024 one interesting highlight is that more local advertisers were on the move compared with the previous year. In 2023 only 29% of media spend reviewed was related to local pitches, whilst in 2024 the local media spend reviewed weighted 47% among total new business moves. This demonstrates a robust domestic client engagement along with Slovakia’s integrated role within larger multinational media strategies.

What would be a forecast for 2025 in terms of media reviews?

Raluca Dumitrescu: COMvergence predicts that 48 budgets have a high probability of being put out to tender in 2025/2026 (and by “high” we define media spends that have not being reviewed in the past four to seven years). This corresponds to a total budget of 155 M$ – 19% of the total market studied by COMvergence, which can be translated as a sign of an overall strong collaboration and long term partnerships between the media agencies and their clients.

How does Slovakia compare to other CEE markets according to your latest data?

Raluca Dumitrescu: According to the COMvergence Billings & Market Share reports from previous years, Slovakia stands out as being the second most dynamic country in the central European region in terms of market growth. In 2023, after the Polish market saw a 22% increase, Slovakia took the second place in the region with a 13,9% growth – which is a steady market increase, something that we have also seen in 2022: 9,8% and 2021: 11,1%). For the next Billings & Market Share report for 2024 (scheduled to be published in June) we anticipate percentages that will fit this 3 years trend for the Slovak market.

What are COMvergence’s latest offerings for its members?

Raluca Dumitrescu: There are two new offerings that have been launched recently. Firstly, the Benchmark Performance Index (BPI), which gives an overview of the media agencies and groups in a single dashboard including strengths and weaknesses analysis.

. This dynamic tool allows users to produce comparative data and objective assessments on media agencies according three main areas: Billings & Market Shares, New Business Barometer and Client Profile.

There is also the overview of the auditors: Pitch Consultants and Media Auditors (PiCo): a new tool with profiles of all the major pitch consultants.

What trends or disruptions should Slovak media agencies prepare for in the near future?

Raluca Dumitrescu: Agencies must anticipate increased client expectations for effectivity, measurable results, and innovative solutions. The rise of AI-driven tools and the continued evolution of programmatic advertising will significantly influence the market dynamics in Slovakia and across the CEE region.

From COMvergence’s viewpoint, what’s your outlook for the Slovak media agency market over the next few years?

Raluca Dumitrescu: We foresee continued growth and opportunity for both network-affiliated and local independent agencies. Success will come to those who effectively combine strategic agility with innovative, technology-driven solutions, catering flexibly to diverse client demands in an evolving market landscape.

Ďakujeme Raluce Dumitrescu a tímu COMvergence za spoluprácu a za možnosť priniesť tento rozhovor.

Informácie o službách COMvergence získate na ich stránke http://www.comvergence.net.

Rebríček mediálnych agentúr združených v AMA, pripravený v spolupráci s COMvergence, nájdete na našej stránke https://amask.sk/rebricek-ama-agentur/.

AMA rozhovor: Aktuálny pohľad COMvergence na slovenský trh mediálnych agentúr.

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