Foreword of the CANnual Report 2016

Ophiuscus, the Serpent Bearer is the name of a constellation of stars visible in the northern hemisphere between Scorpio and Sagittarius. It has often been referred to as the Thirteenth Sign of the Zodiac, generating confusion and not-too-scientific disputes among astronomers and astrologists about its appearance, interpretation and effects.

There should be no doubt, however, about the appearance of another new constellation on the Central and Eastern European sky of marketing communications. No matter if it is interpreted as a new media or just apps and tools for networking, it had an enormous effect not only on people’s private life but on the way of managing businesses, too.

Social Media Is in the Focus

For this year’s CANnual Report, our colleagues searched, collected and analysed loads of statistics only to find out that in contrast to the fact that “digital” is the most measurable marketing tool, it is not always easy to find reliable and high-quality figures on social media usage that comes directly from the channels themselves. We still managed to cope with the challenges, and assembled a great number of significant and often surprising characteristics of social media in Central and Eastern Europe.

Although it is not the dominant media in the CEE countries, the average social media penetration rate in the region is 50%, which means that one out of two people is an active social media user. More importantly, the growth dynamics of both mobile devices and mobile broadband use is impressive, which results in providing better access for more people to all social media platforms.

Moreover, the younger generation already uses certain social media channels to replace classic media types. In case of YouTube, for instance, as you go lower in age groups, users prefer it to TV more and more and find it more relevant for themselves. Younger people across the region use YouTube rather than watching TV.

Comparing our region to the more developed part of the world, it turns out that Central and Eastern Europe has nothing to be ashamed of. Although in the UK and in countries overseas social media users’ rate is higher, France has the same ratio as Hungary, and most countries of the region have overtaken Germany.

This year, each country chapter includes an article about the local media landscape and an introduction to the local social media market. Our experts’ analyses is followed by several sets of data about the distribution of advertising spending, digital development and the most significant social media platforms.

This year’s weCAN Ranking proves that the weight of CEE advertising markets within the overall economic performance of their countries is growing. In addition, it shows that – if Bulgaria’s advertising market could take over Estonia’s and the weCAN Ranking figure of Slovenia is exceeding that of Germany and France – any country’s advertising market has a good chance to outgrow itself and take over other countries with a better overall economic performance.

Let CANnual Report and weCAN Ranking be you guiding star when doing business in CEE.

László Szarvas, International Business Development Director, Café Communications, Board Member, weCAN
András Viniczai, Head of Innovation, Café Communications, Editor-in-Chief of the CANnual Report

For more information on the advertising markets of Central and Eastern Europe purchase the CANnual Report 2016.  

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