Forum IZAZOV 2016

1. Izazov 2016 Macedonia
Filip Dimitrov - New Moment Skopje

2. 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.

3. 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).

4. 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.

5. TOP 10 ADVERTISERS ONTHE MARKET IN 2015 AND
INDUSTRIES WITH LARGEST BUDGETS
• GOVERNMENT OF RM
• TCCC
• PROCTER & GAMBLE
• MAKEDONSKITELEKOM
• VMRO - DPMNE
• PIVARA SKOPJE
• MAGRONI
• CHIPITA
• VIP
• ONE
• UNILEVER
• NON-ALCOHOLIC BEVERAGES
• GOVERNMENTAL PROJECTS
• DRUGS & MEDICINE
• ALCOHOLIC BEVERAGES
• CONFECTIONARY
• MOBILETELEPHONY
• DETERGENTS
• COFFEE
• TELECOMMUNICATION COMPANIES
• POLITICAL PARTIES AND ORGANIZATIONS
• BANKS AND FINANCIAL SERVICES

6. SO WHAT ISTHE CHALLENGE IN
2016 OF OUR INDUSTRY?

7. Our industry, in general seeks
people’s attention.

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

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

10. Since content is not today’s topic,
let’s talk how we evaluate where to
put our message.

11. We try and find out how much of
our target is watching aTV show,
reading a magazine, visiting a portal,
listening a radio station...

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

13. And there is nothing wrong with
that.

14. OR ISTHERE SOMETHING
WRONG?

15. We measure a lot of things, like
AWARENESS, RATINGS, CLIKS,
VIEWS, ROI, PRICE and many other
things.

16. BUT DO WE HAVE A MEASURE
FOR KITSCH?

17. DO WE MEASURE BADTASTE?

18. Before we continue, I would like to
introduce you to the reason why I
am talking about this today.

20. What is kitsch?

21. Bad content, on high places.

22. MOSTVIEWEDTV CONTENT 2015

23. Definitely a larger amount of our ad
budgets have been spent on
supporting kitschy media & content.

24. 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.

25. And the real challenge is to look
away from facts and figures at least
for a moment...

26. Try to persuade our clients to invest
away from kitsch (at least partially
for starters)...

27. And make better things, more
beautiful things visible to my
daughter.

28. THANKYOU