A Qualitative Research regarding the Online Advertising Formats used by Romanian Companies

The present paper offers an in-depth view about the online advertising formats that are used by Ro-manian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the...

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Bibliographic Details
Published inStudia Universitatis Vasile Goldis Arad, Seria Stiinte Economice Vol. 25; no. 3; pp. 23 - 34
Main Author Acatrinei, Carmen
Format Journal Article
LanguageEnglish
Published Editura Universităţii Vasile Goldiş 01.08.2015
Vasile Goldis University Press
De Gruyter Open
Sciendo
Subjects
Marketing / Advertising
online advertising
online marketing
qualitative research
online marketing
online advertising
qualitative research
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Summary:The present paper offers an in-depth view about the online advertising formats that are used by Ro-manian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsor-ship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online adver-tising campaigns in order to make a comparison between the results obtained in both studies and pro-pose a model of online advertising campaign as close to consumers‟ wants.
ISSN:1584-2339
1584-2339
DOI:10.1515/sues-2015-0019