Ivan Varbanov

Advertisements are everywhere. Advertising campaigns will expand further without shrinking or being restricted. They have already evolved into a new form, which occupies all free space in all types of media, said especially for Klassa, Krassimir Guergov, Chairman of the Association of Advertising Agencies (known as ARA - Bulgaria), Bulgaria, during the XVth Advertising Forum which was held yesterday at the NPC (National Palace of Culture). As regards the form of commercial messages, Guergov specified: "Advertising will change even more - both as a result of the new mentality and world outlook of generations, and because of the manner in which it is created. In fact, the potential for creativity has largely been aided by new technologies."

Krassimir Guergov commented that he was pleased by the successful development of bTV Media Group, which follows projected expectations and the right path: "Television is creating an extremely professional product. The merger was completed in a very favourable manner for bTV Media Group and projected results were achieved in terms of both high ratings and revenues. The senior management of the media and bTV's team should be very pleased and proud that they are retaining the leadership position, after passing successfully through the difficult process of adjustment,'' stated Guergov.

Krassimir Guergov pointed out that, in the future, interactivity is expected to be introduced intensely, thus contributing to the formation of new audio-visual products which will open up new horizons and dimensions for consumers. According to him, viewers will become increasingly active participants in the communication and feedback with the media.


In 2010, the net advertising market shrank by 14% and the media fought for their survival

During the inauguration of the XVth Advertising Forum at NPC, ARA-Bulgaria's Chairman stated that in 2010 the net advertising market registered a profit of just over BGN 329 mln, or 14% less year-on-year. 2010 was marked by the battle for survival waged by the media. Only Internet advertising reported positive growth in terms of total advertising revenue. According to him, generally speaking, for the first time since 2008, growth of 7-10% is expected for the advertising market. His forecast was mainly grounded in the fact that the upcoming elections will have a lasting impact on the advertising market.

According to GARB (GfK Audience Research Bulgaria) data, gross advertising budgets slumped by 2.6%, while net advertising budgets declined by 13.9%.