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The Warsaw Voice » Society » February 25, 2011
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ZenithOptimedia Aims to Be No.1
February 25, 2011   
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Business for the ZenithOptimedia Group company rapidly accelerated at the end of the 2010. This year, the company is shooting for an impressive zl.2 billion in sales revenue.

ZenithOptimedia Group, one of the largest media houses in Poland, keeps winning new orders and attracting customers to work with in 2011. New contracts with large corporations, such as Reckitt Benckiser, Cyfra+/Canal+, KUPS, Triumph, Invo-Veritas, Aviva, Merck, Geox and Geberit, will allow ZenithOptimedia Group to regain its status as the market leader. The new deals will also cause the company’s revenue to grow this year.

“Despite earlier estimations, we closed 2010 with very good results,” said Jakub Potrzebowski, CEO of ZenithOptimedia Group. “We started carrying out some of the new contracts in the final days of last year. They will have the biggest impact on our financial performance in 2011.”

ZenithOptimedia estimates that the Polish market for advertising was worth just over zl.7 billion last year, 3 percent more than in 2009. Forecasts by ZenithOptimedia indicate that this year will be a very good one thanks to the new contracts the company has landed and these are expected to allow ZenithOptimedia to increase its sales by up to 35 percent, to zl.2 billion.

“In 2011, we are anticipating a 35 percent sales increase as a result of new contracts and more extensive work with our current customers,” said Potrzebowski. “Starting this year, we are planning to expand the range of ZenithOptimedia Group’s operations and also become advisors to our customers in terms of strategic PR campaigns.”

Advertising market in 2011
This year, sales of most media on the Polish market are expected to grow rapidly and the market is projected to expand by 6.8 percent in total. The only market segment expected to decline are daily newspapers, at 3.4 percent down, but the decrease is expected to decelerate gradually. In 2012, ZenithOptimedia Group experts are anticipating upward trends for all media, which taken together will cause the advertising market in Poland to grow 8.9 percent from 2011.

Gainers and losers
Online advertising remains the most rapidly growing market segment, at 20 percent up between 2009 and 2010. The internet accounted for the lion’s share of the advertising market’s 3 percent growth last year. Publishers and owners of non-digital media have been increasingly using technology combining standard operations with an online presence and mobile media, which suggests that online advertising will continue developing at a rapid rate for several more years, not least because the government has come forward with several initiatives to provide citizens with better access to the internet in the near future.

Another market segment to have clearly resisted the crisis were movie theaters, where advertisements last year were worth 13 percent more than in 2009. This fast increase is expected to continue in the coming years, but at a somewhat slower rate of less than 10 percent per year.

Print media keep losing their share in the advertising market at the fastest rate and the decline in 2009-2010 totaled 8.2 percent for daily newspapers and 7.5 percent for magazines. The market for outdoor advertising declined by 5.5 percent. The value of advertisements in the remaining media rose slightly, but that was rather a sign of the market stabilizing and recovering from the crisis of 2009-2010.

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