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The third edition of the CANnual Report - the most comprehensive guide to the advertising industry in the CEE region - has been released. Its premiere took place on October 17 this year in Prague during the CANnual Conference 2017. Its organizer and publisher of the report is weCAN, a network of independent advertising agencies and media houses from CEE. This year's content marketing publication is available at: http://cannualreport.wecan.net/2017#/hello.

weCAN is the largest independent agency network in Central and Eastern Europe. It brings together independent advertising agencies and media houses from 16 countries. One of its primary goals is to share expertise on the CEE advertising industry both internally and externally. This is why weCAN, among other things, has been publishing the CANnual Report for the past three years, which provides information on the situation and marketing trends in the CEE region and in individual countries.

This year's report includes cross-sectional analysis and detailed descriptions of advertising markets in 14 countries: Bulgaria, Croatia, Czech Republic, Estonia, Poland, Russia, Romania, Serbia, Slovakia, Slovenia and Lithuania, Latvia, Ukraine and Hungary. The authors of the chapter on Poland are: Weronika Szwarc-Bronikowska - Executive Vice President for Strategy and Development Media People, David Bartosik - Content Director Walk and Grzegorz Dzięgielewski - Content Designer Walk.

According to the report, in 2016, despite an 1% decline, TV remained the most used medium. Spending on OOH (9%) and radio advertising (6%) remain at the same levels as a year earlier. As in the West - digital is becoming more popular, while print advertising maintains a downward trend. The difference in advertising expenditures on both types of media increased from 4% in 2014 to 17% in 2016, and in Poland from 22% to 32%. In the previous edition of the report, only the Czech Republic and Hungary spent less on TV advertising than on digital solutions. In 2016, Lithuania joined them. Taking into account the data from CANnual Report 2017, this year Poland, Russia and Slovakia are also likely to join, as the difference in advertising spending on both types of media in these countries ranges from 2TP3T to 5%.

Giants such as Facebook and Google have contributed greatly to the growth of digital in Central and Eastern Europe. Last year, YouTube had the highest user growth, at 10% in almost every country, while the number of new Facebook users increased by 3-5% and Instagram by 5-10%. These three portals are also the most used in most countries in the CEE region. The exceptions are Russia and Ukraine, where VKontakte is the leader, and Latvia, with Draugiem on the podium.

Due to the growing importance of digital, the theme of this year's report was content marketing. The slogan “Content is King” was used by Bill Gates in the title of an article as early as 1996, but it was not until the era of the Internet and digital that it became the prevailing motto of „advertising people.” One of the key elements in this process was the introduction by online media of the possibility of user segmentation, which allowed brands to reach strictly selected groups of potential customers. In Poland, this is very well shown by the graph of the popularity of searches for the phrase “content marketing” in Google. In 2014-2015, interest in the topic tripled compared to 2010-2011, and remains at a similar level today.

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