{"id":561,"date":"2017-10-20T11:06:26","date_gmt":"2017-10-20T09:06:26","guid":{"rendered":"http:\/\/www.mediapeople.pl\/?p=561"},"modified":"2026-10-06T00:41:20","modified_gmt":"2026-10-05T22:41:20","slug":"cannual-report-2017","status":"publish","type":"post","link":"https:\/\/mediapeople.pl\/en\/cannual-report-2017\/","title":{"rendered":"CANnual Report 2017"},"content":{"rendered":"

The third CANnual Report, a comprehensive guide to the advertising industry in Central and Eastern Europe, was launched in Prague on 17 October at the CANnual Conference 2017. The conference and report are produced by weCAN, a network of independent advertising and media agencies across the region. The 2017 edition focuses on content marketing and is available at: http:\/\/cannualreport.wecan.net\/2017#\/hello.<\/a><\/strong><\/p>\n

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.<\/p>\n

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<\/strong> - Executive Vice President for Strategy and Development Media People<\/strong>, Dawid Bartosik<\/strong> - Content Director Walk<\/strong> and Grzegorz Dzi\u0119gielewski<\/strong> - Content Designer Walk<\/strong>.<\/p>\n

In 2016, television remained the region\u2019s leading advertising medium despite a slight decline. Outdoor and radio maintained their shares at 9% and 6% respectively. Digital continued to grow as print declined: the gap between their shares widened from 4 percentage points in 2014 to 17 in 2016, and from 22 to 32 points in Poland. Lithuania joined the Czech Republic and Hungary as a market where digital expenditure exceeded television. Poland, Russia and Slovakia could be next, with gaps of only 2\u20135 percentage points between the two media.<\/p>\n

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.<\/p>\n

Due to the growing importance of digital, the theme of this year's report was content marketing. The slogan \u201cContent is King\u201d 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 \u201eadvertising people.\u201d 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 \u201ccontent marketing\u201d in Google. In 2014-2015, interest in the topic tripled compared to 2010-2011, and remains at a similar level today.<\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Ukaza\u0142a si\u0119 ju\u017c trzecia edycja CANnual Report \u2013 najbardziej wszechstronnego przewodnika po bran\u017cy reklamowej w regionie CEE. Jego premiera mia\u0142a miejsce 17 pa\u017adziernika br. w Pradze podczas CANnual Conference 2017. Jej organizatorem i wydawc\u0105 raportu jest weCAN, sie\u0107 zrzeszaj\u0105ca niezale\u017cne agencje reklamowe i domy mediowe z Europy \u015arodkowo-Wschodniej. Tegoroczna publikacja po\u015bwi\u0119cona content marketingowi jest dost\u0119pna […]<\/p>\n","protected":false},"author":1,"featured_media":562,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","inline_featured_image":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci"],"_links":{"self":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/posts\/561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/comments?post=561"}],"version-history":[{"count":3,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/posts\/561\/revisions"}],"predecessor-version":[{"id":9296,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/posts\/561\/revisions\/9296"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/media\/562"}],"wp:attachment":[{"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/media?parent=561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/categories?post=561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediapeople.pl\/en\/wp-json\/wp\/v2\/tags?post=561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}