According to specialists, sold out spaces exist where demand exceeds supply. The sites with high traffic have problems covering the advertising space, requiring a significant advertising budget to use all available space (the client pays for every 1,000 ad postings).
Romanian publishers prefer to tax a banner for 1,000 posts (CPM), which brings a guaranteed income, according to Orlando Nicoara, General Manager of MediaPro Interactiv, largest online publisher in Romania.
Online advertising is more significant on niche sites. "They have reduced traffic, meaning fewer posts per page, so these are easily covered with advertising. Advertiser interest is higher," added Boaca. Business and women's sites are sold out.
Boaca also indicated that publishers should focus more on marketing, pre-sales and branding to increase advertising on their sites.
Nicoara said that several MediaPro Interactiv niche sites have been sold out for several months.