Advertising investment in Digital Outdoor Advertising in 2011 will be around 10,5 million euros

The Zenith Vigía study corresponding to this month of November finally places the fall in investment during the present 2011 in a 3,4% and estimates an investment forecast in Digital Outdoor Advertising or digital signage during this year of 10,6 million euros.

He 2011 has been characterized by a constant growth of pessimism. The initial growth estimate of the 1% of advertising investment in media with which the year began has become the 3,4% decline predicted by the Zenith Vigía study prepared by Eduardo Madinaveitia. The end of the advertising year is not bringing the reaction that was expected: The electoral campaign has meant an added slowdown for most of the media and there is no time left for the market to react. It only remains to clarify the fall estimates.

Paralysis in consumption, produced by economic uncertainty has brought a year of decline in advertising investment, which adds to the strong declines of 2008 y 2009, very barely compensated by the slight recovery that occurred in 2010.

The year could close with an investment lower than the 5.400 million euros, a figure that goes back to the levels of the late 1990s. The data would be even worse if we made the comparison excluding digital media, the only ones experiencing growth in recent years.

When it comes to digital signage, The Zenith Vigía study points out that screens that are installed on the streets or inside commercial establishments or public transport stations are increasingly common and in which, in addition to information, ads can be seen. Aunque no existen cifras de seguimiento de la inversión que captan este tipo de soportes, For a few months now, the report prepared by Eduardo Madinaveitia has been making the first estimates and estimates that the investment in Digital Outdoor Advertising for 2011 is from 10,6 million euros.

Investment variation forecasts 2011 by means