He 2012 It could be the year of digital signage, according to Zenthinela

The Zenthinela Dashboard, composed of executives from advertising companies, predicts in its latest wave that investment in outdoor digital advertising could grow around 2% throughout 2012, although he recognizes that the growth could be much greater and that this year could represent the definitive takeoff of this medium.

The year 2012 It has not started well for media advertising investment. After the fall of 2011, Zenthinela panelists expect a new fall, in this case of 4,5%, throughout this year. With a country paralyzed and waiting for the effect of the measures that the new Government is taking, The advertising market does not remember such a negative start to the year, not even in the hardest years of the crisis.

Advertising investment in media could suffer its fourth fall this year in five years since 2008 suffered the first effects of the crisis that had begun in August 2007. Simultaneously, With this fall, a market transformation is taking place that is becoming increasingly digital. The new digital offers, especially the most innovative, They are the only ones that grow in a panorama that is bleak for the most traditional media, especially those who use paper.

Hopes for market recovery are pinned on the reactivation of the automobile market, which has experienced slight growth in January, and in the liberalization of lottery and betting advertising. Sports events like the Euro Cup, in which Spain defends its title, and the Olympic Games, They could reactivate some media in the central part of the year.

According to data revealed by the Zenthinela Panel, The end of the advertising crisis could be in mid-August 2013. Besides, the perception of the economic situation is again worse than in the previous wave, held in December 2011. The IPSE is now valued at -70,7, one and a half points below the December value, and only in two waves of 2009 got worse values. Besides, the perception of the advertising market is even worse, with an IPMP that is located in -73,2. An index that, from Zenthinela, considered a bad sign, since it predicts a prolongation of the economic crisis.

Nevertheless, in the opinion of this group of experts, he 2012 It could be the year the Digital Outdoor Advertising sector takes off., one of the few media that has been saved from a start to the year as complex as the one we have experienced. The investment forecasts that emerge from the panel lead us to a figure of 11 million euros for this year, which would mean an increase in 2% compared to the figure estimated at the end of last year, although at Zenthinela they recognize that growth in this sector can be much greater.