Digital Outdoor Advertising will close 2012 with an investment of 10,9 million euros

The Zenthinela Dashboard, made up of executives from advertising companies and coordinated by Zenithmedia, predicts that investment in Digital Outdoor Advertising in Spain during 2012 will reach the 10,9 million euros.

The panel Zenthinela, composed of executives from advertising companies, states in its last wave of the year that advertising investment will fall by 2012 more than 15,4% regarding 2011. The advertising market will close the year with an investment of the order of 4.600 million euros, which means that in the five years since the beginning of the crisis its size will have been reduced by 42%. In addition, advertising investment will continue to fall 2013, in the opinion of the components of the Zenthinela panel, although the rate of decline will be attenuated. The expected drop will be 6,2%.

According to the Zenthinela panelists, the advertising market is increasingly digital. Although investment forecasts are generally poor, Advertising investment on the Internet and on Mobile is expected to increase both this year and next. In fact, This year, the Internet will be the second medium for investment, surpassing the newspapers, although still at a considerable distance from Television. The new interactive communication possibilities are growing well above the market average. Online video could grow 52%; investment in Social Networks 19% and the one intended for Blogs a 14%.

Regarding investment in Dynamic Outdoor Advertising, Zenthinela panelists consider that digital signage could capture 10,9 million euros in 2012, a figure very similar to the one estimated as closing for 2011 -10,8 millions-.