Investment in dynamic outdoor advertising will reach 2013 los 10,3 million euros

According to the Zenthinela panel, Digital signage has not taken off despite the heavy investments that have been dedicated in recent years to creating the necessary infrastructure..

Advertising investment could fall again this year 10,9%, which represents a certain attenuation of the rate of decline experienced in the last two years, according to panel forecasts Zenthinela composed of executives from advertising companies.

Even so, for that figure to be reached, the economic situation would have to improve in the remainder of the year.. After falling more than 50% Since the beginning of the economic crisis, advertising investment is expected to hit rock bottom and begin to rise in the coming months.

The year has started again with sharp falls, higher than 16% in most media, but a certain reaction is expected in the second and fourth quarter, which have traditionally been the strongest in attracting investment.

Digital signage

Regarding digital signage, The latest wave of the Zenith panel considers that the sector is not taking off despite the strong investments that have been dedicated in recent years to creating the necessary infrastructure.

This year, the investment is expected to reach 10,3 million euros, and 2% below the figure expected in the previous wave, but more than one 9% below the estimated figure for the year 2012.

Regarding mobile applications, could catch 25 million euros of investment, which represents a growth of almost 11% compared to the February forecast but more than 23% with respect to the estimated figure for 2012.

Perception among advertisers

The perception of the economic situation among advertisers has improved since February, without this being reflected in their perception of the advertising market, which in this case gets worse.

El IPSE (Perception Index of the Economic Situation) is located in -66,0. Since the beginning of the crisis, negative values ​​have always occurred; at the end of last year the worst possible values ​​were approached, but in the last two waves there has been a certain recovery, in this case a little more than five points.

On the other hand, the IPMP (Advertising Market Perception Index) This time it falls almost four points, until placed in -87,2, one of the worst values ​​in the historical series.

The Zenthinela panelists estimate that the end of the crisis will occur at the end of summer of the year 2014, almost five months after the estimated date in February. After some moments of hope, the scheduled date is moving away again.