Advertising investment in digital signage will reach 12 million euros in 2013

The rising star in advertising investment for this year is in the online video market which is estimated at 36,9 million euros, while in dynamic outdoor advertising an investment of 12 million euros, according to data from Zenith Vigía.

Advertising market expectations are not very optimistic. Forecasts indicate that advertising investment will fall again this year in Spain by 9,2%, according to the study of Zenith Vigía. There is only a glimmer of optimism in the case of investment in online video, which is expected to close the year with an estimated figure of 36,9 million euros, and 2,5% above previous estimate, but more than one 19% higher than the figure estimated as closing of 2012.

For your part, according to the Zenith Vigía panel, dynamic outdoor advertising (digital signage) will reach an investment of 12 million euros, something more than a 3% worse than previous estimate, but almost a 1% better than the estimated closing figure for last year.

When it comes to investing in blogs, This could reach the 11,7 million euros, almost a 3% better than the estimate of the previous wave and the figure estimated as the end of 2012, since both coincided.

In return, social networks could be losing steam, as detected by the study that Zenith carried out together with The Cocktail Analysis presented in mid-April. Despite the fact that brands are now accepted on the networks and are no longer considered intruders, advertising investment in these media could remain this year at 36 million euros, a figure slightly lower than that estimated at the end of last year, which also coincided with the previous wave estimate for 2013.

The data collected by the Zenith Vigia report, show that the Spanish advertising market is going through a complicated situation as the necessary structural transformations due to the progressive digitalization of the media coincide with the prolonged economic crisis.. If these forecasts are met, the investment will be below the figures for the year 1998, which would mean a setback of more than fifteen years.

El IPSE (Perception Index of the Economic Situation) has practically stabilized since the beginning of the year and is now at -57,4, a very negative value but better than those recorded throughout the year 2012.

The value recorded by the IPMP is also bad (Advertising Market Perception Index), which is located in -74,2, but it is better than that recorded a year ago and throughout the second half of last year.

Zenith Vigía's forecasts consider that the advertising market could begin to reactivate from the beginning of September 2014, four months later than the forecast made in March, which means that the distance towards the expected end of the crisis, instead of reducing, increases over time.

Media advertising

Mobile and Internet advertising investment expected to grow, but in the latter only the one intended for Search Engines. Growth in investment in online video and in the production of apps and sites adapted to mobile phones is expected from the new advertising modalities..

Thematic television and radio channels will fall less than the market average. The rest of the media will experience declines greater than the market average.