Dynamic outdoor advertising could grow this year by 9%

It is expected that 2015 be a good year for advertising investment in Spain, according to Zenith Vigía, with growth that could reach 2,6%. Positive figures are also expected for that year., although more modest, with an increase of 0,9%. Outdoor advertising will also benefit from these results until reaching the 13,7 million euros.

Optimism flies in the Spanish advertising sector according to the forecasts made by Zenith Vigía, panel composed of executives from traditional and digital media, whose estimates suggest that although this year it will only grow by 0,9% to 2015 This percentage will amount to a 2,6%. Forecasts have been improving since spring, However, the reactivation of the advertising market will occur in the coming months, between November and April.

Investment in dynamic outdoor advertising, an option that the big players in the sector are already betting on, could grow this year 9% until reaching the 13,7 million euros.

The greatest growth is expected for digital media, with a 13,9% In the case of mobile phones and a 5,4% an Internet, as well as pay television channels (+5,4%). Investment in mobile production (site development, applications,…) can be placed this year in the 27,4 million euros, and 17% more than the figure estimated as closing of 2013.

The expected growth in investment in Internet video is also important., that could reach 43,8 million euros, which would mean a growth of 14% compared to last year's closing estimate.

The worst results are expected for print media, greatly affected by the effects of digitalization, that could fall into figures between 6,4% (diaries) and the 9,0% (supplements).

El IPSE (Perception Index of the Economic Situation) rises almost four points and stands at 65,2, a level that has not been reached since April 2007. It has been going up non-stop for just over two years., after hitting the abyss during the summer of 2012 (when the Risk Premium exceeded 600 points and there was talk that we were on the verge of rescue).

The IPMP (Advertising Market Perception Index) rises more than sixteen points and is placed in 58,6, the highest value since June 2007. It has gone up almost 144 points since November 2012 and continues to rise throughout this year. Even so, it remains below the IPSE, contrary to what was expected for the beginning of the recovery.

Next year, advertising investment could grow by 2,6%. Furthermore, the means for which investment growth is expected increase.. The greatest growth would again occur in mobile phones, although with single digit figures. They would also have significant growth, of the order of 6% Internet and Pay Television channels. General television would grow by close to 4% and outdoor advertising, cinema and radio would have somewhat lower figures, but positive.