Zenith Vigía: advertising investment in digital signage in Spain will grow by 12,2%

The forecasts of this panel, composed of media executives, are positive for this year, mainly in the mobile environment, with an estimated growth of 14%, closely followed by digital signage advertising.

Advertising investment will grow 5,4% this year if the panel's forecasts are met Zenith Vigía, composed of media executives, whose second wave shows very positive data for advertising investment in digital signage in 2016, with an estimated growth of 12,2%, positioning itself as second medium in expectation, only behind investment in mobile phones, with a 14%.

As Eduardo Madinaveitia explains, Zenithmedia technical general director, “the best forecasts correspond to investment in mobile phones, that could grow a 14%, although significant growth is also expected, of the 12%, for the debutant PED – digital signage”, that could grow by 12.2%”.

These forecasts in the digital signage market, carried out during the current month of January compared to the forecasts of November 2015, correspond more to the growth of investment in advertising than to new facilities or circuits with commercial exploitation, As some panelists point out.

Doubts about the composition of the next Government of Spain, the convulsions of the international economy (slowdown of Chinese economies, Russian and Brazilian and the collapse of the oil price), that have caused sharp falls in stock markets around the world, as well as the situation in Catalonia (that a 69% of the panelists believe that it will have a large or medium impact on advertising investment) have caused a strong level of uncertainty in the advertising market that receives the year with somewhat less optimism than that experienced in the last months of 2015.

This loss of optimism does not affect investment forecasts as much, which remain at similar figures and even improve three tenths, as well as perception indices, who experience sharp falls, although they remain at high values.

El IPSE (Perception Index of the Economic Situation) almost falls 26 points and is located at 51,2, a still good value if the negative trend can be stopped, which remains well above the low values ​​in which it moved during the long period that elapsed between 2008 y 2013.

The IPMP (Advertising Market Perception Index) also falls a little more 25 points and stays at 49,4, a value that continues to be close to the best quarter. Although both indices maintain very similar values, The fact that the IPMP is below is usually interpreted as a negative signal, according to the Zenith Vigía panel.

In this second wave, a forecast for dynamic outdoor advertising has been included for the first time (PED), better known as digital signage”, as a specific part, but separate, of outdoor advertising.

Besides, Video on the Internet continues to be one of the clearest growth elements at the moment, with an estimated investment in 61,7 million euros, which would mean a growth of slightly more than 6% compared to the figure planned for last year. Investment in social networks will reach this year 55,2 million euros, something more than a 8% above the estimated closing for the year 2015.