Advertising investment is reactivated and presents an optimistic future for 2017

Branded content is a growing activity. And 81% of the Zenthinela panelists believe that the investment dedicated to this type of activities will grow this year. Also worth noting is the commitment that companies are making to 360º video and the growth of online audio and video.. The forecasts point to an increase in 5% during this year.

During the last months of 2016 there has been a reactivation of the advertising market, who experienced a situation of certain atony between the months of July and October. An evolution that suggests an improvement in the forecasts for this year in which, according to the panel Zenthinela advertising investment will grow 5% in 2017.

El ‘branded content’, content generated by brands, It is an activity in full growth. And 81% of the Zenthinela panelists believe that the investment dedicated to this type of activities will grow this year. He 61% of that investment would be directed to the distribution and promotion of that content, that is to say to the media, while the remaining 39% would be dedicated to activities related to the production of those contents.

Programmatic purchasing would currently represent a 16,5% of online investment. Mobile-targeted investment is, increasingly, the one that uses this purchase/sale modality. It is also in the mobility environment where greater growth is expected in terms of advertising investment with a 13,6%.

Regarding online audio, it represents a 4,6% of digital investment, while the video would have reached this year 67,9 million euros of investment. For your part, Social networks continue to experience significant growth in investment. This year is expected to close with a figure of 59,1 million euros, almost a 15% higher than the figure estimated at the end of the year 2015.

And companies that have invested in 360º video advertising are also important., and 32%, a figure that has grown strongly in recent months, supported by Christmas and New Year's campaigns. IoT is also beginning to be a field in which companies are beginning to invest in advertising. According to this report a 9% they have already done it.

The optimism that the sector has experienced in the last months of the year translates into significant growth in perception indices, that reach their highest values ​​this year. El IPSE (Index of perception of the economic situation) rise more than 25 points and is located at 80,0, a value that has only been exceeded in some months of the year 2015.

The IPMP (Advertising market perception index) also goes up, in this case more than 16 points. It is located in 82,9. It is also the highest value of the year. The fact that it remains above the IPSE is interpreted as a good sign: advertising, which is a catalyst for the economy, it grows more than this when things are going well.

Media investment

To 2017 Investment in unconventional media is expected to grow by 1,7% and total investment in media 3.2%. Significant growth is also expected for the Internet (+9,8% in 2016; +9,8% in 2017) and for pay television channels (+6,2% in 2016; +6,6% in 2017).

However, Print media will continue to lose investment. After a short recovery break in 2015 negative forecasts are recorded again. The newspapers would fall 3,7% in 2016 and a 2,0% in 2017; the magazines a 4,6% in 2016 and a 3,4% in 2017; supplements would lose a 7,0% in 2016 and a 5,0 in 2017.