Digital Outdoor Advertising does not finish taking off, according to the Zenith Vigía panel

The Zenith Vigía panel, Composed of research and marketing managers of companies and media groups, It foresees in its September wave that 2012 investment in Digital Outdoor Advertising in Spain will reach 11,8 millions of euros, which shows that digital signage is a sector that remains stagnant in our country.

After a disastrous first semester for media advertising investment, The market expected a relative improvement in the latter part of the year.. But it doesn't seem to be that way., According to the study Zenith Watcher prepared by Eduardo Madinaveitia. Not even the comparison with a bad end of the year 2011 seems to mask the bad situation that advertising investment is going through.

Despite the fact that Zenith Vigía panelists warn of a slight improvement in the economic situation, carried by the IPSE (Index of Perception of the Economic Situation) up to a value of -75, More than three and a half points better than calculated two months ago, This improvement is not transferred at the moment to the advertising market. The IPMP (Advertising Market Perception Index) falls to -79,2, almost two points worse than July's value and one of the five worst values obtained since the index was created in the year 2001.

nevertheless, the components of the Vigía panel consider that advertising investment in media will fall a 7,6%, only four tenths worse than July's estimate, A figure that seems very optimistic if we take into account that in the first half there was a fall of almost double that figure..

The end of the crisis, in 2013

The international advertising market will grow already this year 2012, That which, in a highly interconnected world, could push markets that, like Spanish, They are lagging further behind in the exit from the crisis.

In the opinion of the panellists, The exit from the crisis would occur for the advertising market at the end of the year 2013. The distance to the expected end of the crisis is slightly shortened with this forecast.

In any case, The market we will see at the end of the crisis will be very different from the one we knew until 2007, according to Zenith Vigía. Its size will have been reduced by half, The weight of digital media will have increased considerably, while print media will have lost a good part of their relative importance.

According to Zenith Vigía forecasts for September, All Media, except digital (Internet & Mobile) will experience setbacks. In the specific case of Dynamic Outdoor Advertising, does not finish taking off as expected; The forecast for the end of the year is that it will capture 11,8 millions of euros, one 1% less than the estimate obtained in July. Still, the growth with respect to the figure estimated as closing of 2011 is from 12%.

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