The year 2018 is marked by advertising expenses increasing compared to the same period of the previous year, recording a +1.2%. These are the data related to Search and Social to bring this trend up. If we exclude them, we will record a drop of 0.3% in the January-February two-month period.
Analyzing the two-month period January-February 2018 and comparing it to the same period of 2017, it can be seen that only some media observe a decrease, in particular Newspapers and Magazines respectively -8.7% and -11.1%. Direct Mail is added with -6.2%.
Data that show a certain prudence on the investors' side.
The media that support the rising trend concern the Cinema sector 37.4%, Go Tv 33.1%, Transit 19.2% and Outdoor 7.5%. Radio is also good with 5.1%.
As for advertising investments by sector, 12 are the ones that bear the positive sign. The sectors with the largest market share are Institutions/Institutions 41.1%, Industry/Construction 34.4% and Leisure 32.3%.
The greatest decrease is marked by the following sectors: Games/School Items -31.5%, Personal Items -23.6% and Telecommunications -20.5%.
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