The first month of 2014 is marked by advertising spending in decrease if compared to the previous year. In fact the month of January 2014 closes at -2,8% if compared to January 2013. Alberto Dal Sasso Nielsen states, however, that although the year started with a negative sign, it continues the positive trend that began in 2013
In the month of January almost all media show a negative growth:
Outdoor shows a variation of -30,2% and it is the medium which is mostly affected by this contraction. Then we can find Transit (-30,1%), Newspaper (-15,1%), Periodical (-11,8%), Out of Home (-5,7%) and Cinema (-5,6%). A smaller reduction is the one of Direct mail (-5,1%) and Internet (-4,1%). While Radio (+5,6%) and Television (+1,6%) have a positive sign.
Concerning with the area of investment, Industry/building recorded the highest positive sign (+54,2%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of -8,3%, -8,1% and -10,8%. The largest decrease was marked by institutions (-36,6%).
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