The first eight months of 2014 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -2,7%.
In fact analyzing the period January-August 2014 you can see how almost all media show a negative sign of growth:
Cinema shows a variation of -29,1% and it is the medium which is mostly affected by this contraction. Then we can find Out of Home TV (-13,8%), Periodical (-10,5%), Newspaper (-10,3%), Direct Mail (-9,1%). A smaller reduction is the one of Transit (-4,9%), Radio (-3,9%) and Outdoor (-0,2%).
Media that instead shows a positive sign are: Internet (+0,9%) and TV (+0,9%)
Concerning with the area of investment, toys/articles for schools recorded the highest positive sign (+36,8%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of +3,9%, -5,7% and -28,6%; The largest decrease was actually marked by TELCO.
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