The first ten months of 2014 are marked by advertising spending in decrease if compared to the previous year, with a decrease which stands at -3,4%.
In fact analyzing the period January-October 2014 you can see how almost all media show a negative sign of growth:
Cinema shows a variation of -27,1% and it is the medium which is mostly affected by this contraction. Then we can find Out of Home TV (-13,4%), Newspaper (-10,1%), Direct Mail (-8%), Periodical (-7,8%). A smaller reduction is the one of Transit (-6,5%), Radio (-2,5%) and TV (-0,9%).
Media that instead shows a limited growth are: Outdoor (+1,5%) and Internet (+0,2%)
Concerning with the area of investment, toys/articles for schools recorded the highest positive sign (+22,5%). The sectors that hold the largest market share that’s to say Food, Automotive and TELCO show a cumulative change respectively of +1,5%, -6,4% and -31,6%; The largest decrease was actually marked by TELCO.
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