The year 2020 presents itself with somewhat greater optimism. It is a year multiple of four, in which an Olympic Games and a European Championship will be held, two events that tend to invigorate the sector. On the other hand, the political uncertainties and the international economy that distorted 2019 have diminished.The members of the Zenthinela panel, executives of national and multinational advertising companies that operate in Spain, expect that advertising investment will have a slightly favorable evolution. Specifically, for conventional media, of which there is more data, a growth of 1.0% is expected. Unconventional media could grow 1.2%.The biggest growths are concentrated in digital media. Internet and Mobiles will grow 7.9%; Outdoor Digital Advertising 4.9% and Pay TV channels 3.5%. Growth is also expected for Outdoor advertising in general (+ 1.9%); Cinema (+ 1.3%) and Radio (+ 1.1%). On the other hand, falls are expected for Generalist Television (-2.8%); the newspapers (-5.3%); Magazines (-6.7%) and Supplements (-7.7%).The forecasts have been made throughout the first two weeks of February, when the scope that the extension of Covid 19 or the suspension of the Mobile World Congress in Barcelona may have for the world economy was not yet known. If the health crisis is prolonged in time, it could affect the economy and also advertising investment.The decrease in uncertainty has contributed to the improvement in perception indices, which, nevertheless, remain negative: the Advertising Market Perception Index (IPMP) improves 13 points and stands at -34, the best result since the past June.It also improves the Index of Perception of the Economic Situation (IPSE) that gains almost 12 points and stands at -41.4, also the best value since the mirage of June, when it seemed possible a coalition government according to the wishes of the markets.Ad spend is increasingly digital and increasingly pro grammatically traded Digitization does not stop in our society, and much less in the advertising market, always one of the sectors at the forefront of innovations.
The year 2019 has closed with more investment in digital media than in analog and the trend Pakistan Phone Number List does not stop.But on the road to digitization, which has largely coincided with the years of economic crisis, a lot of investment has been lost.This is partly due to the fact that programmatic bargaining in many cases chooses the cheapest spaces, which hurts the traditional media, of higher quality and with higher prices.Zenthinela panelists estimate that programmatic advertising accounts for 29.9% of digital advertising spend. The IAB study placed this proportion at 35.8%.Most of the programmatically managed advertising (51%) is directed to mobile devices.But digitization has brought fraud by the handDigitization has made it easier for this fraud to be done on a large scale and from anywhere in the world. However, technology is making fraudulent activity less and less profitable.Zenthinela panelists consider that using the right tools to combat fraud would improve investment in digital advertising by 16.3%.
The best known and most used tools in our market are: those of the adservers themselves (Google Campaign Manager, Sizmek, Weborama ,?) and those of ComScore, as well as Moat and IAS.Several initiatives to combat fraud are present in the market, although they are still little known. The one most familiar to panelists is ads.txt.OTTs and investment in advertisingNetflix and its competitors, along with the series they broadcast, monopolize a large part of the conversation about the media and its content. Although Netflix, at the moment, does not have more publicity than what it gets in the form of “product placement” in its contents, it does manage to attract a part of the audience’s attention, withdrawing it from the media that have lived up to now, and have been support, advertising. Zenthinela panelists consider that the presence of these operators may be affecting traditional television channels with a 1.6% reduction in investment. It is a significantly lower figure than those obtained over the past year.
It can be understood that after a first “boom” of these options, their true dimension is already being considered. It could be summarized as: “not everyone sees them and whoever sees them doesn’t see them all the time.” Audio on Line Again it is said that this may be the year of Audio on Line: voice searches, podcasts, assistants, etc.The Labyrinthine panel places the investment in Audio on Line at 4.5% of the investment in digital advertising (a figure very similar to the ones we have been obtaining since I included it in the study).Panelists expect this investment to grow by 5.9% in the coming months. It would therefore continue to grow, yes, but at a somewhat l