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THE MARKET FOR DISPLAY ADVERTISING IS ON THE RISK AGAIN

Due to the health crisis, the year 2020 was a blank slate for the advertising industry, Led. Advertising investments were not a priority due to confinement and company economic difficulty. However, as the fight against COVID 19 progresses, economic recovery is beginning. The advertising markets, not to be outdone, are picking up again, according to the results of Irep’s, Kantar Media’s, and France Pub’s half-yearly assessment of the advertising market Led.

OUTDOOR ADVERTISING RESUMES

Display advertising, along with cinema, was one of the advertising sectors most affected by the health crisis. This was also true for DOOH, albeit to a lesser extent. However, an examination of the advertising market in the first half of 2021 reveals a clear recovery. +33.3% more advertising revenue in the first half of 2020 and +6.5% more in the first half of 2019. As a result, advertisers’ advertising investments have recovered. In fact, the advertising market had 45,847 advertisers in the first half of 2021.

The outdoor advertising industry is slightly declining. Indeed, the digital advertising sector is a major driver of the global market. It is, however, in recovery, as indicated by the external digital display (DOOH). Outdoor advertising displays increased by +19.7% in the first half of 2021 compared to the first half of 2020, but fell by 30% compared to 2019.

EXPECTATIONS FOR THE END OF THE YEAR

Experts currently agree that the economic recovery will continue in the second half. GDP growth in the second half is also expected to be around 6%. Furthermore, it is expected that by the end of the year, activity will have returned to pre-crisis levels. Thus, the communication market is expected to reach 30 billion euros in 2021, representing a 14.8% increase.

The outdoor advertising industry is still operating at only two-thirds of its normal capacity. However, he continues to advance as the situation normalises. As a result, it should reduce its 2019 delay by 25%.

The city of Ludres has a massive LED information screen.

OPTIMISM FOR 2022 AND A YEAR OF RECOVERY IN 2021

The advertising industry will have suffered as a result of the health crisis. If the outdoor advertising industry’s performance has not yet returned to normal. The growth seen in the first half of 2021, when compared to other sectors, gives us reason to be optimistic about the future.

Prior to Covid 19, the DOOH sector was consistently growing by 15 to 20% per year. Although the sector has slowed, the craze for this communication tool has largely been postponed. The continued growth predicted for the end of 2021 gives us reason to be optimistic about the year 2022. Indeed, the epidemic appears to be becoming better understood and controlled. Read more