The year 2020 was a blank year for the advertising sector due to the health crisis. Between confinement and the economic difficulty of companies, advertising investments were not a priority. However, as the fight against COVID 19 advances, economic recovery is getting underway. The advertising markets are not to be outdone and are picking up again, like the results of the half-yearly assessment of the advertising market carried out by Prep, Kantar Media, and France Pub.
RELAUNCH OF OUTDOOR ADVERTISING
Display advertising was one of the advertising sectors most affected by the health crisis along with the cinema. This was also valid for DOOH, although to a lesser extent. However, analysis of the advertising market over the first half of 2021 highlights a clear recovery in the sector. +33.3% additional advertising revenue compared to the 1st half of 2020 and +6.5% compared to the first half of 2019. This, therefore, highlights a recovery in advertising investments by advertisers. In fact, in the first half of 2021, the advertising market had 45,847 advertisers.
The outdoor advertising sector is slightly down. Indeed, the global market is strongly driven by the digital advertising sector. However, it is also in recovery, also pulled up by the external digital display (DOOH). In the first half of 2021, outdoor advertising displays increased by +19.7% compared to the first half of 2020, but still, a drop of 30% compared to 2019 performance.
PROSPECTS FOR THE END OF THE YEAR
Currently, experts agree on a continuation of the economic recovery for the second half. GDP growth is also estimated at around 6% in the second half. Moreover, it is estimated that by the end of the year, activity should have returned to its previous crisis level. Thus, for the year 2021, the communication market should reach 30 billion euros, an increase of 14.8%.
The outdoor advertising sector is still at 2/3 of its normal level of activity. However, he continues to progress as the situation returns to normal. It should thus reduce its delay in 2019 to 25%.
A YEAR OF RECOVERY IN 2021 AND OPTIMISM FOR 2022
The health crisis will not have been without consequences for the advertising sector. If performance hasn’t quite returned to normal for the outdoor advertising business. The growth observed in the first half of 2021 and compared to other sectors, allows us to be optimistic for the future.
The DOOH sector was constantly growing by 15 to 20% each year before Covid 19. The sector has certainly been slowed down, but the craze for this communication tool has mainly been delayed. The continued growth estimated for the end of 2021 allows us to be optimistic for the year 2022. Indeed, the epidemic seems to be better and better understood and controlled at present.
INTEGRATING DYNAMIC DISPLAY
At Winlight, we have been manufacturing SMD Screens for over 25 years. We have the opportunity to work with various professionals and traders. Many people take advantage of the attractiveness of screens for the holiday season. We are thinking, for example, of the chocolate maker Grimmer in Alsace, the Intermarché de Beguey Cadillac, or even the Laporte bakery in Tinqueux. If like them, you have large-format digital signage projects, we can advise you.