This estimation comes from the report ‘Communicating Tomorrow 2011‘ presented yesterday, 30th June in Milan, from Assocomunicazione  Association which brings together 150 Communication Companies operating in Italy and who represent about 75% of the domestic market.
After 2010 closed with a slight increase, the forecast for 2011 again saw a decline in advertising revenues (-5.3%). The segment that is suffering most are the traditional outdoor (Poster).
The Urban Design, lead to a benefit segment of the positive changes that marked a strong (+11.1%), next to the Video OOH or DOOH (+104%), a leading growth. Negative trend for Dynamic and Thematic Circuits (or advertising to specific target environments), which recorded similar declines (-4.0%).
Airports continue to attract the resources of ordinary investors with a well-defined target albeit to a lesser extent than in 2010 (-1.7%). The Big Sizes living reflection of the trend of the main sectors spenders in these formats: Autos & Fashion.
The full report (unfortunately in italian) is here.