This estimation comes from the report ‘Communicating Tomorrow 2011‘ presented yesterday, 30th June in Milan, from Assocomunicazione [1] Association which brings together 150 Communication Companies operating in Italy and who represent about 75% of the domestic market.
The complete report [2] made by Attilio Redivo from AssAP Service [3] analyze all traditional media and about the outdoor market outline this specific aspect.
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. [4]