In its latest annual report on the graphic communication markets published in November 2020, Idep presents a numerical analysis of the various graphic communication markets, including the advertising print market, which remains the most important market for commercial printing (approximately one third of the sector's total turnover).
Digital campaigns replace printing in food distribution
Despite its central position, printed communication suffered in 2019 from an unprecedented decline (-4.5%) in advertising spending on direct marketing media.
The Idep report explains the drop in advertising investment in direct marketing media, notably due to the choice of food retailers to reduce budgets. These retailers tend to replace printed campaigns with targeted digital campaigns.
Investment in addressed advertising mail fell by 7.8% and unaddressed printed matter fell by 4.5% after almost ten years of stability, the Idep points out.
However, although traditional addressed advertising mail is on the decline, it still represents many advantages for small or medium-sized campaigns based on highly qualified databases, analyses the institute.
"?Ainsi, with the progression of data control, the typology of advertisers who use this type of medium is diversifying, to send highly sophisticated and value-adding communications to the recipient.?»
Outdoor advertising on the rise
In outdoor advertising, the trend remains upward in 2019 in all segments. " ?La transport advertising is progressing thanks to better targeting of populations combined with long exposure times, which contribute to more effective campaigns ?", says the Idep. Investments in POS advertising increased by 2% in 2019.
However, the coronavirus crisis having passed through and having strongly impacted the events sector, these good results deteriorated in 2020.
