Zenith Vigia agency provides a very positive increase in investment in digital signage in the Spanish market, the second largest after that of mobile advertising, which increased by 15.9%.

According to the latest wave of the report DBCI (Digital Signage Business Climate Index), which performs DSF Europe (OVAB Europe) e Invidis Consulting, 78.9% of companies in the sector in Spain have very positive expectations for investment in digital signage in the coming months, with a clear increase in projects that are underway.

Miguel Ángel explains Domingo, responsible for projects MovilokSpecializing in systems development and enterprise mobile applications, "the industry's future looks very promising, because with these data on the table a significant growth trend already observed in recent years is confirmed".

This positive forecast market developments is not only the result of the opinion of professionals and experts of this industry, but also consumers, who see many advantages in these ad formats. According to the 'IV annual study of digital dignage' recently presented by IAB Spain (details on) Digital AV Magazine), For 90% of respondents this type of advertising conveys various attributes like modernity and innovation; and 88% represents differentiation and originality.

In addition, 88% say that this kind of advertising format will attract more content more creative and updated offers. In addition, 91% of respondents believe that this improves the image of the brands that are advertised; while for 83% it is a more modern and innovative image, and 71% believe that the brand is remembered longer.

On this basis, the study itself also confirms that the degree of knowledge of the mechanisms that can interact in these digital media is very high, being used by 66% of respondents. The main reasons to interact with digital advertising are incentives such as offers and contests for 18% of respondents; and interesting, useful content and quality to 16%.

Another highlight of the digital advertising to 43% is being able to interact with an interactive catalog, while 41% pointed to the advantages of buying through the touch screen.

"All these figures and impressions on the market for digital signage in Spain reinforce the role of Movilok as a solutions provider, as Showcases, with which the client can connect to the informational or promotional screens using their mobile phone, making it a remote control distance from the content displayed, "explains project manager of the company.

Gracias a la propuesta de Movilok, los contenidos promocionados pasan de mostrarse esperando al cliente adecuado en el momento justo, a permitir que los consumidores se conecten y descubran por ellos mismos qué sorpresa puede estar escondiendo el escaparate digital. Para Domingo, “Showcases supone un paso más hacia el ‘inbound marketing’; es decir, atraer al cliente hacia nosotros en lugar de bombardearle con reclamos y mensajes, a veces intrusivos, que en el contexto actual pasan inadvertidos cada vez con más frecuencia”.

Como explica este directivo, “Showcases puede mejorar la percepción del cliente en más momentos de su viaje. Si el establecimiento dispone de una propuesta onmicanal, un escaparate con Showcases puede actuar como punto central para dirigir al cliente hacia el establecimiento físico, derivarlo hacia la web móvil o hacia una app, en función de la acción que el cliente vaya a realizar o de si la tienda está abierta o cerrada”.

It is also very useful when used in the trade as "can support sales personnel providing location information and prices, operating instructions in the language of the client, downloads and even opinions of other users, supporting the purchasing decision" , points out Domingo.

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By • 13 Mar, 2017
• Section: Digital signage, Studies, Business, Dynamic advertising

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