IAB Spain presents its first annual study of the digital signage sector

IAB Spain, the association that represents the advertising sector, marketing and digital communication in Spain, has released the First Annual Digital Signage Study, which shows the keys to this advertising channel that is becoming increasingly important in the digital marketing and advertising sector.

The digital screen is the outdoor advertising format most remembered by Spaniards (44%), in front of the advertising sign on buses or shelters (38%) or the advertising banner on a building (25%). These are one of the conclusions reached in the first report on digital signage carried out by the Interactive Advertising Bureau (IAB) Spain, reference association in the field of advertising in digital media in Spain.

According to the data of this study, prepared by the Digital Signage Commission of IAB Spain in collaboration with MetrixLab and Publimedia Gestión, he 97% of Spaniards are interested in interacting with touch screens to orient themselves and search for information as the main reasons, while a 73% have already interacted in some way with digital screens. In addition, The report confirms that digital screens currently have an advertising memory of the 40% throughout Spain, percentage that rises to 50% in Madrid and Barcelona.

Improvement of brand image

The digital screen differs from other non-digital formats due to its ability to improve the image of brands and reinforce their affinity with the public., according to the data of this study. And 82% of Spaniards believe that the digital screen improves the image of a brand; and a 79% claims that it manages to create a connection between the brand and its audience. Besides, 9 decade 10 They consider that it brings modernity and innovation to cities and they welcome the format very favorably., especially the younger audience.

Content preferences

The study confirms that there are differences in the desired content depending on where the public is located.. In stores, content linked to current offers and promotions is preferred., while on the street service to citizens is more appreciated. In both cases the user perceives a strengthening of the advertising brands.

Antonio Traugott, director general of IAB Spain, has commented that since this association “We are committed to promoting digital signage as another point of innovation in the advertising and digital communication sector.. Studies like this, reinforce the arguments in favor of this market.

Traugott was accompanied at the presentation by Alberto Sanagustín, member of the Board of Directors of IAB Spain and Head of Digital & Client Business Partner en Universal McCann; Javier Clarke, Director of Marketing and Mobile at IAB Spain; Humberto Sarabia, Head of Digital Marketing at Publimedia Gestión; and Daniel Obeso, Account Consultant for MetrixLab.

Digital signage is expected to experience a strong increase in advertising investment in the coming years. Aware of it, IAB Spain established in 2010 a commission specialized in this topic with some of the most important companies in the sector. The commission is made up of Alooha, Open, Cramp, Group M, Icon Multimedia, Inves, MMD Monitors & Displays, NEC, Neo Advertising, Nielsen, Ogilvy, OJD, Panasonic, Publimedia, Reed Exhibitions, Technological, Telefónica, On the spot, TV3, Venco Electronics, Verybox, Visión Robotics y Vivocom.