IAB Spain graphically presents the situation of the digital signage market

The digital signage market is gaining positions. Digital advertising investment will reach 12 million euros in 2013 and for its application there are more than 2,5 millions of screens.

IAB Spain has made known the infographic of the digital signage market. A document that collects, graphically, the key aspects of a market that is increasingly gaining more weight in digital advertising investment budgets, with figures that are expected to reach 12 million euros in 2013 and for which more than 2,5 millions of screens. “Agencies are already planning Cross-Media campaigns, from web to mobile through social networks or connected TV, “Digital Signage being the new exponent of digital innovation”, explains Javier Clarke, Director of Mobile & New Media by IAB Spain.

It is a technology in which a wide variety of techniques and media converge and that has merged the world of mobility with that of social networks.. Besides, has been able to redefine traditional experiences and generate new business models.

According to the data collected in this document, he 82% of users believe that digital signage improves brand image and 78% that these media are capable of capturing the audience's attention much better than with traditional non-digital advertising.

For Carlos Marina, Director of Marketing and Sales at Telefónica on the Spot Services, “digital signage is part of the new digital revolution, as it improves consumer experiences at the point of sale, both in shopping centers and airports, stations, or stores. It is essential to understand how to adapt the strategy to this new user demand”.

The document has been prepared by the Digital Signage Commission, formed by Alooha, Open, Cramp, GroupM, Icon Multimedia, Impactmedia, NEC, NEO Advertising, Netbooster, Ogilvy, OJD, Panasonic, Publimedia Management, Technological, Telefónica on the Spot Services, TV3, Verybox, Vision Robotics y Vivocom.