The digital signage market closes a moderate first quarter of 2016

Although in the first half of the year growth has been almost flat in digital signage companies in Spain and Portugal compared to the same period of 2015, Customer demand has increased and the industry, with the retail sector as the largest vertical market, along with outdoor digital advertising, follows a positive trend.

The last index OVAB Europa of the Business Climate in Digital Signage in Spain and Portugal (DBCI), prepared by the consultant You are jealous, has maintained a stable evolution in the first quarter of 2016, with almost flat growth and a lower nominal increase in 0,41 basic points, what happens 68,99 basic points to 69,40.

The current business situation, corresponding to the months of March and April 2016, has experienced positive growth, since more than 60% of the companies surveyed register a good situation for their products and services in this period. Short-term optimism is rated more conservative by market participants, as they point out from Neo Advertising. Even so, The prognosis is more favorable for almost a 90% of the companies surveyed.

Retail accounts for just over a quarter of all digital signage revenue and is the largest vertical market.. Costumer engagement, marketing and environmental facilities are becoming more common, not only in most large retailers, but also in SMEs.

Outdoor digital advertising is also a very interesting market objective, with increase of 12% in total revenue through the sale of advertising space in 2015. Also the QSR vertical market & Restaurant showed the greatest dynamism in the last year, with many networks of menu boards, like the ones displayed at Burger King, Pans and Company y 100 Montaditos.

New networks and intelligent cross-media in DooH

The most important driver of Digital Out Home in Spain will be the installation of new networks in the future. This development began last year and DooH investment has increased significantly. The main factor in the future will be intelligent cross-media for dynamic campaigns, that is to say, online video.

Around the 33% of participants in this market expect this development to give a greater boost to the industry in the coming years. Investments in existing networks increasingly shift to installing new locations or screens to improve existing technology (hardware/ software).