Expectations for the digital signage business are optimistic, according to the DBCI

Companies optimistic about the potential of programmatic buying in DooH. They see medium growth potential and the market is expected to increase between 5 al 10% in 2017.

The digital signage market in the Iberian Peninsula remains at positive levels during this last quarter 2016. According to the latest survey of the Digital Signage Business Climate Index in Spain and Portugal (DBCI) There has been a nominal decrease of 2,91 base points, passing from 55,49 a 52,58 points.

The current business situation shows a consistent feeling of satisfaction, with almost non-existent negative scores. The forecast for the nearest future has registered an increase in the most conservative vision of the business situation. Besides, currently almost 80% of the companies surveyed expect a more favorable business situation in the next six months for their products and services.

Around the 75% of digital signage projects carried out in 2015 They were small and medium-sized with facilities of up to 50 screens. Small projects have a greater margin and can be carried out satisfactorily with most players.

Digital signage networks with more than 100 players represent less than 10% of the total. Big projects generate high profits, but discounts increase with volume which adjusts the margin. Besides, only some market participants can carry out projects with more than 100 displays sustainably.

Programmatic purchasing in DooH

Market agents see medium growth potential in programmatic purchasing in digital out-of-home (DooH). They expect the market to reach between 5 al 10% in 2017. The forecast for 2020 is less clear since the participants have not yet decided on their evaluation.

In general, companies surveyed are optimistic about the potential of programmatic buying in DooH. However, while the business concept has a defined potential, There are still many technical issues that need to be resolved..

The DBCl or the OVAB Europe Digital Signage and DooH Business Climate Index is an indicator of the economic development of the digital signage and digital ouf-of-home sector that is based on the responses of senior management of relevant companies in the industry..

The consultant Invidis Consulting collects the information and manages the study in collaboration with the digital signage association and Dooh, OVAB Europa and other national organizations.