Gail Chiasson, North American Editor
According to the latest Digital Signage Business Climate Index (DBCI) in Spain and Portugal, the industry now has a good business outlook after a slow start in 2015.
The DBCI or OVAB Europe Digital Signage and DOOH Business Climate Index is the leading European early indicator for economic development in the Digital Signage and Digital-out-of-Home. Published bi-monthly, it is based on the responses of the high level management from all relevant companies in the Digital Signage value chain. This is the fifth time that Spain and Portugal have been polled.
The current business situation has markedly increased since the last survey with over half of all market participants having a positive business sentiment. It shows that the little slump at the start of the year has been overcome by the industry. At the same time the outlook for the next sixth months has become slightly more cautious, as the percentage of companies expecting a more favourable situation has dropped slightly.
Retail, with approximately one-fifth of all Digital Signage revenues, is still the biggest vertical market. Customer engagement, marketing and ambient installations are becoming more and more common not only in most high-street retailers, but also in small and medium businesses. However this segment has lost market share as other verticals become more important in the last year.
The corporate communication vertical market has seen a positive trend over the last few years. With rising IT budgets, the digitization of employee communications is now seen as a sustainable investment by many companies
Shopping Malls is the third biggest vertical market. Since new shopping malls are being equipped regularly with Digital Signage solutions, not only for the retail outlets, but also for information, wayfinding and marketing by the mall operator, it is expected that consistent revenues can be generated here
The market participants see a clear growth potential in DOOH. They expect that the market share of DOOH within Out-of-Home will reach between 10% and 15% by 2018. First and foremost, growth in DOOH will be achieved by the installation of new networks. On the other hand many market participants also see good potential for bundling DOOH with other digital media. Existing networks almost look to have reached their maximum penetration
The index is compiled and managed by invidis consulting in cooperation with the Digital Signage and Digital-Out-of-Home association OVAB Europe and various national digital signage and digital out-of-home associations.
To achieve a better overview invidis has re-launched the DBCI research sector on its website. The new listings provide a wealth of information with more than 100 individual surveys already online and dozens being added every other month.
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