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OVAB Digital Signage Business Climate Index - The year 2014 in review

Mixed feelings in the Mediterranean countries

The DBCI had a great success in 2014. To the core market of Germany, Austria and Switzerland and the Polish and Italian markets seven more countries were added in 2015.
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Over the year the markets of Belgium, Netherlands and Luxemburg (Benelux), Russia, Spain & Portugal and France all saw their first DBCI surveys. Together with OVAB cooperation partners and research ambassadors like the Club du Digital Media and OoH-TV in France or Roi Iglesias from Spain (CEO Neo Advertising) it was possible to introduce the DBCI in various markets with great success.

The DBCI or OVAB Europe Digital Signage & DooH Business Climate Index is a widely observed early indicator for economic development in the digital signage and digital out of home industry of the EMEA market region. The DBCI is published bi-monthly. It is based on the responses of the high level management from all relevant companies in the digital signage value chain.

Italy

  • The business sentiment in Italy has been volatile in 2014
  • The recessive general economy and the comparably slow political reform process have led to irritation in the industry
  • After a healthy market shakeout the remaining companies were able to stabilize their revenues and profits and only one third of the market have registered decreasing in revenues in 2014
  • Most business is currently made with small installations in the SMB sector
  • The market participants expect an increasing demand for digital signage solutions for small signage (displays smaller than 32”) / The primary scenarios are in the retail sector like shelf displays and digital posters at the PoS
DBCI markets & countries 2015 (Image: invidis)
DBCI markets & countries 2015 (Image: invidis)

Spain & Portugal

  • The Iberian peninsula is one of the Top 10 markets for digital signage in EMEA
  • In Spain/Portugal the digital signage market profited highly from the beginning upturn and from strong business relations to the booming Middle- and South-American markets
  • With the general economic upturn consumer spendings increased, hence retail and shopping malls are the two most important vertical markets for digital signage
  • Several big projects have surpassed the pilot phase and will start the main roll out with up to 500 displays in the near future
  • In the digital out of home sector the big advertising companies like Clear Channel and JCDecaux have been constantly investing in their digital portfolio, as revenues have grown by approximately 10% in 2014