- The Digital Signage industry in Russia has a positive business sentiment and the orderbooks are full until the end of the year. This indicates the OVAB Europe Digital Signage Business Climate Index (DBCI), which is polled by invidis consulting with the support of the European Digital Signage and Digital-out-of-Home association OVAB.
The Digital Signage Business Climate Index Russia has been polled for the second time in 2014. Since the last survey in May, the index has increased by 10,95 base points to 30,00 base points. The positive trend of the DBCI reflects the slightly positive business sentiment of the Digital Signage industry in Russia.
Contrary to the politically induced negative general economic trend in Russia the Digital Signage industry has a more positive outlook for the future. Market participants expecting a ‘more favourable’ business situation within the next six months have increased by almost 70%. In the Russian Digital Signage industry most projects – particularly the government funded projects – have fixed deadlines at the end of the calendar year. This leads to tenders being awarded before September to be implemented till the end of the year. Therefore the market records a high confidence for good business in the second half of the year.
More than 50% of all polled companies have already installed displays with sizes smaller than 32“ in Digital Signage solutions. Furthermore, over two thirds of the market expect the highest potential for Small Signage (professional displays smaller 32“) in the retail sector at the Point of Sale. Electronic price tags as well as e-posters mounted on the shelves or integrated in the shop furniture will have a lions-share of the revenues generated.
The creative process in DooH campaigns has to manage many difficult challenges. Particularly the restricted budgets in the below-the-line media have the most noticeable impact for the creative freedom. Moreover the primary conception phase, where one adapts campaigns from other media formats to perfectly fit the DooH characteristics, is seen as a very high hurdle.
The full survey can be downloaded here.