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

Two markets going from strength to strength – DE/AT/CH and BENELUX

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.

Germany, Austria and Switzerland

  • The DBCI started very positive in 2014, but it lost some momentum from the second quarter onwards. Still it constantly scored in the upper positive range.
  • With over 50% of all revenues generated, the SMB sector has become the most important and dynamic growing sector for the digital signage market.
  • The last 12 months recorded a high customer demand for entry-level products, mobile integration, small signage and interactivity at the PoS.
  • 4k will have only a low impact in 2015. The polled companies expect only a 5% to 10% market share for UHD digital signage projects.
  • The digital out of home market again recorded a very good year with gross advertising revenues growing between 20% and 30%.
DBCI markets & countries 2015 (Image: invidis)
DBCI markets & countries 2015 (Image: invidis)

 

Benelux

  • Steady growth over the full year 2013 and a very strong year-on-year showing of the first two quarters in 2014 has been driving the digital signage and DooH market.
  • However, the rest of the year has seen some volatility, as approximately 20% of the market participants recorded lower total revenues compared to the previous year.
  • With over 60% of all revenues generated, the SMB sector has become the most important and dynamic growing sector for the digital signage market.
  • Big roll-outs with more than 100 displays are still very rare. The slow investments particularly of the blue chip companies had a dampening effect for most large scale digital signage projects.
  • Increasing demand for interactive and “engaging” solution is strengthening the high demand for specialized integration and content creation services and products.