Finger on the pulse of digital outdoor advertising

The digital outdoor advertising sector in Europe is to get its own index. OVAB Europe, the association representing the digital out-of-home media sector in Europe, is currently running its first data gathering enquiry and at the same time initiating a regular market assessment of this sector, which is still quite new in Europe. (Florian Rotberg)

The plan is to generate the ‘European DooH Business Climate Index’ (DBCI) on a quarterly basis. In the first stage, the index enquiry will be answered by around 500 market participants in hardware, software, infrastructure, service, network operation and advertising from all the relevant European countries or regions. Countries outside the DACH
Region currently included are France, Great Britain, Italy and Russia and then Spain, Scandinavia, Benelux, Turkey and Poland.

“The DooH media have a huge potential which we are not yet able to express in specific figures to commerce and the media. The DBCI will change all that. With this index, we can
create transparency, which will help develop the sector as a whole,” explains Dirk Hülsermann, President of OVAB Europe.

In an online enquiry, all participants will evaluate two points which, taken together, will produce the index: Firstly, the current economic situation and secondly, the anticipated
development in the next six months. “This will give us valid figures without the participants having to reveal business secrets,” continues Hülsermann. The size of the sample
population per country or region will be geared to its gross domestic product.

A panel of experts independent of OVAB Europe will also ensure that all the important local companies will be included in the enquiry.

About OVAB Europe:
OVAB Europe is the first independent, pan-European forum for suppliers and service providers of audiovisual media at the POS and POI. The association complements existing organisations within the digital out-of-home industry and in this complementary role concentrates exclusively on the field of digital out-of-home media. This makes the association a meeting point and information source for all the concerns of partners in this industry and system suppliers in this field.