OVAB Europe Digital Signage Business Climate Index (DBCI)

Consistent satisfaction with the current business situation in Benelux

The Digital Signage industry in Benelux shows a consistent satisfaction with the current business situation. This indicates the OVAB Europe Digital Signage Business Climate Index (DBCI), which is polled by invidis consulting with the support of the Digital Signage and Digital-out-of-Home association OVAB Europe. (Daniel Russell)

DBCI Benelux July/August 2014 - Expectations (Graphic: invidis)

DBCI Benelux July/August 2014 – Expectations (Graphic: invidis)

The Digital Signage Business Climate Index Benelux has been polled for the third time in 2014. The index has decreased by 4,80 base points to reach 60,42 base points, reflecting the current positive business sentiment of the Digital Signage industry in Benelux. The industry shows an high satisfaction with the current business situation as over 95% of all participants answered with ‘good’ or ‘satisfactory’. The expectations for the next six months are very good as 66% of all polled companies see the future ‘more favorable’.

The Digital Signage market in Benelux has been very stable on a positive level since the beginning of the year. The market participants are doing constantly good business. However, most business comes from small and medium size projects. Big roll-outs with more than 100 displays are still very rare. The slow recovery of the general economy paired with declining consumer spendings have had a clear impact on the investments particularly of the blue chip companies. Hence the strategic budgets, on which most large scale Digital Signage projects are dependent, have suffered.

Further research

DBCI Benelux July/August 2014 -  Digital Signage installation for Microsoft in Luxemburg (Picture: Inui Studio; Graphic: invidis)

DBCI Benelux July/August 2014 – Digital Signage installation for Microsoft in Luxemburg (Picture: Inui Studio; Graphic: invidis)

73% of all polled companies have already installed displays with sizes smaller than 32“ in Digital Signage solutions. The market participants also predict a strong increase in customer demand for Small Signage within the next 12 months.

The creative process in DooH campaigns has to manage many difficult challenges. Particularly 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.