OVAB’s results for Spain & Portugal showed the region exhibiting strong improvement in the mood, rising almost 9 points, to an index of 56.6. Since the previous survey the market sentiment has increased dramatically, following a small slump at the beginning of the year.
In the previous survey only 28.6% of respondents said that the current situation was ‘good’; 61.9% called it satisfactory and 9.5% said that it was poor. These figures have since changed to 52.5% (good), 43.5% (satisfactory) and 4.3% (poor).
For the next six months, vendors are cautious, with many switching their predictions from positive growth to unchanged. From 81% of participants expecting a more positive future in January/February, only 69.6% are in this camp now. The number expecting no change has risen from 14.3% to 26.1%, while those forecasting a fall has lowered slightly, from 4.8% to 4.3%.
Retail, corporate communications and shopping centre verticals were responsible for more than half of all signage revenues in Spain & Portugal last year. Retail is the largest market, with about a 20% share.
There will be significant growth in the DOOH market, as a segment of OOH, in the coming 36 months. Share is expected to reach 10% – 15% by 2018, with most growth (53.5%) coming from the installation of new networks, 20% from the expansion of existing networks, and the remainder from cross-media campaigns and bundling.
