Sentiment Remains Low in Russia

In the May/June period, Russia’s Digital Signage Business Climate Index (DBCI) rose almost 14.3 points – although it remained negative.

The DBCI, complied by OVAB Europe, measures sentiment in the digital signage industry. Russia’s result reflects the slightly-negative overall feeling in the market. However, there was a significant increase in the number of companies describing their current business as ‘good’ compared to the March/April survey: 35.7%, up from 14.3% (although down from 38.1% a year earlier).

Market outlook for the next six months is trending upwards, with 35.7% of respondents expecting an increase in their business. The same number expected no change, and 28.6% expected a decrease – compared to 19% in May/June 2014.

OVAB has been asking market participants in all regions about their feelings towards LED technology, compared to LCD. The Russian market was very conservative about LED’s use in indoor signage, with 64.3% considering it to have ‘very low’ market potential. In outdoor use, 92.9% of stakeholders said that the technology had ‘high’ or ‘very high’ potential to outclass LCD.