OVAB Europe’s Digital Signage Business Climate Index (DBCI) has been used to analyse the 2014 DACH and Benelux markets. In DACH, the Index began the year very positively; despite losing some momentum from Q2 onwards, the results were overall in the upper positive section. The DOOH market recorded a very good year, with advertising revenues up between 20% and 30%. The SMB sector, representing more than 50% of revenues, was identified as the most important market sector. There was also high demand for entry-level products, mobile integration, small signage and interactivity at the PoS. UltraHD is expected to only have a low impact – between a 5% and 10% market share.
The Benelux market experienced steady growth throughout 2013 and grew very strongly in the first two quarters of 2014. However, Q3 and Q4 was more volatile; around 20% of market stakeholders recorded lower YoY revenues. The SMB market was even more important in Benelux, representing more than 60% of revenues. Large (100+ displays) signage roll-outs are still rare, and there was increasing demand for interactive solutions.
