Una visión del digital signage en España en 10 minutos

1. Digital Signage in Spain
Spain is different?
Status and future focus
Roi Iglesias – Essen – June 2010

2. Digital signage in Spain
Who´s Roi Iglesias? - Simple: Digital and Retail Media Expert
Marketing Manager at Altabox
Altabox is a digital media company specialized in digital
signage (project management). Specialties: software and digital
contents.
Kentia Digital Signage: spanish leader DS software: music and
video
Digital Signage Blogger –
www.digitalsignagecreativo.com
Blog focused on digital signage ideas, trends and keys. All the
articles are writen with one objective: Creativity… because
Audience is King.
Contributor Ooh-tv Spain – www.ooh-tv.es
Everyday digital signage news. News about all digital signage
projects and companies worldwide. Not opinion, information.

3. Digital signage in Spain
I. Digital Signage in Spain: Advertising and Corporate Networks
12.000 screens Digital advertising display market
Now: Metro Madrid, Metro Barcelona,
Airport Barcelona, Big Outdoor
Next!: Metro Bilbao, Metro Valencia,
Airports, Billboards…
22.000 screens Digital signage corporate channels
Biggest: Canal LAE (lottery) with around
66% networks do 4500 screens
not allow third Growing!: supermarkets (1200 screens),
party advertising banks (1400 screens), automobile (300
screens), malls (1000 screens), pharmacies
(1300 screens)…
Roi Iglesias
Source: Posterscope

4. Digital signage in Spain
II. Advertising Spend in Spain last year
Ad Spend Unconventional Media 7,078.100.000 €
POS and Merchandising: 1,500.000.000 € Growing!
Outdoor Advertising: 518.000.000 €
Ad Spend Conventional Media 5,621.000.000 €
Decreasing!
(survival)
Source: INFOADEX Roi Iglesias

5. Digital signage in Spain
II. Advertising Spend in Spain
How are going things in digital media? (2010)
Social Media Spend will grow to 14 million € (Zenith Vigía)
Internet Ad Spend will grow to 700 million € (expected IAB)
Marketing mobile grow to 20,7 million € (2009)
Last year (2009)
Digital media grows 4,9% (2009) to 654 million € (IAB)
11,6 % of total advertising spend in Spain
Roi Iglesias

6. Digital signage in Spain
III. What are we doing in Spain?
Shows
TOTALmedia: Third Edition: Digital Signage Show in Spain.
Viscom Sing: Visual Communication and Digital Signage (evolution to offer
more solutions to trade marketers)
Association: TOTALmedia creates AEDISI, a Spanish digital signage
association. Will start to work in a few months with specialized committees.
Studies
LaSalle Technova: Situation of Digital Signage in Spain (88 companies
envolved)
Conferences: are organized around 5 conference
events. Most specialists, although some focus on
trade marketers and advertising agencies Roi Iglesias

7. Digital signage in Spain
IV. Digital Signage Trends in Spain
Contents
From around 90 DS companies, only 13% work digital signage contents
Most of the content broadcast in digital signage networks in Spain are TV or
powerpoint files
Assocations
Think big. We needto play in the big leagues, along with advertising
professionals
Now the DS is and endogamy circle, but does not cross the barrier to the final
customer, agencies and the media agencies
Interactive
Audience is King. We don´t speak with the public. There is no dialogue
In Spain was not being implemented interactive systems, but begin to emerge

8. Digital signage in Spain
IV. Digital Signage Trends in Spain
Measurement
Advertisers call for data, but currently has no network audience
measurement systems
We need measurement systems in existing networks. We need to involve
research companies that audit the effectiveness and efficiency of our networks
Metrics
Establish metrics for digital signage allows us to provide security and
return on investment for advertisers and customer
We will work to professionalize the industry and position the digital signage as a
communication and advertisingtool, not simply a technological tool
Do not be endogamous…
the paper is not dead/ digital signage is not everything/ is
the evolution of instore and outdoor media
Roi Iglesias

9. Digital signage in Spain
Thanks!
Do you want more info about DS in Spain?
Feel free to contact me at roi.iglesias@digitalsignagecreativo.com
We may be able to build together the digital signage in Spain ... and enjoy
our excellent cuisine and gastronomy. You're invited!
Special Thanks to… Digital Signage Expo and Platt
Retail Institute for this great event