Marc Serra - Operations & IT Manager at Netipbox
As it does every year, IAB Spain has conducted a study on the state of the digital signage sector in Spain.
To produce this report, digital signage experts from the association representing the digital communications sector in Spain analyzed the level of awareness of digital signage formats, how digital advertising is perceived, interaction with these formats, and the role of digital communications in the retail sector.
Awareness of Communication Media
One of the first things that stands out when reading the study for the first time is that dynamic communication is becoming increasingly important in indoor spaces. When asked, “Which indoor medium is most memorable?”, 51% of respondents said screens. Most people highlight totems, screens, or kiosks in shopping centers (86%) and/or retail outlets (72%).
Furthermore, the coexistence of non-digital communication and dynamic advertising is more significant indoors than on the street. Furthermore, 55% of the content displayed in offline spaces consists of ads, and 47% consists of offers or promotions. These figures demonstrate that in-store digital signage continues to influence the purchasing process.
Perception of Digital Advertising
In addition to attracting much more attention than static advertising, digital signage conveys a sense of modernity to 90% of those surveyed, and 85% consider it very practical and tailored to their needs. This is essential information, as tailored communication will enable stores to increase their sales. Just as the internet provides consumers with supplementary information to help them make purchases at brick-and-mortar stores, in-store screens and other digital media are viewed by users as a very useful source of information.
Interaction with Digital Media
As this study on digital signage shows, there is a high level of awareness in Spain of the ways to interact with digital media once users are inside a brick-and-mortar store. Sixty-six percent of people report having used a QR code, social media, a touchscreen, or Bluetooth at least once in a store. Of these, 46% recall the specific method they used to interact with their favorite brand’s store.
But why are users increasingly turning to these digital platforms in offline settings? The creative content presented encourages customers to engage with brands in stores. Special offers top the list of motivations at 18%. Thanks to its immediacy, digital communication offers the possibility of presenting the offer that best suits consumers. In this case, obtaining discounts also tops the list of motivations. Six out of ten users view it positively when brands encourage them to interact with digital platforms to get a lower price.
Retail and Digital Advertising
Retail store managers must also take other consumer expectations into account. For example, the ability to access an interactive catalog has the potential to increase customer satisfaction. Forty-three percent of users view it very positively when brands install digital displays to share this type of information. Furthermore, it is important not to discourage consumers’ desire to make a purchase. In this regard, 41% of those interviewed confirmed that they would like to be able to make a purchase via a touchscreen in the store if the product they are looking for is not available in the physical store.
