Regional Reflections - Gwenaelle Villette

The Digital Out of Home (DOOH) market in France is growing as new and innovative outdoor technologies are introduced and as people become more attuned to the advantages over traditional static advertising. The DOOH market in France is perhaps a little less mature than others in Western Europe, and this is largely due to our business culture, but times are changing and we’re starting to see adoption rates increase across a range of markets including transportation, hospitality, local government, stadia, yachting, cruise ships and ski resorts.

This is because the business case for digital is becoming more feasible; the cost is no longer the be and end all of the decision process, but rather the adopters and influencers – installers, integrators, consultants and end users – are becoming more intellectually informed on the long-term investment benefits, when the technology is chosen correctly for the end application.

The dynamic nature of digital displays means their flexibility and efficiencies far outweigh printed signage, while delivering greater message control across one or multiple sites, and a more engaged audience. According to market research company IPSOS, 75% of audiences remember what they have seen on a digital display against 44% with a traditional poster.

It’s our role as manufacturers to educate the market on the ROI to be achieved from digital displays, if used effectively, and work closely with all parties to support and deliver a successful installation. Our Xtreme High Bright Outdoor Displays are field proven weather resistant digital displays that can be installed in any outdoor environment with reliable, 24/7 operation. The anti-glare, sharpness and brightness level of the image means it’s an ideal medium for any business seeking to communicate, inform and entertain – whether to stream live sport in a restaurant terrace, to advertise upcoming acts outside concert arenas or to give weather alerts to passengers on ski lifts. The placement opportunities are endless.

At Peerless-AV, product development is continuously evolving to meet a new generation of demand. We are ready to talk to you and to support you in your upcoming DOOH projects in France.

Written by Gwenaelle Villette, Director of Sales, France