Founded 2008 Location Munich, Germany Method Membership | Type non-profit Area served Europe, MENA | |
Focus Digital Signage, Digital Out-of-home advertising | ||
The Out-of-home Video Advertising Bureau, Europe (OVAB Europe) was founded on November 13, 2008. This was originally an offshoot of the US-based Out-of-home Video Advertising Bureau, a trade association, which has since changed its name to the Digital Place-based Advertising Association (DPAA). OVAB Europe is managed separately from the DPAA.
Contents
Its stated mission is to "raise the awareness and to establish the digital out-of-home communication as an independent and accepted media within the media landscape". It positions itself as the "first information source for media and public regarding the European Digital Signage industry". Therefore, its focus is particularly towards the digital advertising sector as well as the more general digital signage industry.
Its administration offices are based in Munich, Germany.
Background
The OVAB Europe founding board members consisted of founder and president Dirk Huelsermann, vice-chairman Ronni Guggenheim and vice-president and treasurer Richard Malley.
The launch of OVAB Europe came at a time when the digital out-of-home advertising market was predicted to expand rapidly in Europe, with some large global outdoor advertisers, such as JCDecaux and Clear Channel, already investing in the market.
The current board members are listed as:
Membership
The following companies were founding members of the bureau:
Its membership has since expanded to over twenty member companies.
In 2011 OVAB Europe widened its intended membership base to include the MENA region. The first member from that region was reported as being the Abu Dhabi Media Company.
Standards
OVAB Europe and its members have collaborated to create a number of standards related to the digital out-of-home and digital signage industries. These have been made public, along with new standards drafts available for public scrutiny.
At the Integrated Systems Europe trade show event in 2010, the OVAB Europe stand was used to promote the adoption of industry standards.
Research
In 2009, OVAB Europe launched the DOOH Business Climate Index (DBCI), which is designed to be a benchmark assessment of the sector across several European countries. Selected participants evaluate their current economic situation and anticipated development in the following six months. The results are used to produce an overall index number, planned to be updated each quarter of the year.
The DBCI is currently produced bi-monthly, and covers 75% of the EMEA public display market. It is produced for OVAB Europe by member company invidis consulting.