Case Study: Fira Barcelona boosts sponsorship revenue and attendee engagement with NowSignage

Worlds Largest Pharma Expo at Fira Barcelona

Fira Barcelona, host of the world’s largest pharmaceutical event with over 40,000 attendees, needed a way to connect more than 60 screens around the venue, raise brand exposure for exhibitors like CPhI, and create sponsorship and ad revenue without disrupting concurrent shows. NowSignage was engaged to provide digital signage via its intelligent multi-screen management system to address these challenges.

NowSignage implemented its multi-screen digital signage solution across Fira’s 60+ displays, enabling targeted, time- and location-based advertising, animated content, and scheduling weeks in advance. The deployment captured attendees’ attention, allowed organisers to sell premium ad space (creating a lucrative revenue stream for UBM), and streamlined content updates across different events — reaching 40,000 attendees and monetising venue inventory more effectively thanks to NowSignage.

Fira Barcelona