Abstract
The current global economic environment is full of uncertainties resulting
from the turmoil in the credit and financial markets impacting all businesses.
Advertising industry is not immune to this phenomenon - rather economic
slowdown is likely to have a deeper and prolonged advertising downturn.
However, out-of-home or outdoor advertising, one of the major segments of
advertising is bucking the trend with advertising dollars being diverted away
from traditional media like newspapers, television and radio. Digital signage,
a powerful and promising out-of-home advertising channel, appears to have the
chance to resist this downturn in advertising expenditure by offering a
dynamic messaging medium with an enhanced message impact.
One of the major growth drivers of digital signage is the advancement in
technology which has helped retailers, marketing and entertainment companies,
and many other organizations to ' narrowcast' dynamic video, graphical and
editorial content on hundreds, or even thousands, of digital signage displays
located virtually anywhere.
Advancement in technology along with declining input costs is making digital
signage a lucrative business proposition for advertisers. Recent advancements
in technology such as Bluetooth are helping to increase the attractiveness of
the out-of-home advertising medium. And a major emphasis on targeted
advertising by information, communications and education industries in North
America and Europe is resulting in increased demand for this advertising
medium.
Other factors driving growth of the global digital signage market include
increased urbanization and growth of retail spaces, flourishing tourism
industry, spending more time out of home by people and huge investments in
transport infrastructure in the emerging markets.
The report provides an in-depth analysis of the worldwide growth of the
digital signage industry. The potential opportunities that exist in this
market have been assessed and the threats that the industry faces mainly from
regulations have been highlighted. This report is a comprehensive view of the
growth of out-of-home advertising industry and the increasing acknowledge of
digital signage as a powerful medium to influence customer decision at the
point of purchase and also as an information and communication medium.
As there are a number of players operating in the industry to provide
integrated services, the supply chain of the digital signage industry has been
analyzed in the report along with the major barriers to entry for new firms.
Finally, the future of the industry has been assessed in the light of the
current downturn in the advertising industry and the underlying drivers of
growth.
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