Abstract
The shift of advertising expenditure from traditional media like television,
radio and newspapers to outdoor is an indicator that digital signage will
witness a major growth in the near future. However, the major factors that is
going to drive the growth of digital signage in the near future will be
lowering of the capital expenditure on signage devices and also the
advancements in instant downloading of the new signs on the display
panel.
The outdoor industry' s move to digital signage means higher quality,
better networking, faster time to market, and more efficient customer
targeting.
Lamar Advertising is considered the most aggressive outdoor
company in transforming to digital. But over the past few months, CBS has also
taken on a more aggressive stance with regard to digital billboards. Digital
signage has the power to accelerate revenue and cash flow growth of these
signage companies. As the digital rollout moves into the second stage with
advancements in technology, outdoor advertisers are likely to capture a larger
portion of advertising dollars.
The report analyzes the complex supply chain
of the digital signage industry and assesses the market opportunities for
various types of players in this industry. It focuses on the outdoor
advertising market that is gearing to provide digital signage solutions. The
market drivers, trends and challenges for the digital signage industry have
been analysed. Further, it highlights the positioning and strategies of top
global digital signage players -- CBS Outdoor, Lamar, Clear Channel and
JCDecaux.
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