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MultiMedia Intelligence Suggests Strong Growth for the Digital Signage Industry

Author: WireSpring on 2008-10-29 10:57:24

This press release from MarketWatch tells us:

The digital signage market continues its growth as the market consumes 1.1 million displays in 2008, according to MultiMedia Intelligence. This is an increase in display shipments of 34% over 2007. By 2012, the market will consume nearly 2.3 million displays.

"Digital signage is the next evolution of multiplatform advertising," according to Frank Dickson, Chief Research Officer with MultiMedia Intelligence. "The integration of IP-based network management allows entire screen deployments to be centrally controlled, allowing for dynamic and simultaneous control of text, video and graphics."

These displays are more than just advertising. They add value by providing information, ambient lighting, directions and other value-added content to enhance the shopping experience. Multiplatform features become compelling as mobility, location, IP surveillance, and informational services are integrated.

MultiMedia Intelligence's new research also found:
  • Current global economic weakness will sap growth between 2008 and 2009, but 2010 returns to strong double-digit growth.
  • Ethernet is by far the dominant connection interface. HDMI and cellular will become increasingly significant.
  • China overtook the USA as the top digital signage consumer, driven by preparations for the 2008 Olympics.
  • Retail, transportation and restaurants and bars are the top 3 digital signage verticals. Education and corporate communications verticals are making impressive gains.
  • Digital signage is increasingly driven by digital media adapters rather than PCs.
  • Digital media adapters will exceed PCs in 2009. Roughly 8% of digital displays have embedded TV Tuners, with ATSC, DVB and country-specific standards competing for leadership.
  • Although hard disk drives dominate the market, solid state drives are making in-roads.
Our take:

It's hard to be bullish about any market today, particularly something in the advertising/marketing sector that's so closely linked to discretionary spending (by both companies and consumers), but there's no question that the digital signage industry is growing faster than virtually any other advertising industry right now.  Whether it's due to an increased focused on ROI, more calls for accountability, or simply more companies willing to experiment during what are sure to be 'down times' anyway, digital out-of-home spending is set to rise.


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