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Think Narrow, Win Large: Advertising, Analytics, and Applications in Digital Signage
MultiMedia Intelligence, June 2009, Pages: 55
Report dissects the global financial recession that began officially in December of 2007, and then escalated the second half of 2008. MMI saw how Q4 2008 adversely affected the digital signage industry. The money that advertisers had been willing to spend on digital signage had been growing roughly 20% annually in the years 2003-2008. Then Sub-Prime, Oil Prices, Banking, etc hit. While it is impossible to anticipate when global financial markets will turn around, it can be definitely said that ad revenues in 2009 most likely will not match the ad revenues generated from digital signage in 2008. There are signs of life, GM announce June, 22 2009 that it will spend $45M to $50M per month as it comes out of bankruptcy. How much of that will go to DS will be interesting. The vertical markets that were hardest hit were the financial sector and the retail sector. Ad revenue drop offs were not as extreme in the government or educational sectors where digital signage is used as a communication medium in addition to being a backdrop for advertisements.
- In 2008, China had the most individual site deployments in digital signage, but the United States still had the most advertising dollars committed to digital signage.
- Places like E Europe and the Middle East are adopting digital signage more quickly.
- 3D displays and holographic displays will gain momentum in usage.
The research, 'Think Narrow, Win Large: Advertising, Analytics, and Applications in Digital Signage,' forecasts ad revenues by country and region in digital signage as well as by market vertical. The report discusses new trends in digital signage as witnessed in 1Q09. The report reviews what the best practices in content and content management are. The report augments the conclusions about each country and market vertical that is forecasted by discussing key deployments, partnerships and regulations in each region. GestureTek is profiled – their leadership in analytics is investigated as a way to further understand analytical software. Wireless penetration, 3D, holographic and touch screen applications are forecast. Lastly, the report discusses the future of digital signage
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