Printed Signage - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts 2019 - 2029

The Printed Signage Market size is estimated at USD 41.88 billion in 2024, and is expected to reach USD 45.26 billion by 2029, growing at a CAGR of 1.56% during the forecast period (2024-2029).

The COVID-19 pandemic has created economic turmoil for small, medium, and large-scale industries worldwide. The global government's lockdown has further resulted in industries taking a hit and disrupting the supply chain and manufacturing operations worldwide. Due to this, the printed signage market has had a mixed impact due to the change in demand from various end-user industries. In most of the end-user industries, printed signage witnessed a significant decline.

Key Highlights

• Printed signage is one of the most widely used forms of signage solutions across the world. It is majorly employed to market and advertise products to attract consumers and expand their knowledge regarding the availability and features through billboards and backlit displays, among others. Historically, printed signage has been successful in engaging a customer, thereby fulfilling the need to grab attention which is the key to creating awareness within the few seconds that a vendor has before the customer moves on from their stores.
• Cost-effectiveness is the primary factor that drives market growth, as it offers low-cost and efficient signage solutions for many industries. The low investments required for deploying these types of signs and a longer lifespan are the major factors that are helping the printed signage market to survive with intense competition from emerging digital signage. The prime reason behind most of the businesses and companies that opted for printed signage solutions is the ease of deployment without the need for additional maintenance costs.
• The market is also witnessing multiple acquisition activities. For instance, in February 2021, Strategic Factory, a UD-based, single-point provider for print, signage, branded products, and marketing, announced that Baltimore sign manufacturer A|A Signs, which offers signage for commercial real estate developers and several businesses throughout the region would be joining the Strategic Factory organization. A|A Signs products include building signage, pylon signs, monument signs, vehicle graphics, fleet branding, impact logos, wayfinding, and directional signs.
• Large-format printing is utilized to create high-impact visuals, such as banners, posters, signs, charts, announcements, diagrams, and marketing displays. Printed signage is being used by a wide range of companies and organizations for day-to-day operations, significantly for advertising and marketing purposes, commonly across retail locations, lobbies, tradeshows, showrooms, event venues, and points of purchase.
• Digital signage may incur greater expense initially than printed materials; however, it will present long-term savings. This factor is poised to provide significant competition to printed signage. Further, the longer lifespan and high resale value of digital signboards also influence the adoption of these systems.
• Moreover, the pandemic outbreak resulted in a drastic reduction in travel worldwide. This had a considerable negative impact on the transportation and logistics industry, thereby restricting the usage of outdoor printed signage. Also, the printed signage market has had a number of impacts due to changing demand from various end-use industries. Printed billboards have declined significantly in most end-user industries. However, end users, such as healthcare, witnessed increased demand to make signages related to COVID-19 precautions.

Printed Signage Market Trends

Retail Sector Expected to Grow at a Significant Rate

• Retail signage can include anything from posters, banners, and backdrops to pop-up displays and graphics. Signage has always been critical in instantly communicating messages to viewers and creating an atmosphere and emotion that deliver on a brand promise and signpost key organizational messages.
• With the retail industry focusing on expanding and investing considerably in advertising and marketing, the printed signage market is expected to grow further. The retail sector is growing exponentially, aided by the development of e-commerce; however, the brick-and-mortar industry still commands a significant market share, but the growth of e-commerce is comparatively fast-paced.
• Printed signage for retail stores varies in form and size based on location and intention. Still, the primary motive for all, whether an expansive banner or a billboard, is to drive foot traffic and communicate with potential customers. These are placed on the storefront, banners, barricades, and every place of the retail store, and hence are a vital part of the retail business.
• Retail vendors are increasingly spending on advertising, including brick-and-mortar and e-commerce vendors. This is expected to command a significant share of the printed signage spending.There are various types of retail signage, such as exterior retail signage and interior retail signage. Interior retail signage is focused on getting a customer to make a purchase, primarily to direct customers to specific locations in the store for sales, high-volume items, dressing rooms, or even restrooms. Exterior retail signage is considered an essential kind of retail signage to create an engaging, up-to-date, and fresh invitation.

Asia Pacific to Hold Significant Market Share

• The Asia Pacific region is witnessing innovations for broadening the selection of signage printers with an advanced and sophisticated design for businesses. Printed signage is becoming a more popular medium for more people in China due to the country's increasing urbanization. The sector has emerged as the channel that enables companies to consistently and quickly reach a large audience in China as people spend more and more time outside their homes and workplaces.
• Further road signs and spray-painted posts were China's two primary forms of signage advertising. As targeting technology advances, brands can reach their target Chinese demographic more engagingly and contextually with appropriate messaging.
• The top advertisers in print signage advertising in India currently include companies in the fintech, e-commerce, OTT, real estate, and hyperlocal services sectors. Automobiles, mobile phones, consumer durables, IPL teams, and tech companies are other businesses keeping a close eye on this space. Other factors driving the sector's growth are increased consolidation among media owners and higher adoption of printed OOH's relatively premium properties.
• Moreover, the pandemic pushed the industry's reset button and sparked investments in technology-driven signage media measurement. Significant technological investments have been made in delivering experiential communication, distinguishing OOH from other media, such as large-format outdoor advertisements.
• Government initiatives are also driving the printed signage market in various regions helping businesses to connect with their customers. For instance, in April 2022, The Brihanmumbai Municipal Corporation (BMC)made it mandatory for shops to use signage boards with regional languages to create an inflow of business opportunities for the signage industry in India. With the Media Expo's return after two years, the financial capital will be the ideal meeting point to identify innovative and cost-effective signage solutions.
• Various regional vendors are increasingly focusing on soft signage applications catering to advertisements. For instance, Softjet Grand, the 3.2 meters wide printer, is an industrial smooth signage printer that combines digital advantages and has been efficiently optimized to replace PVC-based media. It also quickly prints on recyclable polyester-based fabrics and employs environmentally friendly aqueous inks. Softjet Grand is ideal for various soft signage applications, including banners, displays, wall decorations, signage, parasols, flags, backdrops, and outdoor advertisements.

Printed Signage Industry Overview

The Printed Signage Market is highly competitive and consists of several major players. In terms of market share, few players currently dominate the market. With the rising demand for printing and technological advancement across emerging economies, many companies are increasing their market presence, thereby expanding their business footprint across new markets.

• April 2022 - 3A Composites has signed a contract to become a 25% shareholder of Swedish International AB through a direct capital increase while strengthening its product portfolio in the display business with Sweden's natural fiber board production facility. Headquartered in Katrineholm, Sweden, Swedboard International AB is an innovative company that manufactures and sells eco-friendly boards for the graphics display industry.
• March 2022 - Avery Dennison Graphics Solutions has introduced a new generation of digital print films today, enabling companies in Australia, New Zealand, and Southeast Asia to swiftly and easily generate long-lasting inspirations on walls and vehicles. The brand-new Avery Dennison MPI 2904 Easy ApplyTM is a flexible, smooth, and glossy vinyl film made for vivid, high-quality digital printing. It provides excellent value for applications that are innovative and creative but have intermediate durability requirements, such as floor graphics, wall murals, outdoor signage, indoor and outdoor advertising, and even fleet vehicles with simple curves or flat surfaces.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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