Trends and Opportunity

​WHY THE GROWTH?

Digital signage enables the creation of attention-getting, eye-catching digital displays tailored to a unique targeted audience – influencing their buying decision at the point of purchase.      

  • 19% of consumers who claim to have made unplanned, impulse purchases of products they’ve seen advertised digitally.

  • According to a study by Arbitron, digital signs reach an astounding number of Americans: 70% have seen a digital video display in the past month, versus 43% on the Internet or 41% on Facebook.

  • Not only that, but 52% of teenage and adult Americans have viewed a digital display within the past week.

  • Of those 70% of Americans who recall seeing a digital video display in the past month, 47% specifically recall seeing an ad (nearly half).  website.
   
Gaining Momentum
Exposure to place-based digital out-of-home advertising has increased sharply as consumers spend more of their time outdoors and away from home, according to PQ Media’s latest research. Consumer Exposure to Digital Out-of-Home Media Worldwide 2014 suggests that place-based digital advertising is on the verge of a long-awaited industry breakout. Digital signage has been building momentum in recent years through increased consumer exposure and operator revenues, resulting in digital signage media ascending to the world’s second fastest-growing ad medium as it quickly becomes a vital component of the transitioning media ecosystem.

PwC’s forecast calls for Out Of Home revenue to reach more than $18bn in 2019, up from $9.71bn in 2014, while global revenue growth for digital out-of-home media providers is estimated at more than 13.2% (CAGR).

Digital out-of-home (DOOH) advertising will grow faster than mobile and Video On Demand (VOD) over the next five years, according to a just released perception study of media professionals by Ocean Group. More than 86% of study respondents identified DOOH advertising as having the biggest growth potential over the next five years, putting the medium ahead of mobile (67.2%), Video on Demand (60.8%) and every other media channel. DOOH advertising also scored higher than any other media channel for offering dynamic (83%), exciting (69%), modern (82%), and versatile (67%) advertising environments.

Retail Industry Pain Points    
  • Current networks are difficult to manage.
  • Content validation is arduous.
  • Data integration is complex.
  • Content has limited impact without engagement or relevance.
  • Difficult for vendors to produce an engaging user experience without the use of customization (sound, touch, video, etc.).
 
 
Given the incredible and swift rise of online purchases and the ever-increasing list of options offered by Amazon, retail is looking to transform the customer shopping experience. 
Retailers intend their digital signage to be more than just a glorified PowerPoint presentation. They want integration with multiple systems present in the retail setting. They want to be able to use the screens for training after hours as well as for digital signage to be connected with the inventory system so that specials can be offered based on what’s selling and what not.
They also want the content to be coordinated with other marketing efforts online and on mobile devices. Creating an Omni-channel experience requires forethought and planning.