Global Digital Signage Market - Opportunities and Challenges
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.
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.
1. GLOBAL OUTDOOR ADVERTISING MARKET
2. DIGITAL SIGNAGE: AN OVERVIEW
2.1 An Introduction to Digital Signage
2.2 Market Overview
2.3 Markets for Digital Signage
Retail and Indoor Venues – the fastest growing markets
Retail
Airports
Entertainment Venues
Hospitality
Corporates
3. MARKET TRENDS
Declining cost of digital display
Declining flat screen prices
Digital signage influences consumer purchasing behaviour
4. GROWTH DRIVERS
Digital allows for cost saving opportunities
Digital allows higher CPMs
Global urbanization trends
Increasing global air passenger traffic
Major growth in outdoor spend
5. SUPPLY CHAIN ANALYSIS: DIGITAL SIGNAGE MARKET
6. COMPETITIVE LANDSCAPE: MAJOR PLAYERS IN DIGITAL SIGNAGE
6.1 Clear Channel Outdoor Holdings (CCO)
6.2 JCDecaux
6.3 CBS Outdoor
6.4 Lamar Advertising
7. MARKET OPPORTUNITIES
Tremendous opportunity for digital signage in potential sites
Opportunities for AV integrators
Satellite-delivered digital signage
8. NEW ENTRANTS TO THE INDUSTRY: ENTRY BARRIERS
9. MAJOR CHALLENGES
Cost prohibitive in remote zones
Advertising expenditures are highly cyclical
Heavily regulated outdoor industry and the growth of digital signage
10. MARKET FORECAST
FIGURES
Global Outdoor Advertising Expenditure: 2001-2006
Global Advertising Expenditure by Media: 2006
Global Digital Signage Market Size: 2005 & 2006
Total Number of Mega Cities: Current and Forecast (2015)
Global Air Passenger Traffic: 2003-2006 & 2015 (Forecast)
Ad spend by Media: Percentage of Total Ad Spend
Outdoor Advertising Revenue: Comparison of Major Players
Global Outdoor Advertising Expenditure: 2001-2006
Global Advertising Expenditure by Media: 2006
Global Digital Signage Market Size: 2005 & 2006
Total Number of Mega Cities: Current and Forecast (2015)
Global Air Passenger Traffic: 2003-2006 & 2015 (Forecast)
Ad spend by Media: Percentage of Total Ad Spend
Outdoor Advertising Revenue: Comparison of Major Players
TABLES
Top 20 Outdoor Markets by Ad Spend
Impact of new technology on different media
Potential number of sites for digital display deployment
Industry characteristics that restrict entry of new players
Top 20 Outdoor Markets by Ad Spend
Impact of new technology on different media
Potential number of sites for digital display deployment
Industry characteristics that restrict entry of new players
