Digital Signage: What’s Driving Mass Adoption?
Experts who live and breath digital signage weigh in on what will be the next big driver of growth.

Article


November 02, 2012 By Tom LeBlanc

I just can’t get over the astronomical projections about the expected growth of the digital signage market. Intel says there will be 22 million digital signs deployed globally by 2015.

That’s a big leap from the 3.5 million digital signs around the world InfoComm estimates existed at the end of 2011. Meanwhile, the digital signage market will grow to $4.5 billion in 2016, compared with $1.3 billion in 2010, according to ABI Research, which factors in both product and managed services revenues.

The projected growth, while exorbitant, can be backed up by logic. Digital signs barely existed a few years ago, so there is nowhere to go but up. Hardware prices are falling, expanding potential client bases. For integrators, it’s a category with limitless potential.

I asked some folks who live and breath digital signage what they feel is the next big driver of growth:

“[One driver is] near field communications. A potential client being able to find something of interest [on a digital sign] and being able to transfer that instantly - that’s the next big answer.”

- Dan Smith, director of commercial display sales, LG Electronics

Photos: 8 Digital Signage Products for Your Next Install

“Interactivity and touch are real game-changers for the digital signage industry as they enable brands to draw in users and provide a much richer, more personal experience. In the past, touchscreen signage might have been something deployed for way-finding and informational applications, but there are enormous opportunities for integrators who can tap into the potential of interactive displays.”

- Kevin Schroll, senior product marketing manager, LFDs, Samsung Enterprise Business Division

“Driving digital signage is interactivity and larger sizes. You see 70-inch screens being used for way-finding. Video walls and super-large formats, like NanoLumens, or video walls using 3x3 LEDs are driving [adoption].”

- Sam Taylor, executive VP and COO, Almo ProAV

“The next big feature will be truly affordable all-weather outdoor digital signage. Right now, tens of thousands of potential applications for mid-size (36- to 55-inch displays) outdoor digital signage are going unrealized. Why? Because facility managers and integrators are … working off the dated assumptions that outdoor signage either a) won’t work in direct sunlight and/or b) is extremely high-priced.”

- Tom Dixon, VP of marketing, SunBriteTV

Integrators are getting it. Digital signage is expanding well beyond the retail market with integrators providing valuable media display solutions to corporate, higher education, health care and clients from just about any walk of life.

According to InfoComm, retail is joined by corporate and transportation as the top three sectors in which digital signage will be deployed in the coming years, but health care and hospitality are gobbling up solutions as significant rates as well.

Once thought of as an advertising medium, digital signage has evolved to an interactive communication platform. An integrator’s point of contact isn’t necessarily its client’s marketing manager - it can be the HR director looking to communicate messaging in a corporate campus; a security manager looking to protect employees or students with a mass notification system; or school superintendents looking to make life easier on their faculty and administrators by keeping students in the know.

For integrators that are actively expanding the digital signage market in this way, the growth projections mean very little. They are taking the growth into their own hands by educating themselves on an evolving product category.

Work Smarter: Keep Ahead of the Competition

Keep up with the changing A/V world with Commercial Integrator. Each issue makes it easy to understand and apply the latest A/V trends and techniques — whether you deal with UHDTV, wireless AV, Digital Video/IPTV, networking, HDBaseT or HDMI.
It’s not enough to keep up with the competition. You need to stay ahead of them. Subscribe to Commercial Integrator today for the latest techniques and insights you need to drive your business.

View the 8 photos attached to this entry
             
View photos
About the author

Tom LeBlanc - Editor-in-Chief, CI,
Tom has been covering electronics integration since 2003. Prior to being named editor-in-chief of CI, he was senior writer and managing editor of CE Pro. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Follow him on Twitter @leblanctom.
View all posts by Tom LeBlanc
Social Bookmark or Share This
  • Facebook
  • Twitter
  • Digg
  • Del.icio.us
  • Yahoo! Bookmarks
  • Google Bookmarks
  • StumbleUpon
  • Technorati
  • Reddit
  • Windows Live
  • LinkedIn
  • Evernote
  • E-mail


  • Latest
  • Blogs
  • Photos
  • Resources
Read the ‘Most Important’ Blog NSCA’s Chuck Wilson Has Ever Written

Citing specific and frank perception from integration business owners and diving deeply into their regrets, Chuck Wilson tells the stories of six former business owners who didn't make it in the integration industry in this can't miss blog.

What Kramer Control and Crestron. AV Framework Mean for Automation Programmers
How Integrators Can Win Back The Projector Lamp Business
3 Ways AV Integrators Can Increase Sales Using Digital Content
How Integrators are Missing Opportunities in the Lighting Sector
View more blog posts
The Future of Displays: 15 Innovations from the InfoComm Show Floor

LCD video wall systems, retractable screen technology and never-before-seen LED cabinet designs were just a few of the display solutions at InfoComm 2016 that are leading the way in display technology.

Inside Prysm’s InfoComm 2016 Booth
13 InfoComm Products that Break New Ground
Finding Dory Scoring Mixer Explains How He Chooses Microphones
17 Impressive InfoComm 2016 Digital Signage Innovations
View more photo galleries
White Paper:
Ignorance, Defiance on ADA Compliance Among Regulatory Nightmares

Many integrators still don’t know everything they’re supposed to be doing — from ADA to new overtime rules to EPA compliance and more — possibly bogged down by laws they are unable to keep up with.

White Paper: Secrets to Installing Outdoor Audio-Video Safely
White Paper: New Standard Revs Up Networking Game
White Paper: 7 Tips for Rolling Out University Digital Signage
White Paper: From Chaos to Control - Your Guide to Business Efficiency
White Paper: The Ultimate Guide to As-a-Service
White Paper: IP Meets IoT: Choosing the Right Technology for the Future of Building Automation
Webcast: How Selling Broadband Services Can Boost Monthly Revenue
View more papers or webcasts


Recent comments

Mike;

Great to hear. Nice selection and focus on the AV Integrator.

What section of InfoComm…

Posted by Tucker on 2016 06 22 · commented on
'Lights Out: How Integrators are Missing Opportunities in the Lighting Sector'.

Jack:

Thanks for the good words.  How do you think we can bring the two together?  Would…

Posted by Tucker on 2016 06 22 · commented on
'Lights Out: How Integrators are Missing Opportunities in the Lighting Sector'.

If anyone is interested in more details, feel free to reach out to us at EBS.
This system uses our…

Posted by Alex on 2016 06 22 · commented on
'Inside One of the Most Innovative Dental Simulation Clinics in the World'.

Commercial and residential integrators need to visit www.colorbeamnorthamerica.com for the evolution in lighting.

Posted by Mike Teolis on 2016 06 21 · commented on
'Lights Out: How Integrators are Missing Opportunities in the Lighting Sector'.