Commercial integrators that deploy digital signage are sold. It falls well within their audio/video comfort level, and demand among clients is escalating. They know the content delivery challenges are offset by the endless opportunities for post-installation service contracts and recurring revenues.

But I’m referring only to CIs that actually have embraced digital signage. Many — 59 percent of our State of the Industry survey respondents — left an estimated $6.5 billion of global digital signage revenue in 2010, according to IMS Research, on the table for others to gobble.

During Digital Signage Expo 2011 in Las Vegas, I asked countless exhibitors what they’re talking to integrators about in their booths. The most common answer: “We’re not talking to many integrators.” Things were different four months later at InfoComm 2011, where I watched integrators, notebooks in hand, ask questions to companies like Black Box and SpinetiX.

But still, the majority of CIs are either leaving digital signage to the manufacturers or yielding the market to a small cluster of largely dedicated digital signage integration companies.

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