Global Digital Signage Market

Opportunities and Challenges

Publication Date	June 2007
Publisher	Koncept Analytics
Product Type	Report
Pages	29
ISBN Number	not applicable
Product Code	KOA04187

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Summary

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.

Content

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
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