Digital Signage Market Lighting Up

• Posted: Thursday, December 06, 2007
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• Author: pradhana
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• Filed under: Digital Content, Market Survey

The plasma screens replacing maps and store listings in malls are catching on.

The digital signage systems market, which includes flashy indoor screen arrays and high-tech billboards, will reach $1.1 billion in revenue worldwide by 2012, according to Frost & Sullivan's "World Digital Signage Market" report.

Frost said that revenue for the market totaled $313.0 million in 2006.

"The ability of digital signage to enhance brand image and display promotional messages using targeted full-motion video messages at the point of purchase makes it an opportune medium for advertisers," said Frost & Sullivan analyst Aravindh.V. in a statement.

Digital signs are also called digital media networks, in-store TV networks and captive audience networks. Europeans call the systems narrowcast networks.

The market doesn't just go by multiple names. It also lacks measurement standards, according to Frost.

"[This makes] the medium risky compared to traditional marketing tools such as TV and radio," said Mr. Aravindh V. "A further challenge is the low level of consumer awareness about the industry as a whole." [eMarketer]

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