Digital signage is a medium used for streaming real-time information related to travel, advertising campaigns, television programming, and other kinds of promotional or informative digital content. In digital signage, video or multimedia content is exhibited using a digital screen such as a plasma display or LCD, which is connected to a computer or a playback device.
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Typically, digital signage consists of a combination of hardware components that execute the delivery of content. These include devices such as content management servers, media players, and display screens. The number of such components used depends on the need of the digital signage.
Declining Prices of Display Devices to Positively Impact Digital Signage Market
The global digital signage market is primarily driven by declining prices of display devices, enhanced user experience, and expansion of educational and government initiatives. Offerings of digital signage systems such as the ability to frequently update content, gesture recognition, image capture, and embedded touch screens make this an outstanding communication medium in comparison to other customary mediums of communication.
Digital signage has widespread usage in private as well a public environments such as retail stores, restaurants, airports, and corporate buildings. In urban areas, the usage of digital signage is considered trendy, which is favorable for creating a positive brand perception. This is augmenting the use of digital signage in the retail sector, which in turn is boosting growth of the global and China digital signage industry.
However, factors such as the need for high initial investments, lack of standardization, and distraction caused by the displays, and power failures that render the displays non-operational, are holding back growth of this market. Nevertheless, newer technologies such as near field communication and touch screens will lead the digital signage market to gain momentum.
Asia Pacific to Emerge as a Strong Regional Market in Future Years
By geography, the digital signage market is broadly divided into North America, Europe, Asia Pacific, and Rest of the World (RoW). Currently, North America is the largest digital signage market due to the popularity of technologically advanced communication mediums in the U.S.The Asia Pacific regional market for digital signage is divided into China and rest of Asia Pacific. In the coming years, Asia Pacific will emerge as a lucrative market for digital signage due to steady economic development in a few countries in this region.
Some of the major companies operating in the digital signage market are Cisco Systems Inc., Hewlett-Packard Company, NEC Display Solutions Ltd., Omnivex Corporation, 3M Co., and Panasonic Corporation among others.
Major Segments of Digital Signage Market
The various criteria based on which the digital signage market is divided are: applications, display technologies, hardware type, and geographic regions. By application, the digital signage market is segmented into retail, health clubs, corporate shopping malls, healthcare advertising, hospitality, airports, government, and others.
On the basis of hardware, the market is segmented into: display technologies, distribution infrastructure, content management servers, media players, and software. The segment of displays is further segmented on the basis of their size into 19’, 32’ to 52’, 19’ to 32’, and above 52’.
On the basis of display technologies, Plasma, LCD, LED, and projectors are the various segments of the digital signage market. By type, the market is segmented into outdoor displays, indoor displays, and mobile displays. Further, indoor displays are divided on the basis of location of usage such as healthcare facilities, hospital centers, and entertainment facilities.