the digital signage market is expected to register a CAGR of 16.6% globally from 2021 to 2027 and grow from $3,226.8 million in 2020 for 9455.1 million USD in 2027. Digital signage allows content and messages to be displayed on an electronic screen or digital sign and can be modified without changing the physical signature; aggressive growth in various emerging economies is expected over the next few years. The adoption of digital signage is becoming popular and mainstream with advancements in technology and falling prices. Digital signage continues to establish a significant percentage of advertising revenue in businesses that work in different fields. This is possible mainly due to the inherent advantages of digital signage, such as rapid distribution of information, modification and easy control.
Digital signage offers more flexibility, with the ability to run varied information without the need for a complete replacement. Digital signage solutions can be used to display highly engaging content, thereby attracting consumers. Infrastructures and public places are also deploying these solutions for better flexibility and information transfer. Printed signs are being replaced on highways around the world by digital signage, for better communication. Additionally, digital signage technology offers a high return on investment. It allows users to control signaling from any browser-based link and integrate signaling into an existing computer network without replacing equipment.
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Digital signage allows vendors to change displays and messages more quickly and efficiently. It is easy to manage compared to traditional advertisements. The digital panels offer real-time information on products and their availability, with interactive information and visually appealing photos and videos. However, the adoption of digital signage is hampered due to some issues. The main challenges facing the market are power supply issues and the development of equipment suitable for all weather conditions.
Global digital signage market dynamics
Drivers: convergence of digital signage with the cross-platform multimedia tool
Digital signage is very user-centric and user-friendly, opening up to cross-platform interaction and integration. As digital signage offers a centrally controlled content distribution platform that can deliver many different messages, it is generally referred to as a screen that displays content that is meaningful to a specific audience. It can be found in the private and public domains and in many cases a replacement or alternative to analog signaling. Since dynamic content engages an audience better than regular static posts, the value of deploying it is higher. Fresh and relevant content, moving images and changing graphics ensure that the message is always relevant. Thanks to this, they have now opened up to cross-platform interaction and integration. Xtreme Media stated that 83% of viewers recall digital signage content. Therefore, software, such as back-end software, is being developed for cross-platform integration with digital signage. Powering over 20,000 digital signage screens worldwide, Xtreme Media’s software is available as a web-based solution, as well as a perpetual license. It allows the creation of a centralized network of displays, which are managed remotely via the CMS. A cross-platform solution is available for Android, Windows and SoC platforms, such as Samsung Smart Signage Platform and LG WebOS.
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Restrictions: concerns about invasion of customer privacy
Controlling consumer privacy is essential for digital signage applications, such as advertising, to maintain customer trust, which, in turn, is essential if the industry is to continue to grow at its own pace. current explosive. Unless the industry embraces strong self-regulation, it will likely face backlash from consumers and reactive government regulation that could stifle innovation. According to the Center for Democracy and Technology (CDT), specific consumer privacy issues are associated with digital signage technologies, such as the risks of facial recognition and RFID used to enhance ad targeting. When a consumer approaches the screen, the camera can record the consumer’s demographic data (gender, age, etc.) and the screen plays an advertisement matching the consumer’s profile.
The study categorizes the digital signage market based on type, end-user, and regions.
By Outlook Type (Sales, USD Million, 2017-2027)
- LCD/LED display
- OLED display
- Media Players
- Projector/projection screens
- Other material
By End-User Insights (Sales, USD Million, 2017-2027)
- Other end user
Outlook by Region (Sales, USD Million, 2017-2027)
- North America (United States, Canada, Mexico)
- South America (Brazil, Argentina, Colombia, Peru, Rest of Latin America)
- Europe (Germany, Italy, France, United Kingdom, Spain, Poland, Russia, Slovenia, Slovakia, Hungary, Czech Republic, Belgium, Netherlands, Norway, Sweden, Denmark, Rest of Europe)
- Asia-Pacific (China, Japan, India, South Korea, Indonesia, Malaysia, Thailand, Vietnam, Myanmar, Cambodia, Philippines, Singapore, Australia and New Zealand, Rest of Asia-Pacific)
- The Middle East and Africa (Saudi Arabia, United Arab Emirates, South Africa, North Africa, Rest of MEA)
By type, hardware accounts for the largest market share during the forecast period
The global digital signage market comprises three segments: hardware, software and services. The hardware segment accounted for the largest revenue share of the market at 50.3% in 2020. In hardware, LCD screens enable smoother scrolling of text and reduced motion blur in digital signage messaging, which are increasingly important considerations as visual displays are deployed for more critical purposes. to drive sales and retain customers. However, OLED is the only technology that overcomes the limitations of conventional displays as it offers enhanced reality combined with dynamic form. OLED provides superior light and color expression as it is based on self-emitting light sources. Its flexibility and transparent nature are the result of the development of innovative OLED materials.
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Asia-Pacific accounts for the highest CAGR during the forecast period
Based on regions, the global digital signage market has been segmented into North America, Asia-Pacific, Europe, South America, and Middle East & Africa. Asia-Pacific, by region, has the highest CAGR of 22.0% during the forecast period 2021-2027. The Asia-Pacific region includes countries such as China, Japan, India, Australia, South Korea, Southeast Asia, and Rest of Asia-Pacific. The growth in Asia-Pacific is mainly due to strong economic growth in domestic emerging countries such as China, Indonesia, Malaysia and India.
The OOH advertising market is also growing significantly in the region, especially in emerging countries, such as India and Southeast Asia. The government also adopts these services primarily to improve its public offering and cater to a large customer base. Additionally, the government of these regions, such as Singapore and India, are deploying digital signage to enhance their smart city programs. Some of China’s public services also come with technology, including law and order. For example, in the city of Shenzhen, outdoor facial recognition screens are being used by police to control and monitor intersections and identify walkers with greater efficiency than cops could in person.
Main market players
Some of the digital signage market players are NEC Display Solutions Ltd, Samsung Electronics Co. Ltd, LG Display Co. Ltd, Panasonic Corporation, Sony Corporation, Sharp Corporation, Planar Systems Inc., Hitachi Ltd, Barco NV, GOODVIEW and Cisco Systems. Inc.
Each company follows its business strategy to achieve the maximum market share. Currently, Samsung Electronics Co. Ltd, LG Display Co. Ltd, Panasonic Corporation, Sony Corporation are the major players operating in the global digital signage market.
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- In January 2019, NEC Display Solutions partnered with Diversified to provide a new unified control room platform. Diversified’s VantagePoint will include hardware from NEC Display in a scalable, all-inclusive platform to improve situational awareness in critical operations centers. NEC Display Solutions of America is a leading provider of commercial display and projector solutions.
- In January 2019, Samsung partnered with The Peninsula Hong Kong Hotel to promote innovative technological developments in the hospitality industry. Through this collaboration with The Peninsula Hong Kong Hotel, Samsung hopes to support the use of innovative technology applications in the hospitality industry and together create a richer digital experience.
- In February 2019, Hitachi Europe Ltd. announced that its Digital Media Group would partner with Maxell Ltd. to distribute Maxell’s new line of maintenance-free LED and laser light source projectors. The new projectors from Maxell Ltd. will enter the market from spring 2019 and will be distributed by Hitachi Europe Ltd., similar to Hitachi Europe Ltd., which had a well-established line of projectors.
- In January 2019, Panasonic introduced high-brightness projection and real-time projection tracking and mapping, creating an immersive environment, merging the digital and physical worlds.