Market Trends of Digital Signage Services Industry
This section covers the major market trends shaping the Digital Signage Services Market according to our research experts:
Commercial End-user Vertical is Expected to Grow at a Significant Rate Over the Forecast Period
- The commercial players integrate the digital tools at their disposal to share relevant and profitable content at their premises and integrate digital ads into their stores or other premises to create a distinct in-store user experience. According to Samsung, 53% of shoppers base their initial perception of the store on the exterior of the business front, making signage in commercial vertical vital for the operating players.
- For example, Ecoalf, a sustainable fashion brand that makes garments from recycled plastic bottles, has chosen TRISON World to provide digital signage technology to all its selling points. The challenge brought to TRISON by the brand consisted of integrating digital signage technology to stand out in the tech space by maintaining its Eco-sustainable model.
- Movie theatre and cinema businesses are also moving away from traditional visual merchandising like static POS material, big carton displays, to fully digital displays. For example, Pathe Arnhem has implemented its first full ‘digital’ movie theatre in the Netherlands utilizing a digital signage solution and services from Zetadisplay AB. Zetadisplay provides services like broadcasting, content and template production, concept and branding strategy, hardware concept and design, installation, monitoring, and support.
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Europe Geography Segment is Expected to Hold a Significant Share Throughout the Forecast Period
- Digital signage continues to constitute a significant percentage of advertising revenue across enterprises operating in different industry verticals. This is mainly possible due to digital signage's inherent benefits, such as quick information dispensation, effortless control, and modification. According to IAB Europe, the European digital advertising market stood at EUR 64.8 billion during fiscal 2019, UK, Germany, France, and Russia being the top contributors in the region in the same respective order.
- Additionally, European digital advertising is growing significantly year on year; according to IAB Europe, digital advertising grew by 12.3% in 2019, driven by strong growth in video, mobile, and social spending. While the Western European market is quite mature compared to Eastern Europe, both are expected to witness significant growth.
- The UK is home to many media and technology companies. It is also Europe's capital for Digital out of Home and Digital Signage at the Point of Sale (PoS). According to a recent study in the UK, DOOH ads are twice as likely to be seen and are 2.5 times more impactful than OOH ads in the region. According to Campaign, Britons see as many as 1.1 billion DOOH ads during a week; the numbers are up by 36% compared to the previous year. This signifies the growth of digital signage solutions and services in the country.
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