全球數位招牌市場：室外廣告媒體解決方案的需求分析

Digital Signage used for the purpose of displaying advertisements, information and entertainment by means of a networked system of screens, is an application leading the digital revolution in out-of-home media. Essentially a convergence of display technology, connectivity and content management, Digital Signage has drawn the attention of telecom providers, display manufacturers and arguably advertisers as the "medium of the future" to reach targeted audiences.

The current issues the industry faces are twofold; on one hand, an unproven return on investment model often leaves even first movers in the dark at some stage; and secondly, the convergence of multiple technologies makes system integration and technology selection a key to a sustainable business model.

This report provides an in-depth analysis of Digital Signage operators in all regions throughout the world. A survey of the operators, consisting of a structured questionnaire and personal interviews, identified key drivers for the industry, its current state and the lessons it has learned from various false starts in the past. In addition to the traditional Internet-based delivery model, the niche for delivering this medium via satellite is also identified.

• What are the critical success factors for an advertising-driven business model for Digital Signage?
• What are the challenges being faced by Digital Signage operators in each region under study?
• What have been the mistakes the Digital Signage operators have made in the past?
• What factors influence the Return on Investment (RoI) model for a Digital Signage network?
• What factors influence Return on Investment (RoI) for an advertiser selecting a Digital Signage network as a part of their marketing mix?
• What is the expected site growth in the Retail, Hospitality, Healthcare and Transportation verticals?
• What is the expected growth in revenues from CPE and software sales?
• What is the expected growth in revenues from advertising sales for network operators?

• Digital Signage Network Operators
• Digital Signage System Integrators and Service Providers
• Out-of-home Media Companies
• Telecom Service Providers
• Satellite Service Providers
• LCD and Plasma Screen Providers
• Software Providers
• Industry Associations
• Any Company Evaluating Digital Signage as a Business Opportunity

• Advertising-Based Business Model
  • Definition
  • Key Considerations
• Industry Analysis
  • Key Drivers
  • Lessons Learned
• Return on Investment (RoI) Models
  • For Digital Signage Operators
  • For Advertisers
• Market Assessment and Forecasts
  • Site Growth Forecast by Region
    • For Retail
    • For Hospitality
    • For Healthcare
    • For Transportation
  • Revenue Growth Forecast by Region
  • Advertising Sales
  • CPE Sales
  • Software Sales

A Complete Analytical Perspective Elements of this study include:

• Complete report document segmented by analysis on all regions, players, market opportunity and demand trends
• Three Excel Files:
  • An Excel file containing all data and graphs so clients can easily use this work as a basis for their own internal market projections
  • An Excel file containing a quantitative, interactive RoI model so that clients can easily perform RoI calculations based on their own internal revenue projections
  • An Excel file containing a parametric, interactive RoI model so that an advertiser can obtain a measure of RoI on critical marketing touch points for comparing Digital Signage networks

1. Executive Summary

2. Industry Overview

• 2.1 The Operator Environment
• 2.2 Geographic Spread
• 2.3 Parametric Comparison
• 2.4 Key Drivers

3. Nature of Competition

• 3.1 Mainstream Media
• 3.2 Alternative Media
• 3.3 Lessons Learned
• 3.4 The Satellite Delivery Niche

4. Business Model Analysis

• 4.1 Private Branding
• 4.2 Advertising Driven
• 4.3 Sources of Revenue
  • 4.3.1 Advertising
  • 4.3.2 Content Distribution
• 4.4 Cost Structure
  • 4.4.1 Capital Expenditure
  • 4.4.2 Operating Expenditure
  • 4.4.3 Other Expenses

5. Return on Investment (RoI) Analysis

• 5.1 Introduction
• 5.2 Factors influencing RoI
• 5.3 Network Operator RoI
  • 5.3.1 Assumptions
  • 5.3.2 Methodology
  • 5.3.3 Results
• 5.4 Advertiser RoI
  • 5.4.1 Assumptions
  • 5.4.2 Methodology
  • 5.4.3 Results

6. Market Forecast

• 6.1 Forecast Methodology
  • 6.1.1 Site Forecast Methodology
  • 6.1.2 Advertising Revenues Forecast Methodology
  • 6.1.3 CPE Revenues Forecast Methodology
  • 6.1.4 Software Services Revenue Forecast Methodology
• 6.2 Market Segmentation
  • 6.2.1 Retail
  • 6.2.2 Hospitality
  • 6.2.3 Healthcare
  • 6.2.4 Transportation
• 6.3 Size of Verticals (Global)
  • 6.3.1 Number of Sites
  • 6.3.2 Revenue Forecast (Global)
    • 6.3.2.1 Service Revenues
    • 6.3.2.2 Sale of Equipment
    • 6.3.2.3 Software Licenses
• 6.4 Size of Verticals (Regional)
  • 6.4.1 Number of Sites
  • 6.4.2 Revenue Forecast (Global)
    • 6.4.2.1 Service Revenues
    • 6.4.2.2 Sale of Equipment
    • 6.4.2.3 Software Licenses

• Exhibit 1.1 Global Digital Signage Sites, Percentage by Vertical, 2007
• Exhibit 1.2 Global Digital Signage Advertising Revenue, Percentage by Vertical, 2007

• Exhibit 2.1 Entities Involved in the Digital Signage Business Model
• Exhibit 2.2 Value Addition at all Stages of Purchase Cycle for a Digital Signage Site Owner
• Exhibit 2.3 Value Addition at all Stages of Purchase Cycle for a Digital Signage Advertiser
• Exhibit 2.4 Geographic Distribution of Digital Signage Sites, 2007
• Exhibit 2.5 Cartographic Representation of Geographic Distribution of Digital Signage Sites
• Exhibit 2.6 Network Related Parameters for Evaluation of a Digital Signage Network
• Exhibit 2.7 Subjective Parameters for Evaluation of a Digital Signage Network
• Exhibit 2.8 Sales Growth Parameters for Evaluation of a Digital Signage Network
• Exhibit 2.9 Brand Equity Parameters for Evaluation of a Digital Signage Network
• Exhibit 2.10 Survey Results for CPE Cost Projections, 2007 - 2013
• Exhibit 2.11 Survey Results for Software Cost Projections, 2007 - 2013
• Exhibit 2.12 Survey Results for Connectivity Cost Projections, 2007 - 2013
• Exhibit 2.13 Survey Results for Content Cost Projections, 2007 - 2013
• Exhibit 2.14 Survey Results for Events Tracked in the Forecast Period, 2007 - 2013
• Exhibit 2.15 Survey Results for Political Factors Influencing the Digital Signage Industry
• Exhibit 2.16 Survey Results for Economic Factors Influencing the Digital Signage Industry
• Exhibit 2.17 Survey Results for Social Factors Influencing the Digital Signage Industry
• Exhibit 2.18 Survey Results for Technological Factors Influencing the Digital Signage Industry

• Exhibit 3.1 Global Digital Signage Sites- Satellite vs. Non-Satellite
• Exhibit 3.2 North America Digital Signage Sites- Satellite vs. Non-Satellite

• Exhibit 4.1 Critical List of Items Part of Capital Expenditure for a Digital Signage Network
• Exhibit 4.2 Critical List of Items Part of Operating Expenditure for a Digital Signage Network
• Exhibit 4.3 Critical List of Items Part of Other Expenses for a Digital Signage Network

• Exhibit 5.1 Survey Results for Factors Influencing the Return on Investment of a Network

• Exhibit 6.1 Description of Rating Elements Selected for Forecasting Growth in Digital Signage Sites
• Exhibit 6.2 Calculations for Weighted Factor Ratings
• Exhibit 6.3 Global Digital Signage Advertising Revenues by Vertical, 2007
• Exhibit 6.4 Global Digital Signage Sites by Vertical, 2007
• Exhibit 6.5 Global Digital Signage Sites, by Vertical, 2007 - 2013
• Exhibit 6.6 Global Digital Signage Sites, by Vertical, 2007 - 2013 (Data)
• Exhibit 6.7 Global Digital Signage Advertising Revenues, by Vertical, 2007 - 2013
• Exhibit 6.8 Global Digital Signage Advertising Revenues, by Vertical, 2007 - 2013 (Data)
• Exhibit 6.9 Global Digital Signage CPE Revenues, by Vertical, 2007 - 2013
• Exhibit 6.10 Global Digital Signage CPE Revenues, by Vertical, 2007 - 2013 (Data)
• Exhibit 6.11 Global Digital Signage Software Revenues, by Vertical, 2007 - 2013
• Exhibit 6.12 Global Digital Signage Software Revenues, by Vertical, 2007 - 2013 (Data)
• Exhibit 6.13 Regional Digital Signage Sites, by Region, 2007 - 2013
• Exhibit 6.14 Regional Digital Signage Sites, by Region, 2007 - 2013 (Data)
• Exhibit 6.15 Digital Signage Sites in Retail, by Region, 2007 - 2013
• Exhibit 6.16 Digital Signage Sites in Retail, by Region, 2007 - 2013 (Data)
• Exhibit 6.17 Digital Signage Sites in Hospitality, by Region, 2007 - 2013
• Exhibit 6.18 Digital Signage Sites in Hospitality, by Region, 2007 - 2013 (Data)
• Exhibit 6.19 Digital Signage Sites in Healthcare, by Region, 2007 - 2013
• Exhibit 6.20 Digital Signage Sites in Healthcare, by Region, 2007 - 2013 (Data)
• Exhibit 6.21 Digital Signage Sites in Transportation, by Region, 2007 - 2013
• Exhibit 6.22 Digital Signage Sites in Transportation, by Region, 2007 - 2013 (Data)
• Exhibit 6.23 Digital Signage Advertising Revenues, by Region, 2007 - 2013
• Exhibit 6.24 Digital Signage Advertising Revenues, by Region, 2007 - 2013 (Data)
• Exhibit 6.25 Digital Signage Advertising Revenues from Retail, by Region, 2007 - 2013
• Exhibit 6.26 Digital Signage Advertising Revenues from Retail, by Region, 2007 - 2013 (Data)
• Exhibit 6.27 Digital Signage Advertising Revenues from Hospitality, by Region, 2007 - 2013
• Exhibit 6.28 Digital Signage Advertising Revenues from Hospitality, by Region, 2007 - 2013 (Data)
• Exhibit 6.29 Digital Signage Advertising Revenues from Healthcare, by Region, 2007 - 2013
• Exhibit 6.30 Digital Signage Advertising Revenues from Healthcare, by Region, 2007 - 2013 (Data)
• Exhibit 6.31 Digital Signage Advertising Revenues from Transportation, by Region, 2007 - 2013
• Exhibit 6.32 Digital Signage Advertising Revenues from Transportation, by Region, 2007 - 2013 (Data)
• Exhibit 6.33 Digital Signage CPE Revenues, by Region, 2007 - 2013
• Exhibit 6.34 Digital Signage CPE Revenues, by Region, 2007 - 2013 (Data)
• Exhibit 6.35 Digital Signage CPE Revenues from Retail, by Region, 2007 - 2013
• Exhibit 6.36 Digital Signage CPE Revenues from Retail, by Region, 2007 - 2013 (Data)
• Exhibit 6.37 Digital Signage CPE Revenues from Hospitality, by Region, 2007 - 2013
• Exhibit 6.38 Digital Signage CPE Revenues from Hospitality, by Region, 2007 - 2013 (Data)
• Exhibit 6.39 Digital Signage CPE Revenues from Healthcare, by Region, 2007 - 2013
• Exhibit 6.40 Digital Signage CPE Revenues from Healthcare, by Region, 2007 - 2013 (Data)
• Exhibit 6.41 Digital Signage CPE Revenues from Transportation, by Region, 2007 - 2013
• Exhibit 6.42 Digital Signage CPE Revenues from Transportation, by Region, 2007 - 2013 (Data)
• Exhibit 6.43 Digital Signage Software Revenues, by Region, 2007 - 2013
• Exhibit 6.44 Digital Signage Software Revenues, by Region, 2007 - 2013 (Data)
• Exhibit 6.45 Digital Signage Software Revenues from Retail, by Region, 2007 - 2013
• Exhibit 6.46 Digital Signage Software Revenues from Retail, by Region, 2007 - 2013 (Data)
• Exhibit 6.47 Digital Signage Software Revenues from Hospitality, by Region, 2007 - 2013
• Exhibit 6.48 Digital Signage Software Revenues from Hospitality, by Region, 2007 - 2013 (Data)
• Exhibit 6.49 Digital Signage Software Revenues from Healthcare, by Region, 2007 - 2013
• Exhibit 6.50 Digital Signage Software Revenues from Healthcare, by Region, 2007 - 2013 (Data)
• Exhibit 6.51 Digital Signage Software Revenues from Transportation, by Region, 2007 - 2013
• Exhibit 6.52 Digital Signage Software Revenues from Transportation, by Region, 2007 - 2013 (Data)