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Global Digital Signage (Digital OOH) Market: 2011 Edition
出版日期 : 2011年06月
商品編碼: 205939
Abstract
The current global economic environment is full of uncertainties resulting
from the turmoil in the credit and financial markets impacting all businesses.
Advertising industry is not immune to this phenomenon - rather economic
slowdown is likely to have a deeper and prolonged advertising downturn.
However, out-of-home or outdoor advertising, one of the major segments of
advertising is bucking the trend with advertising dollars being diverted away
from traditional media like newspapers, television and radio. Digital signage,
a powerful and promising out-of-home advertising channel, appears to have the
chance to resist this downturn in advertising expenditure by offering a
dynamic messaging medium with an enhanced message impact.
One of the major growth drivers of digital signage is the advancement in
technology which has helped retailers, marketing and entertainment companies,
and many other organizations to ' narrowcast' dynamic video, graphical and
editorial content on hundreds, or even thousands, of digital signage displays
located virtually anywhere.
Advancement in technology along with declining input costs is making digital
signage a lucrative business proposition for advertisers. Recent advancements
in technology such as Bluetooth are helping to increase the attractiveness of
the out-of-home advertising medium. And a major emphasis on targeted
advertising by information, communications and education industries in North
America and Europe is resulting in increased demand for this advertising
medium.
Other factors driving growth of the global digital signage market include
increased urbanization and growth of retail spaces, flourishing tourism
industry, spending more time out of home by people and huge investments in
transport infrastructure in the emerging markets.
The report provides an in-depth analysis of the worldwide growth of the
digital signage industry. The potential opportunities that exist in this
market have been assessed and the threats that the industry faces mainly from
regulations have been highlighted. This report is a comprehensive view of the
growth of out-of-home advertising industry and the increasing acknowledge of
digital signage as a powerful medium to influence customer decision at the
point of purchase and also as an information and communication medium.
As there are a number of players operating in the industry to provide
integrated services, the supply chain of the digital signage industry has been
analyzed in the report along with the major barriers to entry for new firms.
Finally, the future of the industry has been assessed in the light of the
current downturn in the advertising industry and the underlying drivers of
growth.
Table of Contents
1. Industry Definition
2. Global Advertisement Market: Current Scenario
3. Global Outdoor Advertisement Market: An Overview
- 3.1 Global outdoor advertising market: Size and Growth
- 3.2 US outdoor advertising market: Size and Growth
- 3.3 Outdoor Advertising: Asian and European Market
- 3.4 Outdoor Advertising: Potential Opportunities
4. Digital Signage: An Overview
- 4.1 Introduction to Digital Signage
- 4.2 Market Overview
- 4.3 Digital Signage Market: Growth by Regions
- 4.4 Markets for Digital Signage
- 4.4.1 Indoor venue
- 4.4.2 Retail
- 4.4.3 Airports
- 4.4.4 Entertainment Venues
- 4.4.5 Hospitality
- 4.4.6 Corporates
5. Supply Chain Analysis - Digital Signage Market
6. Digitization of Panels: Economics and Advantages
7. Digital Signage Market: Barriers to Entry
8. Market Opportunities
- 8.1 Tremendous Opportunity in Potential Sites
- 8.2 Opportunities for LCD-PDP panel makers
- 8.3 Opportunities for AV integrators
- 8.4 Satellite-delivered digital signage
9. Market Drivers
- 9.1 Declining cost of hardware
- 9.2 Digital Allows Higher CPMs
10. Competitive Landscape
11. Leading Players
- 11.1 Clear Channel Outdoor
- 11.2 JCDecaux
- 11.3 CBS Outdoor
- 11.4 Lamar Advertising
12. Digital Signage: Regulations and other Threats
13. Market Forecast
List of Figures
- Advertising Revenues (2007) - Leading Countries
- Global Outdoor Advertising Expenditure (2005-07)
- Global Advertising Expenditure by Media (2007)
- Share of Outdoor Ad Expenditure in Global Ad Expenditure (2005-10)
- US outdoor advertising expenditure: 2002-2007
- Outdoor Advertisement Growth Rates - Leading Countries (2007)
- Russian outdoor advertising expenditure: 2002-2007
- Ad spend growth rate: China versus Europe and N. America
- Growth in GDP versus Total Ad Spend & Outdoor Ad Spend: 2001-07
- Global Digital Signage Market Size (2005-07)
- Digital signage market size: Leading countries
- Digital Signage Supply Chain
- Global Digital Signage Display Unit Sales -Actual and Forecast (2007-10)
- European Digital Signage Display Unit Sales -Actual and Forecast (2007-10)
- Out-of-home advertising - Market Share of Leading Players: 2007
- Clear Channel Revenues: Actual and Projected (2008-10)
- Clear Channel Outdoor: Revenues by Segment (2007)
- Clear Channel Outdoor: Revenues split by region - 2007
- JCDecaux Revenues: Actual and Projected (2008-10)
- JCDecaux: Revenues by Segment (2007)
- JCDecaux: Revenues split by region - 2007
- CBS Revenues: Actual and Projected (2008-10)
- CBS: Revenues by Segment (2007)
- CBS: Revenues split by region - 2007
- Lamar Revenues: Actual and Projected (2008-10)
- Lamar: Revenues by Segment (2007)
- Global Outdoor Advertising Expenditure: Forecast (2008-10)
- Global Market Forecast for Digital Signage (2008-2010)
List of Tables
- Media spend in key categories - Global scenario
- Advertising Revenues by Medium (2007): Leading Countries
- US outdoor advertising market breakdown by segment: 2002-07
- Top 10 Countries by Outdoor Spending: 2007
- Digital Signage: Applications and examples of installations
- Installation of digital displays in the US - Leading companies
- Industry Characteristics that Restricting New Players
- Potential Number of Sites for Digital Display Deployment
- Outdoor advertising - Leading Players (Revenues and Region-Focus)
- US Out-of-Home Advertising Growth Forecast (2008-10)
