Abstract
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.
Primary Questions Addressed in this Report Include:
- 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?
Who Should Purchase This Report:
- 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
Primary Elements of the Report Include:
- 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
Table of Contents
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
List Of Exhibits
Chapter: 1
- Exhibit 1.1 Global Digital Signage Sites, Percentage by Vertical, 2007
- Exhibit 1.2 Global Digital Signage Advertising Revenue, Percentage by
Vertical, 2007
Chapter: 2
- 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
Chapter: 3
- Exhibit 3.1 Global Digital Signage Sites- Satellite vs. Non-Satellite
- Exhibit 3.2 North America Digital Signage Sites- Satellite vs.
Non-Satellite
Chapter: 4
- 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
Chapter: 5
- Exhibit 5.1 Survey Results for Factors Influencing the Return on
Investment of a Network
Chapter: 6
- 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)
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