Business : Digital Signage: Economic Growth May Be Closer Than You Think
|
|
|
|
By: David Little
Date Submitted: 2009-05-12 23:53:34 - Article Views: 201
|
|
Guess which business segment of the U.S. economy is expected to grow 33 percent this year? No, it's not homebuilding, automakers or purveyors of credit-default swaps. It is the digital signage business, which will experience part of this growth at the expense of other media.
A study released last month from noted research firm ABI Research made the surprising forecast. Even after factoring in the ongoing recession, the "Digital Signage Market Analysis" study foresees the U.S. digital signage market, which includes hardware, software, installation and maintenance, growing by a third.
According to an ABI Research industry analyst, one main reason for the growth is that traditional advertising media are losing their appeal. Possibly unknown only to digital signage newbie's, digital signage offers something traditional advertising media can't: the ability to reach buyers with dynamic messaging at the point of sale. When shoppers are in a store, evaluating which brand to buy, digital signage has the chance to snatch a bit of mindshare at the precise moment a buying decision is being made. Radio, TV, newspapers, magazines and even the Internet cannot make that claim.
Another recent report released by SNL Kagan backs up the argument that traditional advertising is losing its appeal. According to SNL Kagan, which has produced annual reports forecasting broadcast industry revenue for the past 20 years, local and national TV spot advertising revenue declined in 2008 by about 7 percent. That decline has continued this year, and the firm projects revenue from television ads dropping about 16 percent in 2009. While the recession is responsible for much of this decline, the changing media consumption patterns of the public also seems to be having an effect. In fact, the SNL Kagan analyst responsible for the report advises broadcasters looking to weather the storm to cut expenses and develop alternate digital platforms -presumably to win back audience drifting away to new media. As that drift accelerates, advertisers seek new ways to reach an audience, and digital signage appears to be benefiting from that desire.
The ABI Research study also credits improvements in the appearance of displays, declining prices for electronics, lower-cost digital storage and the inclusion of interactive technology as factors contributing to its rather rosy forecast.
To be sure, digital signage exists in the broader economy, and the depth of the decline there will impact its growth. ABI Research acknowledges as much, but it seems at this point that the effect of the broader economy is more akin to slowing a speeding locomotive than pulling the emergency stop cord.
Even during this general economic recession, jumping aboard the digital signage express makes sense, especially for marketers and advertisers who wish to position themselves to take full advantage of the recovery to come. While doing so might seem counterintuitive to those looking to cut expenses, the truth is companies are continuing to advertise during this recession. Choosing to reallocate some of those existing ad dollars to digital signage not only provides an attractive alternative for those who have grown weary of advertising in traditional electronic media but also gives those advertisers a strong presence at the point of sale when shoppers one day return in droves to the stores. |
Author Resource Required for Reprint:
David Little is a digital signage enthusiast with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples.
|
Article Source: Fully-Explained.com 
|
Tags:
digital signage research  US economic growth alternative digital media declining television ad rev |
|
|
Bookmark and Share
|
|
 Business Category Rss Feed |
|
|
-
For quick and simple movement of standard plastic drums around the workplace, a drum caddy is the perfect solution. Easy to use, easy to maintain, and hard wearing, they are the perfect assistant to staff, and remove the need for staff to risk injury by carrying drums around in an unsafe manner.
Viewed: 6 Times.
Read More ...
-
One of the most common sites in a modern industrial environment is the 55 gallon oil drum, and there are few factories and stock houses that will not have a large number of these useful items around, so having a proper drum hand truck to move them from one place to another is essential.
Viewed: 6 Times.
Read More ...
-
A specially designed single drum compactor is an extremely useful and cost saving piece of equipment that will soon pay for itself in terms of reducing the cost of material disposal through a third party company.
Viewed: 6 Times.
Read More ...
-
The standard 55 gallon drum is an almost ubiquitous sight in industrial premises, but their greatest asset, their size, is also a major problem when it comes to handling the drums, and in order to safely move and manipulate them, proper drum handling equipment is necessary.
Viewed: 6 Times.
Read More ...
-
In their most simple form, drum dollies are a flat wheeled platform that the oil drum sits on so that it can be moved easily around from one place to another. The dollies are intended to be lightweight but robust enough to carry a fairly heavy mass.
Viewed: 6 Times.
Read More ...
|
|
| David Little's Author Feed |
|
|
-
The marriage of interactive kiosk technology with digital signage opens a world of possibilities to the smart marketer.
Viewed: 7 Times.
Read More ...
-
The new Pew Poll may have important implications for those who wish to market their products with digital signage.
Viewed: 7 Times.
Read More ...
-
Smart digital signage communicators should prepare playlists with the appropriate response information before an emergency situation, like a fire or tornado, develops.
Viewed: 8 Times.
Read More ...
-
A downturn in economic activity demands marketers re-evaluate how they use their resources to maximize return on investment.
Viewed: 8 Times.
Read More ...
-
Digital menu boards provide restaurateurs with a host of advantages from paring back printing expenses to capturing new sources of revenue.
Viewed: 8 Times.
Read More ...
|
|
Article use is considered your agreement of our Terms of Service.
This work is licensed under a
Creative Commons Attribution-No Derivative Works 3.0 United States License.
Thanks for visiting Fully-Explained.com
Copyright © 2009 - 2010 Fully-Explained.com
|
|
|
|
|
| |
|
| |
|
Print
