The success of most emerging technologies becomes apparent in two ways: physically and financially. With regards to the digital signage industry, the physical aspect is increasingly evident wherever you happen to go, as digital signage can be found inside of schools, shopping centers and entertainment venues. From a financial perspective, measured in dollars, whenever industry revenue that was once counted in the millions is now measured in the billions, one can say industry success has arrived.
“The global market for digital signage, including displays, media players, software, and installation & maintenance costs, will grow from nearly $1.3 billion in 2010 to almost $4.5 billion in 2016.” – courtesy ABI Research
And what’s driving this explosive growth? The sharing of up-to-the-minute information is one factor, witnessed by the expansion of digital signage within venues such as airports, but advertising, which ultimately translates into increased revenue/profit, has become a driving factor in the marketplace.
“Digital place-based media’s strong showing during the first half of 2011 follows a 25% growth rate for the sector – to an estimated $1.1 billion – in 2010.” – Digital Place-Based Advertising Association
According to the DPAA, digital place-based advertising increased by 16.1% during the first half of 2011, outpacing Cable TV advertising (up 11.8%), internet advertising (up 10.4%) and national newspapers (down 4.9%) in the same period.
Digital place-based advertising is a relatively new sector within the advertising industry that logically developed in tandem with the hardware (digital signage) side of the business. Modeled around the concept of the “active consumer”, the idea is to catch people at their “maximum point of influence” – when they’re out shopping or attending a live event, instead of just sitting on the couch watching an advertisement on television in “passive consumer” mode.
“In an economic environment where every single ad dollar must work double-time, digital place-based is emerging as a highly desired media choice because of its ability to engage consumers on the go,” said Mike DiFranza, president of Captivate Network and DPAA chairman. “More and more advertisers recognize digital place-based as a highly effective medium that connects with the consumer who cannot easily be reached with television.”
Based on our strategic partnership with Matrox Graphics, featuring the Mura MPX Series video cards, Trenton has developed a full line of Matrox validated video wall controllers that not only address the critical needs of video wall applications such as military command & control centers, but also serve as robust, long-life computing platforms designed to drive a diverse range of digital signage installations.
