| |
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 broadly includes the following:
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
5. Supply Chain Analysis – Digital Signage Market
6. Digitization of Panels: Economics and Advantages
7. Digital Signage Market: Barriers to Entry
8. Market Opportunities
9. Market Drivers
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
Figure 2.1: Advertising Revenues (2007) - Leading Countries
Figure 3.1: Global Outdoor Advertising Expenditure (2005-07)
Figure 3.2: Global Advertising Expenditure by Media (2007)
Figure 3.3: Share of Outdoor Ad Expenditure in Global Ad Expenditure (2005-10)
Figure 3.4: US outdoor advertising expenditure: 2002-2007
Figure 3.5: Outdoor Advertisement Growth Rates – Leading Countries (2007)
Figure 3.6: Russian outdoor advertising expenditure: 2002-2007
Figure 3.7: Ad spend growth rate: China versus Europe and N. America
Figure 3.8: Growth in GDP versus Total Ad Spend & Outdoor Ad Spend: 2001-07
Figure 4.1 Global Digital Signage Market Size (2005-07)
Figure 4.2: Digital signage market size: Leading countries
Figure 5.1 Digital Signage Supply Chain
Figure 8.1: Global Digital Signage Display Unit Sales -Actual and Forecast (2007-10)
Figure 8.2: European Digital Signage Display Unit Sales -Actual and Forecast (2007-10)
Figure 10.1: Out-of-home advertising – Market Share of Leading Players: 2007
Figure 11.1: Clear Channel Revenues: Actual and Projected (2008-10)
Figure 11.2: Clear Channel Outdoor: Revenues by Segment (2007)
Figure 11.3: Clear Channel Outdoor: Revenues split by region - 2007
Figure 11.4: JCDecaux Revenues: Actual and Projected (2008-10)
Figure 11.5: JCDecaux: Revenues by Segment (2007)
Figure 11.6: JCDecaux: Revenues split by region - 2007
Figure 11.7: CBS Revenues: Actual and Projected (2008-10)
Figure 11.8: CBS: Revenues by Segment (2007)
Figure 11.9: CBS: Revenues split by region - 2007
Figure 11.10: Lamar Revenues: Actual and Projected (2008-10)
Figure 11.11: Lamar: Revenues by Segment (2007)
Figure 13.1: Global Outdoor Advertising Expenditure: Forecast (2008-10)
Figure 13.2 Global Market Forecast for Digital Signage (2008-2010)
List of Tables
Table 2.1: Media spend in key categories – Global scenario
Table 2.2: Advertising Revenues by Medium (2007): Leading Countries
Table 3.1: US outdoor advertising market breakdown by segment: 2002-07
Table 3.2: Top 10 Countries by Outdoor Spending: 2007
Table 4.1: Digital Signage: Applications and examples of installations
Table 6.1: Installation of digital displays in the US - Leading companies
Table 7.1: Industry Characteristics that Restricting New Players
Table 8.1: Potential Number of Sites for Digital Display Deployment
Table 10.1: Outdoor advertising – Leading Players (Revenues and Region-Focus)
Table 13.1: US Out-of-Home Advertising Growth Forecast (2008-10)
|
vikas[.]konceptanalytics.com 
