Out-of-Home Digital Media are - Cleverdis
Out-of-Home Digital Media are - Cleverdis
Out-of-Home Digital Media are - Cleverdis
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<strong>Digital</strong> Signage Market - The Snowball Effect<br />
In the past year, a plethora <strong>of</strong> studies have appe<strong>are</strong>d covering the out <strong>of</strong> home digital media<br />
market, all investigating different aspects <strong>of</strong> market growth and all valid within their spheres.<br />
While there <strong>are</strong> several economic models, the market for advertising through digital signage<br />
per se (known as “Narrowcasting”) is reportedly set to experience more than 25% CAGR<br />
(Compound Annual Growth Rate) over the next few years.<br />
Inflection Point<br />
While <strong>Out</strong> Of <strong>Home</strong> <strong>Digital</strong> <strong>Media</strong> Networks come in all shapes and sizes, over the past few<br />
years, growth in advertising revenues from specific “ad-based” networks has been under<br />
target. The reason for this is that expectations were too high due to overly enthusiastic<br />
promoters and unsophisticated or unadventurous ad agency account managers. The problem<br />
for the agency people was a total lack <strong>of</strong> usable data... so – no metrics – no money! This is<br />
now changing with new ways <strong>of</strong> measuring audiences, including such things as webcam-like<br />
cameras placed on screens that measure not only the time someone is in front <strong>of</strong> the screen,<br />
but whether they <strong>are</strong> facing the screen or not, and even, shortly, what sex they <strong>are</strong>.<br />
Harbingers <strong>of</strong> the Future<br />
PART TWO<br />
Market Data, Analysis & White Papers<br />
In January 2007, Cisco Systems jumped into the growing digital signage market with the<br />
introduction <strong>of</strong> a new <strong>Digital</strong> <strong>Media</strong> Manager and <strong>Digital</strong> <strong>Media</strong> Player duo. Cisco <strong>are</strong> very<br />
bullish, reportedly expecting the digital signage market to top $3.6 billion by 2011.<br />
According to IDC analyst Melissa Webster, "It's been a hugely fragmented market. What we<br />
haven't seen is an enterprise plug-and-play approach from a very large vendor. Cisco is very<br />
able to provide plug-and-play solutions." Many large display manufacturers in the space – like<br />
Sony, Panasonic and JVC – <strong>are</strong> now proposing broader <strong>of</strong>ferings for <strong>Digital</strong> Signage<br />
applications, including specialised s<strong>of</strong>tw<strong>are</strong> and/or hardw<strong>are</strong> packages. Meantime with<br />
Google announcing a “way-finding kiosk” and Micros<strong>of</strong>t reportedly planning to join the fray,<br />
all we can say is “WATCH THIS SPACE”.
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