Network Digital Signage Will Save the Big Three as well as the Super Bowl Print

SCOTTSDALE, Ariz., December 15, 2008—GM, Ford and Chrysler are feeling the pain of this economy, but not as badly as advertisers.  In 2008, GM alone had a greater than $ 2B budget for marketing and advertisement.  When Q3 2008 was over, most of that budget was pulled.  That means plans for those multimillion dollar ads for the Super Bowl in February will be cut back or gone completly.   This is impacting all advertisers that spend big money.  It’s all about ROI. This is proven by Digital Signage being able to moderate the health of each display, schedule content and advertisements, allow for single-point remote management of a network, and provide proof of play according to recent research conducted by MultiMedia Intelligence.

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"Digital signage software companies can no longer differentiate themselves on basic display or management functions; this is now considered table stakes," asserts Rick Sizemore, Chief Strategist for MultiMedia Intelligence. "We are at the dawn of analytical tools embedded in with the larger digital signage network. Analytics allow digital signage network providers to add value to advertisers by enabling the digital signage network to do everything from dynamically changing messaging for individuals to measuring to participation with an advertisement."

MultiMedia Intelligence also found that:

  • Software as a Service (SaaS) is growing in popularity. Since most major software deployments are web-based, the biggest single difference between SaaS and End-to-End software providers is that the SaaS server is in remote-locations. End-to-End service providers work with the premise that the central media server is on-location.
  •  The leading companies providing network digital signage software include Cisco, Scala, Key West Technology, and Westinghouse.
  • 40% of new network digital display platforms installations will leverage SMS for interactivity by 2012
  • In 2008, 90% of all digital signage networking connections from the servers to the set top boxes or digital media adapters were Ethernet.
  • Europe is becoming more significant in the digital signage market. Germany is seeing a significant rise in deployments with 5,000 new digital signage display screens expected to be installed in 2008.
  • The market for digital signage continues its growth as the market consumed 1.1 million displays in 2008. This is an increase in display shipments of 34% over 2007. By 2012, the market will consume nearly 2.3 million displays.
  • China overtook the USA as the top digital signage consumer, driven by preparations for the 2008 Olympics.
  • Retail, transportation and restaurants and bars are the top 3 verticals for digital signage. Education and corporate communications verticals are making impressive gains.
  • Digital signage networks are increasingly driven by digital media adapters rather than PCs. Digital media adapters will exceed PCs in new deployments in 2009.

The research report, "Network Digital Signage: Infrastructure, Displays, Technology," examines and forecasts key market verticals in the network digital signage market.

Forecasts are provided on an annual or per monthly average (e.g. PB/month) from 2007 through 2012. Forecasts include:

  • Digital Billboards – Revenue and Units Sold for Manufacturers and First-Year Costs and Maintenance
  • Digital Displays by Type and Digital Media Players by Type and Storage Solution
  • Set-top boxes with TV Tuners by Video Broadcasting Protocol
  • Costs Associated with Digital Signage Networks in cabling and Installations
  • Percentage of Wireless Interfaces that ask a Customer to Opt-in (RFID, Bluetooth, Wi-Fi, and Cellular)
  • Regional and Individual Country Spending for Digital Signage
 

For more information, visit www.MultiMediaIntelligence.com or contact  

Rick Sizemore

480-308-0901

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About MultiMedia Intelligence

MultiMedia Intelligence, a market research and consultancy firm, specializes on the markets and technologies for delivering and monetizing digital content and services across multiple platforms. We look beyond the classic 'three screens,' which include TVs, mobile handsets, and computers. We put markets into the broader context of the industry ecosystems that are converging and changing traditional business models.