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2005 B+ Report Card for Digital Signage2006 Outlook Very Strong
The elements of the 2005 Digital Signage ?Report Card range from ?A to ?F with an overall industry score coming in at a B+. This summary of key industry directions during 2005 suggests a very positive outlook for 2006.
B+ Overall Growing supply capability, display inventory and revenues.
A Analysts and Events Valuable business planning information provided.
C+ Media Buyers Savvy performance under poor direction.
B Technology Improving price/performance and inter-operability
F Media Planners Need to stay ahead of clients awareness of digital signage.
Amid the arm-waving, proposals, pilots and promises, 2005 was a positive year for digital signage earning an overall grade of B+ due to the broadening range of organizations involved with this enabling capability, the success of current deployments and advances in both business models and the technology base.
Many firms entered and deepened their focus on the industry including suppliers, content creators, brands, location providers, retailers, consumer service providers and network owners. New approaches to digital signage emerged which broadened the field of options, RFID triggered display is poised to hit store shelves, multi-purposing of displays emerged as a key future function and the proof and rationale for digital signage advanced considerably.
On the down side, there were few launches relative to the promise of this enabling capability, technology was under-used, content often went stale, investment in new networks was slow and ad-selling and CPM rates developed poorly.
|Organizations and investors were wise to.. think through their business model including the framework defining possible content and digital signage use for their organization.|
Yet, non-networked stand-alone displays and those fueled by CD, DVD and flash cards also call themselves digital signage. Meanwhile PRN (the Wal-Mart network), and others call it ?In-Store TV, which suitably describes their service, and facilitates access to TV ad budgets. ?Digital display, ?electronic signage , ?multicasting or other terms are used to describe out-of-home digital display.
The ?Out-of-Home display category is an umbrella being applied to all digital signage networks by media planners and buyers.
During 2005, organizations and investors were wise to wait, holding off technology deployment, capitalizing adequately, monitoring industry developments, considering and planning for intended outcomes and defining the value of audiences that might be reached is an underpinning of the success of every digital signage network. Thinking through the policy framework defining possible content remains extremely important.
|?acquisitions recognize that digital signage as ?electronic publishing has the capability to extend or replace other display and promotional methods.|
Top marks went to Research houses, event producers and the technology, with low marks to organizations supporting brand development.
Research Firms scored an ?A. Three firms including Forrester Research, (www.forrester.com) Frost & Sullivan (www.frost.com) and Infotrends/Cap Ventures (www.capv.com) provided excellent statistical perspectives on the outlook of digital signage as an explosive phenomenon marching toward ?Big I industry status. Their immediate term projections reflect the ?opportunities pipeline of projects that BTV+ is tracking or involved with.
|Strategy Institute presented 90 speakers at its 3 conferences, (www.strategyinstitute.com) and has six Digital Signage events planned for 2006.|
Related Keywords:digital signage, BTV, Business Television, Digital Signage Report Card