The digital signage industry generated an estimated $7 billion in annual revenues growing on all accounts at a continued double-digit compound annual growth rate employing an estimated 50 000 professionals as messages are presented on more than two million networked out-of-home displays according to an industry outlook released by digital signage consultant Lyle Bunn. “Owned media is the dominant communications force in customer patron staff and student engagement ” Bunn said. “End users in food services retail banking entertainment and other patron-based organizations have moved into the early majority phase to establish dynamic signage networks as part of their owned media and communications infrastructure.” Bunn believes that 2013 will be another positive year in the decades long success story that is dynamic signage and digital place-based media in particular for diligent project directors and suppliers. Increased integration with data and information feeds as well as with paid earned social mobile and proximity media will increase the relevance and the business value of dynamic media.? Aggregation of display inventory which has had extremely limited success and sector impact has a clear path to success during 2013 through operational cooperation Bunn’s outlook continued. Ad revenue achievement challenges on the part of ad-based networks the maturing of ad sales and trafficking platforms and the availability of the Ad Management and Inventory software layer will improve the efficiencies of media commerce on the part of digital place-based networks.? “Agencies will show more enthusiasm for dynamic place-based media as their clients become more demanding and look to better integrate owned with paid media ” he said. “The champions of place-based media are the brands themselves the professional teams of which are ultimately responsible for brand success. It is this brand-driven commitment that is motivating change in favor of brand growth by contributors such as agencies. The fierce competition among agencies and the inherent focus on value and performance to brand client is a point of opportunity to agencies and to the brands they serve.”? Bunn concluded “The sector has moved beyond the Wild West stage of the post-9/11 economy through a period of technology development and deployment in the mid to late 2000s and is finding its place as a communications and engagement medium linking and leveraging other media assets and delivering value by moving the needle on revenues and providing business operating economies.” ?? Additional materials are available at www.LyleBunn.com
