Digital Signage Market Growth Continues as IP Drives Next Generation Advertising, According to MultiMedia Intelligence, But Economic Weakness Looms. Print

SCOTTSDALE, Ariz., October 28, 2008—The market for digital signage continues its growth as the market consumed 1.1 million displays in 2008, according to MultiMedia Intelligence. This is an increase of display shipments 34% over 2007. By 2012, the market will consume nearly 2.3 million displays.

“Digital signage is the next evolution of multi-platform advertising,” according to Frank Dickson, Chief Research Officer with MultiMedia Intelligence. “The integration of IP-based network management allows an entire deployment of screens to be controlled from a single location, allowing for dynamic and simultaneous control of text, video and graphics.”


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These displays are more than just advertising as they add value to the viewer by providing information, ambient lighting, directions and other value-added content to enhance the shopping experience. Multiplatform features become compelling as mobility, location-based services, IP surveillance, and informational services are integrated. 


MultiMedia Intelligence’s new research also found:

  • Global economic weakness in 2008 will sap growth between 2008 and 2009 in terms of new hardware deployments, but 2010 returns to strong double-digit growth. 
  • Ethernet is far and away the dominant connection interface. HDMI and cellular will become increasing significant.
  • 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.
  • Roughly 8% of digital displays have embedded TV Tuners, with ATSC, DVB and country-specific standards competing for leadership.
  • Although hard disk drives dominate the market, solid state drives are making in-roads.


Network Digital Signage: Infrastructure, Displays, Software and Technology analyzes the digital signage network market in regards to:

Expected Worldwide Expenditures for:

  • Digital Displays
  • Digital Media Players
  • Infrastructure Costs Including Cabling and Labor
  • Display Interconnect

Software is Covered from the Perspective of Applications such as

  • Analytics
  • 3D
  • Holographic displays
  • Touch screen

Software Service Providers are Compared by a Matrix

End-user Cost of End-to-end Software Providers

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 Software


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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.