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Digital Signage Future Trends
2015
© 2015 NETWORLD MEDIA GROUP 2
Page 3 Executive Summary
By Christopher Hall, editor, DigitalSignageToday.com
Page 10 Industry Survey Results
Page 11 Restaurants Page 13 Digital billboard operator Page 14 Advertising agency Page 15 College/university Page 17 Hotel/resort Page 18 Retailer Page 20 Bank/financial institution Page 21 All end-users Page 28 Solution providers
Page 31 Industry Insights
Page 31 Digital Signage Player Developments Will Drive Market Growth in 2016 and Beyond By Jeff Hastings, CEO, BrightSign
Page 34 DOOH Media Arrives: Consistent, Scalable and Sustainable By Dan Trotzer, vice president of Pump Media business operations, Verifone Media
Page 37 From the Trenches: Digital Signage Future Trends By Rick Mattock, CTO and SVP of technology, RMG Networks
Page 40 The Future of Digital Signage in Fast Casual Dining By Tom Nix, CEO, Scala
Page 43 Interactivity and Engagement: The Future of Displays By Jennifer Davis, vice president of marketing and product strategy, Planar Systems
Page 45 More Data, More Problems: The Case for Visual Communications By David Levin, president and CEO, Four Winds Interactive
Page 48 Now Trending: What the Year Ahead Has in Store for Digital Signage Applications By Richard Ventura, vice president of business development and soluctions, NEC Display Solutions
Page 53 Productivity of Place is the Highest Priority By Lyle Bunn, analyst, advisor and educator, BUNN
Page 56 The Modern Dashboard By Ryan Gushue, director of marketing, Enplug
Page 59 The Upward Trajectory of DOOH By Stephen Freitas, chief marketing officer, Outdoor Advertising Association of America, Inc.
Digital Signage Future Trends 2015 ©2015 Networld Media Group. 13100 Eastpoint Park Blvd., Louisville, KY 40223. (502) 241-7545. All rights reserved. No part of this publication may be reproduced without the express written approval of the publisher. Viewpoints of the contributors and editors are their own and do not necessarily represent the viewpoints of the publisher.
Christopher Hall, editor, DigitalSignageToday.com
christopherh@networldmediagroup.com
Brittany Warren, custom content editor
brittanyw@networldmediagroup.com
Alan Fryrear, chairman
alanf@networldmediagroup.com
Tom Harper, president & CEO
tomh@networldmediagroup.com
Kathy Doyle, executive vice president and publisher
kathyd@networldmediagroup.com
SURVEY RESULTS DIGITAL SIGNAGE FUTURE TRENDS 2015 10
1. Where is your company headquartered?
2. Would you describe you or your company/institution/agency as:
3. Which of the following best describes your company/organization?
Note: Not all data will add up to 100% due to rounding
A digital signage solution (hardware,
software, services) provider?
57%
A digital signage
end-user/deployer?
A potential digital
signage end-user?
21%
22%
United States
50%
Canada
7%Asia
18%Europe
16%
Latin America
4%
Africa
3%
Other
5%
3%
2%Middle East
Australia/New Zealand
Advertising Agency4%
Stadium/Arena Operator 1%
Casino1%
Digital Billboard Owner 2%
Digital Out-Of-Home
Advertising Network Operator 7%
Government/Public Sector Agency 3%
Health Care Facility 2%
Hotel/Resort1%
Non-profit Agency2%
Public Transportation Agency1%
Bank/Financial Institution
16%
College/University
8%
Restaurant/Foodservices
Provider
16%
Retailer
11%
Other
26%
Other includes: Researcher, telecommunications, real estate, kiosk operator, ATM operator, insurance
Other includes: United Kingdom, India, South Africa, Israel, Indonesia, Mexico, Russia, Carribean, Brazil, and Korea
ALL END-USERS DIGITAL SIGNAGE FUTURE TRENDS 2015 21
38. How much are you or your agency/company/institution/ organization planning to spend on digital signage in the next year?
39. How much are you or your agency/company/ institution/organization planning to spend on digital signage in the next two years?
SU S O SSURVEY RESPONDENTS: US SALL END-USERS
$0
14%
Less than $5,000
27% $5,001 to $25,000
26%
$25,001 to $100,000
15%
$100,001 to $1 million
14%
More than $1 million
5%
$0
11%
Less than $5,000
16%
$5,001 to $25,000
28%
$25,001 to $100,000
24%
$100,001 to $1 million
14%
More than $1 million
8%
40. On what will that be spent? (Pick your top three):
41. How will your budget for digital signage change over the next two years?
10%
20%
23%
31%
36%
41%
43%
43%
64%
Replacing old non-display hardware?
Maintenance of current deployments?
Replacing old displays?
New software?
Content management services?
New media players or other hardware?
Content production?
New deployments?
New displays?
Increase
50% Stay the same
20% Decrease
2% Don't know
28%
SOLUTION PROVIDERS DIGITAL SIGNAGE FUTURE TRENDS 2015 28
SU S O SSURVEY RESPONDENTS: SSO U O SOSOLUTION PROVIDERS
signage over the next two years?
63. Which of the following best describes your company/organization?
64. What is the size of your company (by annual revenue)?
AV Distributor/Reseller 9%
Digital Billboard Manufacturer
Integrator/Installer
15%
Software Provider
16%
Other
19%
DS Content Provider 10%
DS Display Manufacturer 10%
2%
Media Player Provider 3%
Pro A/V2%
Network Installer 1%
Service Company10%
Wireless service provider 1%
Less than
$1 million
32%
$1 to $4.9
million
21%
$5 to $49.9
million
23%
$50 to $99.9
million
6%
$100 to $999.9
million
8%
$1 billion or more
10%
Banking/financial8%
Government/public sector
Entertainment4%
Sports/Arenas2%
2%
Transportation 4%
Hospitality4%
Education5%
Trade show1%
Retail
44%
Advertising
16%
Restaurant
11%
© 2015 NETWORLD MEDIA GROUP 53
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Investment planning:
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Lyle Bunn
analyst, advisor and educator, BUNN
Lyle Bunn is an analyst, adviser and educator providing digital place-based media subject matter expertise to end-users and providers. He has advised foodservice, banking, retail and hospitality organizations, along with other end-users, brands and providers to plan, design, source and optimize digital signage systems. He has been recognized for those contributions, published more than 300 articles, white papers and how-to guides and trained over 10,000 professionals. See www.LyleBunn.com.
US S G
Productivity of Place
is the Highest Priority
The opportunity cost of not using digital signage
now exceeds the cost of using it to improve productivity of place.
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