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2009 Trends: Growth in Proven Applications

Jan 13, 2009 12:00 PM, By John W. DeWitt


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Increasing use of public transit will drive growth of transportation-related digital signage in 2009. Shown here is a digital sign on a Fjord1 bus in Norway, with Omnivex software linked to a GPS system to trigger specific content based upon location.

Increasing use of public transit will drive growth of transportation-related digital signage in 2009. Shown here is a digital sign on a Fjord1 bus in Norway, with Omnivex software linked to a GPS system to trigger specific content based upon location.

Digital signage, though not immune to a tough economy, has some advantages in a downturn, according to analyst Chris Connery, who is vice president for PC and large-format commercial displays at DisplaySearch. Connery recently talked to Digital Signage Update about the trends he sees for the digital signage industry in 2009. Cutting-edge signage may receive less emphasis, he says, but growth should continue for applications that demonstrably reach audiences at retail (including restaurants), in hospitality, at movie theaters, and in public transportation.

SVC: Digital signage has shown continuous growth in recent years. Is 2009 going to be another growth year for digital signage?

Connery: Digital signage is coming more into view (for more people); it’s now more on the radar of the bigger out-of-home advertising agencies. As their awareness increases, and the technology comes on their radar, then the market continues to grow.

Signage has advantages in a tough economy because it can be quick and targeted in response to market changes. Look at the gas marketplace; think how quickly messaging has to change at the gas pump. It shows how quickly things can change in the economy these days.

Content, especially when it’s timely, seems to be more important than ever.

Content is king. It’s trite to say, but that really seems to be the trend. On the hardware and display side, the focus on content means there’s a lot of talk about resolution and ... the trend involves tying in that content with the display itself, making sure the experience is first and foremost a solid experience. This gets into issues such as resolution. ... It’s increasingly important for software and content providers to support the display’s resolution. And that’s even more important when you’re driving content to some kind of matrix display. We’re seeing more matrix displays, and instead of rear projection, video walls are moving to direct-view technologies such as LCD or plasma. The thinner bezels on displays are allowing for video walls with multiple displays that are almost seamless.



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