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Digital Signage Market: Snapshot

Digital technologies have touched every worldwide sector. Of them, products from the digital signage market have emerged as a powerful tool with information-sharing capabilities. Digital signage is an electronic display platform useful in building brand awareness as well as advertising of a wide range of products. There is consistent growth in use of these digital tools in exhibitions and marketing events. This technology adoption is pushing the growth of the global digital signage market.

Many companies today have moved their focus on using digital technologies. The main motive of these efforts is to connect with their customer base. Making the use of digital signage, they are able to share key information about their new products or services easily. As a result, there is rising demand for digital signage from across many sectors. This indicates the growth opportunities for global digital signage market. Standalone digital signage, IPTV-based digital signage, and web-based digital signages are some of the options from which companies can select as per their need.

There are numerous industries such as transportation, retail, hospitality, education, sports, banking, and entertainment where digital signage finds application. This signifies a wider range of opportunities for players in the global signage market to expand their businesses. Besides, growing demand for anonymous viewer analytics (AVA) technology, interactivity, and superior-performance OLED is projected to drive the growth of the global digital signage market. Increased requirement of digital fabric graphics and new configurations and large-format displays is expected to create lucrative avenues for digital signage market during upcoming period.

In recent period, integration of digital signage and biometric technology has gathered the traction among many businesses. Using this integration, many companies have developed products that help to track heat paths and gaze tracking. Of them, gaze tracking technology is useful in locating the crowded area that signifies a larger number of consumers. This factor is helping many vendors in tracking consumer behavior, which works as an efficient marketing tool. This signifies increased inclination toward use of abovementioned technology in the upcoming period. As a result, the digital signage market is projected to witness increased growth avenues.

Global Digital Signage Market - Snapshot

Digital signage is dynamic electronic signage used to display multimedia content to engage viewers. Modern digital signage comprises a controller that uses a digital connection to deliver a crisp output signal to a digital display such as a plasma screen or LCD panel. This signage also comprises a playback device that uses a digital storage medium such as a hard drive to store digital content locally, ensuring smooth playback. In several cases, the device can be remotely controlled over the Internet to facilitate content updates, schedule changes, and compliance reporting. The global digital signage market is expected to expand at a CAGR of 5.5% between 2019 and 2027 and reach value of US$ 28,538.7 Mn by 2027.


The commercial sector across the world has undergone significant transformation over the last few years, owing to rapid technological advancements and digitization. Therefore, currently, well-established players as well as recent market entrants are investing in product innovation, brand strengthening, and customer retention and management, leading to increased competition among them. As a result, all these companies are investing to enhance the appearance of their products and services by promoting them through online marketing, exhibitions, and personalized display installations in their campuses for indoor and outdoor advertising. Amongst all, growth of digital signage has been the most significant. It has grown from a simple advertising medium to an effective retail engagement strategy. Thus, rapid technological advancements and digitization in the commercial sector are driving the digital signage market.

However, increasing adoption of smartphones and affordable Internet packages has led to drastic rise in surfing through mobile phones over the last few years. This has encouraged small and large businesses, which were strategizing omni-channel marketing, to increase sales through online advertising. According to the World Federation of Advertisers, leading advertisers in the world increased their online advertising investments in 2018, with 50% of them anticipated to raise their spending to around 20% year-on-year in the near future. Furthermore, digital signage is expensive than online advertising. In spite of this, in the long term, digital signage is expected to be largely preferred in sectors including retail, sports & entertainment, and commercial, owing to flexibility, cross-integration platform, better performance, and interactivity offered by it. Thus, the impact of this restraint is expected to be medium in the short term and low in the mid and long terms. Furthermore, increasing demand for interactivity, anonymous viewer analytics (AVA) technology, digital fabric graphics and new configurations, superior-performance OLED, and large-format displays is likely to create lucrative opportunities for the global digital signage market during the forecast period.

Key players operating in the global digital signage market and profiled in this report are Panasonic Corporation, Samsung Electronics Co., Ltd., Sony Corporation, Sharp Corporation, Advantec Co Ltd, BroadSign International, Cisco Systems Inc., LG Electronics,  NEC Corporation, Omnivex Corporation, AdMobilize LLC., RedFalcon, and Quividi SARL.

Heightening Adoption of Digital Advertising Pursuits to Bring Good Growth Prospects for the Digital Signage Market

The digital signage market will observe stable growth across the assessment period of 2019-2027. The increasing use of digital tools in marketing techniques will serve as a vital growth contributor for the digital signage market. The growing influence of digital signage boards across many applications will also bring profitable growth opportunities.

  • Digital signs make use of technologies such as LCD, LED, and others to display different content types such as videos, information, streaming media, images, and others. They are of great use in transportation systems, stadiums, hotels, corporate buildings, public spaces, outdoor advertising, and others. These applications bring immense growth opportunities for the digital signage market. The advantages that digital signage boards offer also bode well for growth.
  • Growing awareness about the disadvantages of traditional marketing is urging many businesses to adopt digital advertisement methods. The players in the digital signage market are focusing on improving the quality of visibility through many steps. Research and development activities are also playing a vital role in the growth of the digital signage market.
  • Varied advertising companies are coming up with creative taglines. These taglines catch the attention of the prospective consumer quickly. To aid this process, many advertising companies adopt digital signage. This aspect will bring tremendous growth opportunities for the digital signage market.
  • The COVID-19 pandemic has a wide impact on the growth of the digital signage market. The pandemic has wreaked havoc and has disrupted various businesses and sectors. Many businesses in the non-essential sectors were ordered to be closed on the back of the stringent lockdown restrictions adopted by various countries around the globe. This factor affected the advertising campaigns. As businesses were shut, the owners didn’t adopt any advertising strategies for a brief time, which affected the digital signage market to a considerable extent.
  • Stadiums and public places where digital signage is used on a large scale were also closed, eventually having a negative effect on the growth rate. Nevertheless, the staggered reopening of several manufacturing units and is serving as a boon for the players in the digital signage market.

Global Digital Signage Market: Overview

This comprehensive report by Transparency Market Research analyzes and forecasts the digital signage market at the global and regional levels. The report provides analysis of the market for the period from 2017 to 2027, wherein 2019–2027 is the forecast period and 2018 is the base year. An in-depth and unbiased market assessment has been made to provide readers with comprehensive and accurate analysis. The report highlights all major trends prevalent in the global digital signage market. It also focuses on market drivers, restraining factors, and opportunities for the global digital signage market. The study provides a complete perspective of the digital signage market in terms of revenue (in US$ Mn) across various geographies including North America, Europe, Asia Pacific, Middle East & Africa (MEA), and South America.

The report includes detailed value chain analysis, which is focused on providing an extensive view of the global digital signage market. Porter’s five forces analysis has also been provided in the report to help understand the competition landscape of the market. The study incorporates market attractiveness analysis, wherein market segments have been benchmarked based on their market size, growth rate, and attractiveness. In order to offer complete analysis of the competition scenario of the global digital signage market, every region mentioned in the report is provided with attractiveness analysis.

The market overview chapter of the report explains market trends and dynamics that include drivers, restraining factors, and the current and future opportunities for the global digital signage market. Market outlook analysis has also been provided in the report. Additionally, the report provides analysis of different business strategies being adopted by major players operating in the global digital signage market. The market introduction chapter helps in getting an idea of different trends in the global digital signage market.

Global Digital Signage Market: Scope of Report

The study provides a decisive view of the global digital signage market by segmenting the market in terms of type, display technology, offering, and application. The report also provides detailed segmentation of the market in terms of region and categorizes it at various levels, thereby providing valuable insights at micro and macro levels.

The report further highlights the competition scenario of the global digital signage market, by ranking all major players according to their geographical presence and key recent developments. The insights into the global digital signage market is a result of TMR’s extensive primary interviews, secondary research, and in-house expert panel reviews. Market estimates have been analyzed by considering the impact of different economic, political, social, legal, and technological factors on the market.

In terms of country, the North America market has been segmented into Canada, the U.S., and Rest of North America. The Europe market has been divided into Italy, France, Germany, the U.K., and Rest of Europe. The digital signage market in Asia Pacific has been segmented into China, Japan, and Rest of Asia Pacific. Middle East & Africa comprises GCC, South Africa, and Rest of Middle East & Africa. Similarly, South America includes Brazil and Rest of South America. The report provides all strategic information required to help understand the global digital signage market.

Global Digital Signage Market: Research Methodology

The research methodology is a perfect combination of primary research, secondary research, and expert panel reviews. Secondary research sources include annual reports, company websites, SEC filings, investor presentations, national government documents, internal and external proprietary databases, statistical databases, relevant patent and regulatory databases, market reports, government publications, and statistical databases.

Primary research involves telephonic interviews, e-mail interactions, and face-to-face interviews for detailed and unbiased reviews of the global digital signage market. Primary interviews are usually conducted on an ongoing basis with market experts and participants in order to obtain the latest market insights and validate the existing data and analysis. Primary interviews offer new information on important factors such as market trends, market size, and competition landscape. These factors help validate and strengthen secondary research findings. The analyzed data collected from secondary and primary research is again discussed and examined by TMR’s expert panel.

Global Digital Signage Market: Competition Dynamics

The research study includes profiles of leading companies operating in the global digital signage market. These players have been profiled in terms of attributes such as company overview, financial overview, business strategies, and recent developments. Major players profiled in the report on the global digital signage market are AdMobilize LLC, Advantec Co Ltd, BroadSign International, Cisco Systems Inc., LG Electronics, NEC Corporation, Omnivex Corporation, Panasonic Corporation, Quividi, RedFalcon, Samsung Electronics Co., Ltd, Sharp Corporation, and Sony Corporation. These companies are focusing on expanding their business through acquisitions and strategic partnerships.

The global digital signage market has been segmented as follows:


  • Standalone Digital Signage
  • Web-based Digital Signage
  • IPTV-based Digital Signage

Display Technology

  • OLED
  • LCD
  • HD Projector
  • LED
  • Others (Including Plasma Screens, DLP Rear, Projection TVs, and Older Tube-based TVs)


  • Hardware
    • Display/Monitor
    • Media Player
  • Software
    • Audience Analytics Software
    • Others
  • Services


  • Transportation
  • Retail
  • Hospitality
  • Entertainment & Sports
  • Education
  • Corporate
  • Banking
  • Others


  • North America
    • U.S.
    • Canada
    • Rest of North America
  • Europe
    • Germany
    • U.K.
    • France
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC
    • South Africa
    • Rest of Middle East & Africa
  • South America
    • Brazil
    • Rest of South America

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Digital Signage Market

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