The report analyzes the complex supply chain of the digital signage industry and assesses the market opportunities for various types of players in this industry. It focuses on the outdoor advertising market that is gearing to provide digital signage solutions. The market drivers, trends and challenges for the digital signage industry have been analyzed. Further, it highlights the positioning and strategies of top global digital signage players - CBS Outdoor, Lamar, Clear Channel and JCDecaux.

The shift of advertising expenditure from traditional media like television, radio and newspapers to outdoor is an indicator that digital signage will witness a major growth in the near future. However, the major factors that is going to drive the growth of digital signage in the near future will be lowering of the capital expenditure on signage devices and also the advancements in instant downloading of the new signs on the display panel.

The outdoor industry’s move to digital signage means higher quality, better networking, faster time to market, and more efficient customer targeting.

Lamar Advertising is considered the most aggressive outdoor company in transforming to digital. But over the past few months, CBS has also taken on a more aggressive stance with regard to digital billboards. Digital signage has the power to accelerate revenue and cash flow growth of these signage companies. As the digital rollout moves into the second stage with advancements in technology, outdoor advertisers are likely to capture a larger portion of advertising dollars.

The report broadly includes the following

1. Global Outdoor Advertising Market

2. Digital Signage: An Overview

2.1 An Introduction to Digital Signage

2.2 Market Overview

2.3 Markets for Digital Signage

3. Market Trends

4. Growth Drivers

5. Supply Chain Analysis: Digital Signage Market

6. Competitive Landscape: Major players in Digital Signage

6.1 Clear Channel Outdoor Holdings (CCO)

6.2 JCDecaux

6.3 CBS Outdoor

6.4 Lamar Advertising

7. Market Opportunities

8. New Entrants to the Industry: Entry Barriers

9. Major Challenges

10. Market Forecast

Figures

Global Outdoor Advertising Expenditure: 2001-2006

Global Advertising Expenditure by Media: 2006

Global Digital Signage Market Size: 2005 & 2006

Total Number of Mega Cities: Current and Forecast (2015)

Global Air Passenger Traffic: 2003-2006 & 2015 (Forecast)

Ad spend by Media: Percentage of Total Ad Spend

Outdoor Advertising Revenue: Comparison of Major Players

Tables

Top 20 Outdoor Markets by Ad Spend

Impact of new technology on different media

Potential number of sites for digital display deployment

Industry characteristics that restrict entry of new players

Unlike other TV networks, CBS is taking its commitment further. Owning networks—or, at the very least, signing exclusive sales agreements with networks—allows CBS to control not only content but all inventory, a plus for advertisers. “CBS is more serious about the space than their competition—they aren’t just looking to rep space,” says Daniel Wilkins, president of Atlanta-based out-of-home agency Wilkins Media, which in April launched a new division, n2, to handle digital out-of-home buys.