Digital Signage: Infotrends Sees Significant Growth for Narrowcasting

Market research and consulting firm InfoTrends last month, the forecast of strong growth of digital signage in North America for narrowcasting applications between now and 2011.The research firm expects compound annual growth rate in the number of display screens digital exploitation by nearly 12 percent between 2006 and 2011. It also foresees strong growth in annual turnover comprising 18.5 percent for the period, reaching a total revenue of 2.59 billion dollars by 2011. For the sake of comparison, the narrowcasting industry was valued at $ 1.1 billion at the end of 2006, with an installed base of 97000 to 630000 screens sites are among the conclusions of a new report from InfoTrends,? Les: The Opportunity for Digital Signage and In-store television networks? The third major study, the researchers conducted on this market.Questions on aid effectiveness narrowcasting for targeted advertising appear to evaporate. InfoTrends reports that respondents this year? S study were far less concerned about the lack of measurement of the effectiveness of the program announced that they were in his 2004 study. The researcher attributed the growing body of data showing the operating systems which, to be effective as reason.Additionally, the report shows that 51 current users of the digital network in-store displays or TV systems that responded to a survey structured for the report, 80 Percent plan to increase the utilization of their network over the next three years, and the other 20 percent expect to maintain the use during levels.What? S of this item at all? Signs advertising networks of exploitation that are becoming part of mainstream? Not a kind of fringe experimental medium reserved for the daring and avant-garde. Rather than being seen as a risk in the eyes of the media buyers, they become an essential means of communication and marketing for advertisers who want to influence decisions on spending at the point of purchase.It isn? T particularly surprising that the exploitation of digital networks are entering the mainstream. Put yourself in the shoes of purchasers of advertising and marketing, which are witnessing a radical transformation of an advertisement pillar: television. Once the medium they knew and understood thoroughly, television is moving away from a controlled definable publicity to one thesis that? Putting viewers greater control over what they watch and when? More specifically for this debate, commercials.Consider an article this week Du Denver Post trumpeting the fact that venerable ratings agency Nielsen Media Research has strengthened its monitoring of viewers for the digital age. According to the article, advertised for a show especially after three days on a DVR was 108 percent of the live views of the same show. Sounds pretty good far.However way, the article quoted a direction of M Group, an advertising agency in New York, as saying that many advertising agencies have analyzed how viewers watch and asynchronous (ie, ie through a DVR), and determined that 60 percent skip commercials. Regardées in light of the fact 18 per cent of households have television DVR and more are on their way, and it becomes clear that the so-called? Living views? To give? Fashion deferred? Showing the number of viewers watching advertisements slide precipitously.Narrowcast networks with digital displays placed where consumers decide to make a purchase donation? T to give people the possibility of the rapid transmission of trade past. For this reason alone, it not? T be surprising to see InfoTrends? Forecasts for digital signage operating income growth and growth in the number of screens in North America exceeded.
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