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Digital Signage Expo’s Q4 ‘09 Business Barometer Reports Majority Have Positive Outlook Sales & Advertising Increase in DOOH Industry
Atlanta, Georgia—Digital Signage Expo (DSE), the world’s largest International Tradeshow and Conference dedicated to digital signage, interactive technology, and out-of-home networks, has announced the results of its Quarterly Business Barometer Survey for Q4 ‘09.
Ninety-seven percent of all survey participants in North America remain positive about the future of the Digital Out-of-Home Industry—no overall change from Q3 (60 percent Very Positive; 37 percent Somewhat Positive).
As in past quarters, those most positive about the DOOH Industry varied across each of the three main groups of respondents, which included Technology/Content Providers (55 percent “very positive”), Advertising/Marketing Professionals (69 percent “very positive”), and End Users/OOH Network Operators (65 percent “very positive”).
DOOH Business Continues to Increase
In Q4, 5 percent more End User/Network Operators than in Q3 reported that their actual DOOH advertising revenues were higher than in the previous quarter and 7 percent more projected that their advertising revenues in Q1 2010 will be higher than the percentage who forecast an increase for Q4 2009.
Hottest Growth Categories
Technology/Content Provider respondents predicted that the hottest growth categories for DOOH in the next twelve months would include Retail (43 percent), Healthcare (42 percent), Restaurant and Transportation (33 percent each), Education (31 percent), and Arts/Entertainment/Recreation (27 percent).
End-User Dollars are Committed to DOOH
Although the commitment to install for the first time, add to, replace or upgrade current DS systems during the next twelve months is down compared to the Q3 report, the percentage is still a healthy 73 percent of end-user respondents. Furthermore, the average number of screens coming on line per installation is up 5 percent from the previous quarter, according to the sampling of end-users and network operators planning deployments.
Advertising Agency Buyers Recommending Higher Spend in DOOH
More than one-third (37 percent0 of survey participants said their Q4 2009 ad spend was “Higher” than in Q3, 13 percent more than reported in the previous quarter, with another 33 percent reporting that their ad spend remained “about the same.” In addition, 67 perce4nt forecast a “Higher” ad spend for Q1 2010. The top categories targeted for that investment are: Retail, Arts/Entertainment/Recreation, Public Spaces, Banks/Brokerage Firms, Restaurants, Transportation, Stadium/Arena, Bar/Nightclub, and Hospitality (Hotels/Motels).
“There was an obvious dip in industry sentiment between our Q1 and Q2 report, but that turned positive as the year progressed and the worst of the recession seemed behind us,” said Richard Lebovitz, Editorial Director for digitalsignageexpo.net. “Though many in the industry remain cautious in their outlook for the economy during the next six months, the outlook for the digital signage and digital out-of-home industry as a whole appears to be as bright as ever.”
To see the complete report, go to www.digitalsignageexpo.net or follow this link.
Digital Signage Expo, co-located with the Interactive Technology Expo, Out-of-Home Network Show, Digital Content Show, and Mobile Marketing Show, will be held at the Las Vegas Convention Center in Las Vegas on February 23-25,2010.
To exhibit or attend, contact Chris Gibbs, 770/649-0300, ext 17. Or for more information, visit www.digitalsignageexpo.net.
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