Unlike other AV sectors the digital signage industry is enjoying year on year growth, with increases in offerings and falling hardware costs. The business model of today's digital signage arena has evolved in the last 10 years on the back of extensive research and best practices. Today research places digital signage on the plateau of productivity in what is termed the 'hype cycle'. Consequently, the digital signage sector has seen steady growth over the last few years, bucking the decline seen by other media marketing channels by delivering positive double-digit year on year growth. The reason for this growth relates to a combination of hardware cost reduction, a better understanding of how digital signage content can help sales uplift, supporting a brand strategy development of better products and processes. In terms of digital signage hardware, costs have come down by over 25 per cent in the last two years. Customised vertical systems for specific sectors such as corporate lobbies, quick service restaurants, museums, cinemas, retail and bars are readily available and the market has proven the concept. In excess of 1.5 million large format displays are installed this year across Europe in digital signage projects, but only a third of the installed base are professional screens, which are mostly in larger networks, and standalone systems are often implemented with consumer TV displays. The use of regular LCD TV displays in commercial installations, are usually the first phase of a new digital signage installation. As the clients digital signage networks grow bigger, demand rises for a homogeneous manageable network across all the clients' outlets or sites. The software that creates and delivers the content to these networks has also improved significantly over the last five years. Standards are emerging for how content is created, presented, managed and audited. Such development is Software As A Service or SaaS, which empowers network operators to adapt their software to the growing network. Enterprise systems that once relied solely on a localised PC-based framework including onsite servers are rapidly being replaced by services hosted online and subscribed to on a monthly per screen basis.
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