Details on the study's goals

And what did we analyze for you.

Market potential worldwide / by region
The appraisal of the market potential for digital signage plays a big role in the investment considerations as well as in terms of possible financing forms. At the same time, big differences can be observed around the world regarding the development stage, depending on the region. The reader will be amazed by just the fact where projects have been implemented successfully for a long time and where the market is still in early development stages.

Options for providers, industry and market / trade
The options for the application of digital signage are manifold and depend on the respective strategic positioning of the medium. An analysis of already existing directions of the respective program and the related options for future networks and applications is surveyed in detail, analyzed and compared to the ideas of the respective target groups.

Expectations of all interest groups
Each of the surveyed target groups has a range of expectations of communication platforms and therefore also of digital signage. In addition to the target groups, however, a series of other interest groups are also relevant for the success and/or failure of such programs and the ideal exploitation of all options as well as the maximization of the economic and qualitative success. In this part of the study, the analysis concentrates on the motivation of shoppers, observers and media consumers, the social environment around the location of the respective broadcasting, demographic particularities of the same and implications from the financial service provider groups, the regulative authorities and other interest groups. 

Analyses of globally successful concepts and projects
We analyzed a series of previously implemented projects and present their success drivers and risks. In addition to the success drivers explored, the risks associated with digital signage programs are analyzed. Typical pitfalls are shown and the avoidance and/or bypass strategies taken by the market participants are explained.

Financing and investment concepts
We can observe a wide variety of investment and financing concepts within digital signage initiatives. Among them, internal investments from marketing or sales budgets, external investments in outside capital and such in inside capital are the most frequent forms, as much as the resulting various organization forms of digital signage projects - amongst others as project, division, venture or joint venture. The study analyzes the various concepts and models and presents them in detail.

Media sales approaches and models
Depending on the basic goal of the medium, external advertising partners are taken into consideration for the refinancing of the digital signage program. Our observation showed a mix of various media sales strategies in the market. The partners involved are as heterogeneous as the marketing models and terms. Concepts, approaches, terms and partner models are analyzed as well as the question of the budget's origin.

Research and project management
A medium can only be successful and perceived as relevant if several basic assumptions are illuminated and considered in the conception and later development of the program as central assumptions. Our analyses have shown that successful initiatives attach a lot of significance to accompanying research from the beginning and that they involve market research in the analysis and development of the program for the entire term of the undertaking. Within a digital signage initiative, project management plays a key role as well. Here, experience, knowledge, processes, plans and working stages are centrally gathered, analyzed, processed, communicated and tracked. The various approaches and implementation variants are illuminated in detail. 

Concepts, contents and brand management
The basic goal of the operator and the results of target group research and motivation are often considered in a comprehensive program concept which includes a series of strategy and/or concept elements as a result. We observe implementations of a sustainable communication and brand strategy in all aspects of the medium and analyze the different concepts. The derived, applied contents appear in many different ways and forms. The various forms are analyzed and motives as well as pros and cons are shown.

Technology, implementation and processes
The infrastructure required in a digital signage initiative is complex and consists of a series of hardware and software components as well as related services. Among others, we analyzed individual solutions and concepts in a variety of fields. Proven and innovative concepts and approaches are examined and shown in detail.