Vision and goal of the study

And why the whole world had to be topped.

The idea to publish a study on digital media is not new. There are numerous impact, concept and pilot papers on existing projects and individual sub-branches as well as application purposes.

Three fundamental differences of this study are completely new compared to all other materials:

1. Global survey with an integrated method and/or approach
   Qualitative research of all process elements, application options
2. and target groups for digital media
3. Complete independence of manufacturers and lobbies

In a comprehensive debate of all member countries and their representatives, POPAI, the only association for marketing at retail worldwide to look back upon a 70-year history, established that the questions regarding digital media are almost identical regardless of the region. Concepts, contents, impact and their measurement, possible financing models, media marketing, technical options and the general set-up are being questioned all over the world. And everywhere, market participants, service providers and branded companies are asking for references and existing best practices; and hence for a worldwide survey on and for the market.

POPAI and GIM (Gesellschaft für innovative Martkforschung) teamed up to develop a globally relevant and sound analysis of the digital signage market, of the existing concepts and projects as well as the market participants and their forecasts for the coming years. 
 
The result - the first worldwide study on digital signage - will provide a manual to operators, prospective operators, observers and decision-makers, which represents a comprehensive guidebook for all parts of the market, can serve as a work of reference and which - just like the telephone directory - will have a place on the desk of all parties close to the market the world over.

However, the study won't sample any statistical data and illustrate them in tables, but shed light on the subject of digital signage in a comprehensive and conclusive way; based upon interviews with many thousands of market participants, dozens of experts and opinion leaders from industry, trade, science and the service industry.

The study goes into detail regarding the regional particularities just as much as it draws comparisons between individual continents, regions and countries. Several chapters on important continents, regions and countries provide the local reader with a clipped insight, while comprehensive chapters allow for the global view.