Digital signage is one of Europe's fastest growing tech markets, expected to be worth $23.76 billion by 2020. Growth varies by country, with above average growth of over 30% in the Middle East, UK, and Spain. Digital signage is used for public information, corporate messages, advertising, branding, and influencing customer behavior. It is growing due to business competition and will continue to be needed. The document discusses reaching the EMEA digital signage market by targeting integrators, networks, and agencies. Integrators design and install systems, networks operate and finance media, and agencies develop content and stimulate the market.

1. Reaching all of EMEA
The greenfield industry keeps on growing
2016 Audience Audit

2. DIGITAL SIGNAGE IS ONE OF THE
EUROPE’S FASTEST GROWING
TECH MARKETS
Global Digital Signage Market worth $23.76 Billion by 2020
+25%
HOW DIGITAL SIGNAGE IS GROWING
It varies by country, of course: Middle East, UK and Spain with above average growth
of more than 30%. Slightly below average growth of approximately 20% was
recorded in Denmark, Italy, Sweden and France. Source: Digital Sign Yearbook 2015/2016

3. PUBLIC INFO – news, weather and location
specific information (such as fire exits )
CORPORATE MESSAGES- health & safety, news
ADVERTISING – sales promotion
BRAND – in-store brand identity building
INFLUENCING CUSTOMER BEHAVIOR –
increasing the dwell time on premises
ENHANCING THE CUSTOMER EXPERIENCE –
less perceived wait time (queues, etc.)
ENHANCING THE ENVIRONS –e.g., wayfinding
Digital signage will grow as a natural part of business competition
WHY DIGITAL SIGNAGE IS GROWING
WE WILL
ALWAYS
NEED…

4. The Driving
Forces
Weekly eNewsletter
MAKING DIGITAL SIGNAGE
HAPPEN
• Vendors
• Networks
• Integrators
• Agencies
• Users
• Others

5. Reaching The EMEA Market
The THREE main groups that drive digital signage
INTEGRATORS NETWORK
OPERATORS
AGENCIES

6. REACHING Integrators
Who design, choose, and install digital signage

7. All Across EMEA

8. As of Jan. 15th Base of 12,731
Our Readers by Geography

9. Our Readers by Business Type
8.2
50.414.7
9.4
17.3
Vendors
Integrators &
Distributors
Networks &
Aggregators
Large Users & Others
Agencies

10. Our Readers by Job Description
15.2
17.5
18.1
5.8
6.7
5.4
11.9
9.5
9.9
Management/Owner/President
Marketing/Sales Management
Engineer/Tech/IT Management
Software/Programming
Consultant/Design
Creative/Content/Art Director
Install/Service
Education/Training
Other

11. Vertical Markets Targeted
Percent of Integrators

12. 1. Digital Signage Distributors
Distributors come in many flavors. Some
distributors specialize only in Digital Signage.
Others are AV or IT distributors with a digital
signage division. Still others have digital
signage inside their product lines with no
separate business unit.
AV and IT are not the only industries pursuing
digital signage. For example, the POS industry,
industrial computing, traditional signage,
broadcast, and even telecom now look to take
their share of digital signage.
Many observers are watching the actions of
the large IT distributors as they educate their
large reseller base to engage digital signage as
a new IT category.
We’re Talking about Distributors

13. 1. EXAMPLES… IT Digital Signage Distributors.
We’re Talking about Distributors

14. 2. EXAMPLES… IT Digital Signage Distributors.
We’re Talking about Distributors

15. 3. EXAMPLES… IT Digital Signage Distributors.
We’re Talking about Distributors

16. 4. EXAMPLES… IT Digital Signage Distributors.
We’re Talking about Distributors

17. 1. EXAMPLES… POS Distributors
We’re Talking about Distributors

18. 2. EXAMPLES… POS Distributors.
We’re Talking about Distributors

19. Reaching Networks
Monetize, accumulate, operate and finance the media of digital signage

20. Network owners and agencies who act as
network aggregators play an important role in
deciding the hardware and software as well
as the content in EMEA’s digital signage
networks.
Success is all about partnership in digital
signage.
Network owners &
aggregators
Advertising
supports much of
digital signage

21. Most players need to
find, sign and motivate
partnerships to
survive..
Partnership.
The Digital Signage Chain

22. But When Competition Increases
Only the best of partnerships will survive…
Companies
who once
did only
media may
slide into
hardware
and
software
(and vice
versa)

23. Reaching Agencies
Develop content, recommend software/hardware, stimulate the market

24. » Where once there were “advertising
agencies” today there are “digital
marketing agencies”
» Many of these have adopted a proactive
approach and for some digital signage is
their media of choice
» Leading by content but also leading by
innovation, by adopting the newest
technologies and introducing these to their
clients. Early adopter as a business model.
AGENCIES

25. Some agencies specialize in Digital Signage

26. …And these agencies often have official “partners” in digital signage,
instead of being vendor-agnostic
This level of competition in a greenfield industry means that the FREQUENCY of a weekly
newsletter like DSN EMEA and the SHARE OF MIND it earns is important to success.

27. Some companies are “AGENCIES+”
As agencies develop innovation as value-added, they can look like full-service providers.

28. In the New World, agencies can become distributors of software
(and even hardware)

29. ?
But wait…
There’s More!
Yes, there are other important players…

30. Digital Signage is still a greenfield industry and many are finding
their path. For example, this is a company joining in from VIDEO
PRODUCTION to digital signage content.
While there are
many entries from
different places, let
us tell you about
the other main
categories that
make up our DSN
EMEA readership…

31. » Vendors often partner with one
another (such as hardware players
teaming up with software)
» Consultants (both marketing
consultants, project consultants,
technical consultants, retail
consultants, well, you get the idea…)
MORE readers of DSN EMEA
» Mobile is colliding with
digital signage in interesting
ways…
» End Users: almost any
business is a prospect these
days but DSN EMEA targets
only those large enough to
deal direct with vendors or
largest system integrators

32. !
And that’s why…
our publishing assets in IT,
mobile, pro AV, broadcasting
and even Apple channels give
us the edge in our digital
signage newsletter & web site
Channel Media Europe Ltd.
Publishers of rAVe EUROPE, EUROPEAN SOLUTION PROVIDER, MOBILE CHANNELS,
On CE, CONSUMER IT, EUROPEAN CUSTOM INSTALLER, iCHANNELS, BRDCST
US AND DIGITAL SIGNAGE

33. What’s Your Message?
Published by Channel Media Europe Ltd.
THANKS FOR LISTENING!
Contact us at: +356 2701 5566
EMAIL: dsn@channelmediaeurope.com