Commercial Integrator April 2022 - 18

Digital Signage & Videowalls
services. Finally, we will inquire if there's
very much ultra-HD content out " in the
wild, " or whether the content we see in
our day-to-day lives remains more in the
full-HD realm.
Factors Powering Digital Signage
One factor that really powered digital
signage in 2020 and 2021 was the need to
prompt people to follow COVID-19-related
health-and-safety guidelines. According to
Sean Wargo, senior director of market intelligence,
AVIXA, the demand spike manifested
itself in transportation hubs (e.g.,
airports and train stations), hospitality
venues and even corporate facilities, many
of which were struggling to reopen safely
and without the risk of being perceived as
a " super spreader. " However, more than
two years into the pandemic, health and
safety have ceased to be driving forces for
the digital signage market. Rich Daugherty,
digital media solutions engineer, AVISPL,
believes that our society has become
oversaturated with such messages. He
explains, " Viewers have had enough time
to process this information and apply it
daily. With that, we saw interest [in those
applications] drop off halfway through
2021. "
CI also sought out Mark Coxon, CTS-D,
'Digital wayfinding,
advertising and largeformat
displays are still
in high demand.'
- Mark Coxon,
CTS-D, CTS-I
CTS-I - at the time, the western regional
sales director of HD Distributing. (While
this article was in production, Coxon
announced he had joined XTG, the
Experience Technology Group at AVISPL.)
He agrees with fellow interviewees,
saying most people are simply tiring of
the constant state of hyperawareness. He
continues, " I think those messages aren't
as well received [anymore]. Public spaces
will still benefit from some messaging, but
I believe that content with a lighter and
less authoritative tone will dominate going
forward. " Wargo amplifies that point,
saying, as in-person activity ramps back
up, we're returning more to " the previous
state of digital signage. " He adds, " It's
supportive of branding and engagement
DynaScan on Outdoor-Ready Displays
As the number of COVID-19 infections declines and people return to their normal
routines of outdoor shopping, dining and recreation, outdoor digital communication
presents a unique tool to revitalize communities that have been hit hard by store
closures, canceled events and stagnant growth. With the right approach, outdoor
digital signage can be an excellent facilitator between the public and city services. It
can provide timely communication about city services, educate communities about
local events and news, and promote local businesses.
Outdoor digital signage also offers advertisers opportunities that were simply not
previously available with static posters. Content not only can change throughout
the day or week but also can even be custom tailored for a variety of environmental
factors. For example, a local quick-service restaurant may want to promote its ice
cream offerings when the temperature exceeds a certain threshold, or a clothing
retailer can show the latest outerwear designs in cold weather. Additionally, digital
displays can utilize real-time data to analyze campaign performance and help tailor
future messaging.
DynaScan is excited to introduce a number of turnkey, outdoor-ready displays later
this year that are not only bright enough to be seen clearly in direct sunlight but also
weather-resistant for year-round operation in inclement conditions. To learn more
about DynaScan, visit us at dynascandisplay.com.
18
Commercial Integrator APRIL 2022
and experiential-types of things. And that
brings us back to core markets. " Buttressing
the point, Wargo says that, according
to AVIXA's Market Opportunity Analysis
Report (MOAR), digital signage is on the
rise in shared spaces like lobbies, dining
areas, quick-service restaurants and retail
environments.
Digital Signage Growth Opportunity
With digital signage undergoing a shift
back to its core markets, it's worth considering
whether the category represents a
particularly attractive growth opportunity
as compared to other technology areas.
According to AVIXA's research, Wargo
says, conferencing and collaboration
represent the largest solution area in
commercial AV; however, digital signage
comes in second. AVIXA forecasts
digital signage to produce $35 billion in
global revenue this year and achieve a 7%
compound annual growth rate (CAGR)
from 2021 to 2026. Mitchell Mittler,
vice president, design and technology,
digital media, Diversified, agrees that
the signage category is " very robust. " He
explains, " Consumers are returning to
brick-and-mortar retail, dining and entertainment
venues, [and] they're hungry for
experiences. Digital signage is a costeffective
mechanism for brands to deliver
their messages. " That should equate to
steady growth in the years ahead.
According to Coxon, the behemoth of
the past couple of years - namely, UC&C
- might be due for a bit of contraction,
making signage an even more attractive
category to play in. He explains, " Digital
wayfinding, advertising and large-format
displays are still in high demand. Videocommercialintegrator.com
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Commercial Integrator April 2022

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