Europe Digital Signage Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Europe Digital Signage Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The European Digital Signage market is expected to register a CAGR of 11.3% during the forecast period (2021 - 2026). However, at the COVID-19 pandemic, players focus on innovation based on display technologies for interactive digital signage. Digital signage interaction using hover and capacitive imaging of all objects and people near the display surface is an intuitive new way to interact.

Key Highlights

• The growth in transport networks, public infrastructure, and new commercial buildings, particularly in developing economies, creates more opportunities in this market. Digital signage is being used in and on all modes of public transportation to attract the attention of on-the-go viewers, providing real-time location and context awareness related to traveler information and advertising. Moreover, it is fast becoming a standard in many educational facilities, with schools and corporate campuses facilitating digital signage systems.
• Digital signage systems eliminate frequent compatibility and interoperability issues between media players and displays. Furthermore, digital signage boards are being extensively used as arrival and departure boards in airports known as Flight Information Display Systems (FIDS).
• Moreover, most traditional advertising (printed signage) is being replaced by digital signage with a focus on customer attraction and satisfaction. Printed signage tends to be a one-time use in many applications, including billboards and posters, which are disposed of after a period. Digital signage, on the other hand, offers more flexibility, with the ability to run varied information without the need for complete replacement. Digital signage solutions can display highly engaging content, thus attracting consumers' attention toward its adoption.
• The added benefits of digital signage are driving the demand; according to extreme media, digital displays captured 400% more views than static displays, and reportedly eight out of ten customers enter a store because a digital sign caught their attention.
• Further, Digital signage enables vendors in the region to change the displays and messages more quickly and effectively, driving the market. Additionally, It is easy to manage when compared to traditional advertisements. Digital signs offer real-time information on products and availability, interactive information, and visually enticing photos and videos.
• Recently Samsung announced the global launch of The Wall Luxury, which is the latest version of its modular MicroLED screen, which can be tailored to any size and aspect ratio; such innovations and the global increase in ad spending are expected to drive the demand; owing to the significant growth rate in Western, Central, and Eastern European regions, Europe as a whole is expected to be a prominent market place for the digital signage market.

Key Market TrendsRetail Industry is Expected to Hold Significant Market Share

• In order to get leverage over the physical stores, the retail players in the region are integrating the digital tools at their disposal to share relevant and profitable content at their premises and integrate digital ads into their retail stores to create a distinct in-store user experience. According to Samsung, 53% of shoppers base their initial perception of the store on the exterior of the business front, making signage in retail vital for the operating vendors.
• Retail stores use digital signage displays to show advertising, information, or other relevant content to deliver targeted messages. Digital signage maximizes the impact of the message and allows the retailers to reach their audience effectively and profitably.
• For instance, Carrefour Group, one of the major retail chains in Europe, recently modernized its in-store customer communications. The retail giant deployed 150 screens over 25 stores across Belgium; the network includes a tailored content management system and Integrated Queuing and audio system.
• Due to the dominance of the retail industry in the region, many significant vendors are developing retail-specific solutions. For instance, NEC Display Solutions Europe recently launched a new series of large-format UHD displays that support short and distance viewing through a high level of detail and huge screen sizes.
• Moreover, retailers strive to update the user-interactive screens in real-time to reflect the current trends in in-store age or gender demographics to promote specific items or remove sold-out products from the screen.

United Kingdom Accounts for the Largest Market Share

• The UK is home to many media and technology companies. It is also Europe's capital for Digital out of Home and Digital Signage at the Point of Sale (PoS). According to a recent study in the UK, DOOH ads are twice as likely to be seen and are 2.5 times more impactful than OOH ads in the region.
• According to Campaign, Britons see as many as 1.1 billion DOOH ads during a week; the numbers are up by 36% compared to the previous year. This signifies the growth of digital signage in the country.
• Moreover, JCDecaux launched the LDN drive in London, a powerful new large format digital channel. The drive is set to transform the opportunities for advertisers, with the channel delivering 60 million impressions across 68 screens in 29 London boroughs.
• Additionally, JCDecaux has also launched kiosks equipped with automated external defibrillators in the UK. The launch collaborated with The Community Heartbeat Trust; each kiosk is set to feature an 86 inch digital advertising display, an accessible payphone with free calls to landlines, Wi-Fi, USB charging for mobile devices, and a 36-inch interactive touchscreen with wayfinding and council information.
• Further, the UK has a vast base of consumers who prefer to watch sports in clubs and stadiums. Owing to this factor, several stadiums and sports clubs opt for digital signage and displays for telecasting, advertising, displaying pieces of information, etc. One such instance is Tottenham Hotspur, a prominent football club based in the UK that is continuing its partnership with Daktronics for LED displays in and around its stadium in London. This includes two large 234 sq. mtr displays featuring 13HD pixel layouts mounted to the stadium façade to welcome fans as they arrive and 54 flag-style displays and 17 single totem-style displays.

Competitive Landscape

The European digital signage market is relatively fragmented with major global players, like NEC Display Solutions Ltd, Samsung Electronics Co. Ltd, Panasonic Corporation, Sony Corporation, covering the hardware end of the spectrum. At the same time, there happen to be several medium and smaller players who provide software for digital signage. Moreover, many players are entering the market offering unique product applications as niche players in the industry.

• July 2021 - 22Miles Inc. announced the availability of Digital Signage Ready (DSR), a portfolio of ready-built software and service bundles that allow for quick setup and deployment of the most popular digital signage experiences. DSR encompasses entry-level digital and interactive signage software and content management features that are ready-to-customize, ready-to-bundle, and ready-to-deploy.
• May 2021 - Broadsign agreed with Pladway to integrate the Broadsign Reach SSP with Pladway's DSP. This agreement is expected to enable high-impact, measurable global planning for brands and media buyers. At the same time, provide brands and agencies access to a programmatic campaign planning solution that can reach more than 80,000 premium screens in the region.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

Companies Mentioned

IBM Corporation
Oracle Corporation
Internap Corporation
Packet Inc. (An Equinix Inc. Company)
Scaleway Inc.
Amazon Web Services Inc
Rackspace Inc.
CenturyLink, Inc.
LightEdge Solutions, Inc

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