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

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

The Middle East & Africa Digital Signage Market is expected to regsister a CAGR of 6.5% over the forecast period (2020 - 2025). It is a subset of signage uses methods, like LED, LCD, OLED, and projections, to display any content (mostly advertising), such as video, digital images, streaming media, and information.

Key Highlights

• These are mostly found in public spaces, museums, transportation systems, stadiums, hotels, retail stores, restaurants, and corporate buildings, among others. Content can be displayed with the help of content management systems that can be run either from personal computers and servers or regional/national media hosting providers.
• Digital signage deployed in the form of digital hotel signs, video walls, or interactive kiosks provide various benefits, such as enhanced guest experience, increased customer engagement and satisfaction, reduced perceived wait times in queues, increased revenues and brand loyalty, and cut down on printing costs. Owing to such benefits, the digital signage market in the Middle East & African region is projected to witness robust growth over the forecast period.
• Besides, in the past few years, digital signage systems as the advertising medium have witnessed increased demand in the region, owing to the presence of several major retailers. Currently, printed signage displays are gradually being replaced by digital signage and have emerged as the most-preferred medium for advertisers.
• With applications, such as retail, transportation, hospitality, corporate, and education, digital signage is highly considered as a significant visual medium used for communication and information exchange.
• The potential for the deployment of digital signage is on the rise, with countries in the region, like the United Arab Emirates, transforming its cities into smart cities, which has been resulting in increased scope for more exchange of information. For instance, Dubai has been evolving quite rapidly compared to the rest of the world and is leading the way in the GCC and MEA regions. The vision developed by the Dubai government is, in this case, an essential enabling parameter.
• The COVID-19 outbreak and recent lockdown across the world have affected the industrial activities across the world, whose effects were visible in the regional economic development. The COVID-19 pandemic scenario has had a serious impact on the market studied. Some of the effects of lockdown include lack of availability of raw materials used in the manufacturing process, supply chain disruptions, labor shortages, fluctuating prices that could cause the production of the final product to inflate and go beyond budget, shipping problems, etc.

Key Market TrendsMedia Players to Hold Significant Market Share

• The increasing deployment of media players for digital signage market can be attributed to increasing installations of signage solutions in establishments like restaurants, bars, etc. with an aim to enrich the customer experience. Over the past few years, media players have slowly been replacing the conventional way of providing information to the customers through menu cards.
• Media players are utilized to power screens to display attention-grabbing advertisements. The penetration of such devices in retail sector is expected to grow in the forecast period, owing to the increasing need for brand visibility, thus, fueling the demand. Avcom Technologies, Mindstec, Microbytes Security Control Equipments Trading LLC, are some of the key players into the manufacturing and distribution of media players for digital signage, in the region.
• The market studied has also witnessed manufacturers such as Samsung, LG, and NEC Display Solutions introducing displays with built-in media players. The embedded displays have the potential to streamline the installation method as well as enhance the performance and safety of digital signage. However, the compatibility issues of introducing media players in old digital signage installations are impeding the demand at present.
• Retail chains consider that the screens embedded with the media players for displaying digital content contribute to the brand equity and customer vibe while promoting products and values smartly. The increasing deployment of these devices can be attributed to various features such as small, compact, and ease of installation suitable for the outdoor environment. Further, video wall applications, and professional installations also contribute towards the growth of the digital signage media player market in the region.
• Inditex, the owners of fashion brand Zara, unveiled its 2020-2020 plan to boost its digital and technology capabilities during the release of its financial results for Q1 of 2020. Inditex plans to reduce the number of its stores to between 6,700 and 6,900 from the current number of 7,412, with a focus on larger stores fitted with the latest sales integration technology. This includes removing 1,000-1,200 smaller-sized stores and opening 450 new larger ones.

Augmenting Demand for OLED Displays To Drive the Market Growth

• Most of the international experts view the Middle East & Africa as a leading actor in the smart economy and consider it to be the most actively urbanizing continent in the world. It is currently the most rural, with only 40% of sub-Saharan Africa's population living in cities. Even the sprawling lands of Lagos, Kinshasa, and Cairo, with traffic, pollution, inadequate housing, and public spaces, are in their relative infancy and are in line for a growth spurt.
• With upcoming virtual- and augmented-reality applications the content will continue to increase but at the same time users generally prefer to keep their smartphones “mobile” and thus need to limit the size of the device, hence the display screen size.
• In order to get a leverage over the physical stores, retail players in the region have been 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.
• OLED microdisplays are specifically suited for see-through/AR smart glasses, since they prevent a virtual gray-shaded monitor-like perception inside the user’s field of view, which is caused by the insufficient backlight suppression of non-emissive microdisplays.
• Breakthrough for OLED microdisplays happened when Google garnered global attention with the launch of Google Glass in 2012, ostensibly aimed at the consumer market.
• Other suppliers include Vuzix, Google, Epson, Brother, Sony, Zeiss, NVIS Inc., eMagin and Lumus Ltd., with others including Meta, Atheer, Optinvent, Samsung Electronics among others.

Competitive Landscape

The Middle East and Africa Signage Market is moderately competitive with large number of players in the market and a few having a dominant market share. The companies keep on innovating new products to maintain their market share and enter into strategic partnerships for such innovations.

• July 2020 - In response to the Covid-19 pandemic and its impact on the SME community, Elevision in conjunction with its programmatic partners, TPS Engage and Broadsign Reach, announced the extension of its support initiative. Selected small businesses will have the opportunity to book and deploy a campaign using Elevision’s new programmatic technology.
• October 2020- NXP announced its decision to make strategic investment with Au-Zone Technologies to expand eIQ Machine Learning development environment. This innovation of edge artificial intelligence (AI), new hardware and software will enable NXP to build cost-effective, highly efficient AI solutions in a wide range of embedded devices

Additional Benefits:

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

Companies Mentioned

Texas Instruments Inc.
Cypress Semiconductor Corporation
Microchip Technology Inc.
Freescale Semiconductor Inc.
Honeywell International Inc.
Analog Devices Inc.
Semtech Corporation
MindSpace Digital Signage
Pixcom Technologies
Vector Digital Systems LLC
Advanced Interactive Media Solutions

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