Guess which business segment of the U.S. economy is expected to grow 33 percent this year? No, it’s not homebuilding, automakers or purveyors of credit-default swaps. It is the digital signage business, which will experience part of this growth at the expense of other media.A study released last month from noted research firm ABI Research made the surprising forecast. Even after factoring in the ongoing recession, the “Digital Signage Market Analysis” study foresees the U.S. digital signage market, which includes hardware, software, installation and maintenance, growing by a third.According to an ABI Research industry analyst, one main reason for the growth is that traditional advertising media are losing their appeal. Possibly unknown only to digital signage newbie’s, digital signage offers something traditional advertising media can’t: the ability to reach buyers with dynamic messaging at the point of sale. When shoppers are in a store, evaluating which brand to buy, digital signage has the chance to snatch a bit of mindshare at the precise moment a buying decision is being made. Radio, TV, newspapers, magazines and even the Internet cannot make that claim.Another recent report released by SNL Kagan backs up the argument that traditional advertising is losing its appeal. According… Read full this story
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