Certainly the rapid decline in pricing of digital signage displays flat-panels and projectors) is a driving factor in digital signage growth — projected by Grand View Research to be over $31 billion by 2025 in the U.S. alone, but the real driver is going to be MONUMENTAL shift in the advertising world away from traditional TV commercials into DOOH (digital out of home) over the next three years. Why is this occurring? Well, the best-kept secret that ad agencies have been keeping from their clients is that barely anyone is watching linear TV anymore and, thus, they aren’t watching TV ads — for example, just last month McDonald’s and Coke made this shift public. We’re talking billions of dollars — not millions. As in, $42.7 billion was spent in national TV advertising in 2017 in the USA by the advertising industry — local advertising totaled $21.5 billion.
So, think about it — that money is going to, slowly but surely, shift into digital signage. So, we’re all about to live through a perfect storm of massive growth, or as Geoffrey Moore put it in his book Crossing the Chasm, we’re about to jump the chasm between early adopters and early majority buyers. So, hang on and enjoy the ride!
