The Current DS Index decreased by 7.08 percent, from 125.30 in the third quarter of 2012 to 116.42 in the fourth quarter of 2012. Comparing the fourth quarter 2012 to the fourth quarter 2011, the Current DS Index decreased by 2.56 percent. The Near-Term DS Index rose by 8.54 percent, indicating an increase in sentiment over the next three to six months.
Source: Platt Retail Institute
“The Current DS Index decreased by a greater than anticipated 7.08 percent in the fourth quarter of 2012. This followed a fairly robust increase of 15.48 percent in the third quarter. We had forecast the fourth quarter to be flat to up slightly, in line with fourth quarter GDP growth of 0.1 percent,” said PRI Director and Research Fellow Steven Keith Platt. “Last year will certainly go down as the most volatile for the NADSI since the series began, if not the most challenging for the industry. Looking out into 2013, we see the U.S. economy stabilizing in the first half of the year, improving slightly during the second half. In terms of the digital signage industry, we are a bit more optimistic.”
The complete Q4 2012 North American Digital Signage Index is available for $95 from the PRI Resource Library. The report includes 28 charts and graphs, and commentary about industry trends.
In an effort to meet the needs of the industry, PRI will add a second index in 2013, the Digital Place-based Advertising Index (DPBAI). The DPBAI will focus specifically on the sentiment of advertising agencies and digital out-of-home network operators regarding the state of Digital Place-based Advertising.