In an interview with Digital Signage Today, Mark Jameson, chief support and development officer at Fastsigns, talked about how the digital signage market was affected by the pandemic, how it’s been able to quickly rebound and why the industry’s future looks so promising.
Two years after the U.S. economy suffered a body blow due to the COVID-19 pandemic, the digital signage industry has fared better than others, and according to new data, exciting days are on the horizon.
Based on a study published in early April from Future Market Insights, the industry will see a 6.4% rise in CAGR from 2022 to 2031, especially if the retail sector continues to rebound from the pandemic. In the U.S., as more supermarkets find ways to use digital signage, sales of industry products are expected to make up 85% of North American sales.
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Mark Jameson, provided |
In the U.K., a focus on outdoor digital advertising should push that market to a 2% year-over-year growth. As the retail market expands in India, one of the world’s most populated nations will likely see signage sales rise in the next several years. India could be the leading digital signage hub in South Asia.
China can’t be forgotten as well, as the growing retail industry there should position the nation as the leading digital signage market in East Asia.
Mark Jameson has been around to see the industry take off. Jameson, the chief support and development officer at Fastsigns, has more than 20 years of experience working with digital signage. Jameson came to Fastsigns International in 2009 and has transitioned to leading the company’s franchise support, including training, operations and supply chain, along with global franchise development.
Since Jameson joined Fastsigns more than a decade ago, the company has increased its international profile, adding more than 200 domestic locations. Fastsigns also has signed agreements to bring signage to 12 countries across the Middle East, Europe, South America and the Caribbean Islands.
Fastsigns, a signage, graphics and digital communications company, was founded in 1985 and is based in Carrolton, Texas. In an email interview with Digital Signage Today, Jameson talked about how the digital signage market was affected by the pandemic, how its been able to quickly rebound and why the industry’s future looks so promising.
Q: In what ways did the economic recession following COVID-19 and its first surge in 2020 effect OOH and DOOH industries?
A: Advertisers were not investing as much into public facing advertising channels due to most of the world staying home and (people) not out as much in the public.
Q: It seems like the DOOH industry has bounced back rather quickly. Why do you think that is?
A: In the same instance that people were locked in their homes, businesses were not spending advertising dollars and as soon as the world started to open back up, the public wanted (to get) out and the advertisers had funds to spend on advertising.
Q: Have companies found new ways to use DOOH and display technologies since the onset of COVID-19?
A: With the resurgence of QR codes, it has opened up new opportunities for businesses and advertisers to reach the public using the most profitable display — the one in their hands. Exterior displays such as window LED signs and outdoor kiosks have become very popular as people are outside more today. (Apps) or other type of non-touch screens are becoming more and more popular.
Q: Can you give some examples of how the industry is enjoying strong sales?
A: It is fueling innovations in different fields such as exterior technologies and new types of interactive technologies due to the effects from COVID and the need to re-fresh content quickly.
Q: What do you think the biggest trend is for the display market in 2022 and beyond?
A: The continuing move from larger LCD displays to direct view LED as the LED pitches get finer and finer as well as the move to more outdoor display technologies.