Outdoor advertising is showing a rapid change caused by digital signage waves. Digital signage is digital media demonstrating contents including various kinds of information and advertisements in public and private environments through display panels like LCD, PDP, LED, etc,; and it also refers to display information media attempting complex convergences of many different IT technologies like software, hardware, content, network, etc. in contrast with DID(Digital Information Display) emphasizing on hardwares alone.
According to a new life pattern of consumers, digital signage has established a firm foothold as ubiquitous life based media in almost every out-of-the home environments including commercial places ranging from transportation means for commuters like apartment elevators, subways, buses, taxis, etc. to schools, banks, theaters, convenience stores, retailers, franchised stores, etc.
With regard to domestic digital signage markets, digital outdoor electric billboards, large LED displays, occupy more than a half of current digital signage market share; and a faster growth is expected as they will spread to transportation facilities like subway stations and bus terminals, shopping malls, and large retailers
Though digital signage industry contains both opportunities and risk factors, everyone agrees to the outlook that it will emerge as media to be able to grow in the future based upon faster developing digital technologies. Thus, moves of domestic large businesses to dominate the market in advance are becoming faster and faster.
KT armed with integrated solutions, the largest business in the digital signage market, is taking the lead in developing the market on the basis of KT ?-Frame? KT ?-Frame?is a type of media based upon integrated network solutions, which have constructed some 2,500 immense systems in apartment towns, hospitals, universities, convenience stores, etc. throughout the nation.
CJ PowerCast with an advantage of broadcast transmitting is also expanding the digital signage market in combination with digital transmitting business like Emart Live, Comall Live as well as newly installed Cine Live. In addition, CJ PowerCast is promoting a digital signage business combining advertising and transmitting mainly in franchised affiliates of CJ Group. As of now, 74 VIPS restaurants, which are among family restaurants, including 57 Oliveyoung stores which have installed digital signage are in operation.
Cheilworldwide forecasts that outdoor advertising markets will sharply grow in 2010, which is worth while being noted, in that the company analyses growth of digital signage markets as a main factor of market expansion.
Digital signage trend is not confined to growth in quantity, but also hastens evolution in quality. This trend leads consumers to participate through interactivity and media convergence, and is opening a new level of media era by means of interactive marketing tools.