When wide-format digital print first really hit the streets, banners proved to be a strong mainstay for companies turning to ink-jet for the first time, marvelling about the ability to print one-offs and short runs without any financial penalty for the customer. Today, such is the saturation of machines, particularly at the lower end of the market, that these jobs have tended to become amongst the most competitive out there and, thus, margins have been eroded and many PSPs believe it's impossible to be competitive.

As a bread and butter product, banners are no longer considered easy money. Early options for their production were aqueous-based and, mostly, laminated before solvent-based formulations came along and offered something a bit more durable. UV-curable then joined the roll-fed party and, finally, latex technology entered the fray. But although these applications cover a multitude of options, from an A0 pull-down to a 5m-wide display, it is the bread and butter printing engine which is facing the stiffest competition as these machines have proliferated up and down the country, thanks to their very attractive investment cost and ease of operation.

In the everyday banner and poster sector, ink-jet is being challenged by alternative technologies, such as Océ's ColorWave and Konica Minolta's toner-based KIP C7800, both of which offer high speed throughput. But the bulk of this work is produced on all sorts of wide-format machines, with availability of materials ranging from low cost bluebacks to premium vinyls. Complemented by a variety of frames, pop-ups and pull downs, it's easy to see how these applications have become universally popular among the display producing fraternity.

But banner applications are now becoming increasingly low margin, unless they're specialist or extra-wide applications. Search the internet, and PSPs are busy offering rock-bottom prices and fast turnaround in order to attract business; so something different needs to brought to the market to turn an ordinary product into one that's a bit special. Media manufacturers and convertors have taken up the challenge to offer everything from very low cost scrims, through tear-resistant polypropylenes, block-outs and reflectives with day and night visibility. Textiles, too, are becoming valuable in locations where lightweight hanging applications are needed.

Despite their proliferation, banners aren't ignored by local planning authorities and legislation is in place to make sure that the entire country isn't littered with sheets of flapping digital print. It might seem unlikely that England's advertisement control system uses rules made by the Secretary of State, but even the most humble application can come under specific regulations and require permission before it is installed in a public place. Those sited behind shop windows, for events, on enclosed land or produced as national flag with no additional adornments are normally exempt. But when a sign becomes a banner, its size is usually a factor and there can be specific rules that apply to dimensional area and location.

The market for banners will continue, but it's up to display producers to find ways to ensure that their pricing structure doesn't mean that this type of production will end up running at a loss. But, even so, most realise this is a competitive area and will hunt around for good deals. It will be the PSPs with fresh ideas and a good internet presence, as well as keen pricing, which are most likely to succeed.

Spencer Gardner is confident that there are areas of the banner market that are now ready to be tapped, and he's aware that success is dependent on a strong web-based front-end and the ease with which search engines can send customers in the direction of his new company, Banner Planet. "With so many of the large digital print players fighting over a handful of the large orders it makes sense to try and target the 60 million-plus individual consumers," says Gardner. "We are keen to offer links to the website through other businesses who we'd set up with a discount code. This would increase traffic through our site and give them the opportunity to create revenue."

For web-to-print, banners now rank high on the list of create-it-yourself products. Relatively easy to configure from a basic template, the onus is put on the customer so all the PSP should have to do is RIP and print the file. But successful banners must rely on effective design, the right material for the application and be fit for purpose – not just products that are churned out at the lowest possible price.