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Signs of Growing Up - What's in Your Media Mix?

It's no secret digital signage to this pointthe leaders in the outdoor advertising
has been a child amid grown-up media outlets.market, announced last month that it was
But a couple of signs have emerged thatexpanding its digital signage network with
indicate this new medium may be reaching -ifseveral new installations in Tampa, FL, and
not  maturity-  at  least  adolescence.Milwaukee,  WI.
While its boosters have long proselytized theReporting on the move for MediaPost.com,
medium as a powerful complement to otherauthor Erik Sass quotes company CEO of Clear
in-store promotional techniques andChannel Outdoors Paul Meyer as saying the
messaging, dynamic signage in the retailmove will help Clear Channel attain its 2006
environment has remained "well poised," "angoal of deploying digital signage in four to
emerging voice," and other euphemisms for notsix  markets.
mainstream.
As with conventional billboards, the LED
That's easy to understand, based on thesigns, which measure 14ft by 48ft, will be
timing of its arrival on the communicationspositioned near heavily traveled roads.
scene. A recent Self Service articleHowever, use of digital sign technology will
reporting on the "Building Your Digitalallow Clear Channel to "day part" advertising
Signage Business" conference in Chicago lastto better meet the advertising needs of its
month, quotes CAP Ventures analyst Normanclients  and  potentially  charge  a premium.
McLeod as saying that reasons beyond the
control of the digital sign industry haveAs with news of the UK directory of digital
held  back  its  growth.signage networks, the latest announcement
from Clear Channel demonstrates the
The article, by Bryan Harris, quotes McLeodcongealing of the digital signage market into
as saying the 2000 bust of dot com companiesa medium advertisers can easily grasp. One
sucked venture capital from the market. Then,can imagine national brand television
"we saw the biggest decrease in advertisingadvertisers supplementing their brand and
since they started tracking it," he's quotedproduct commercials on such giant electronic
in the article as saying, in 2002. Only inbillboards. That opportunity will only grow
2005,  did  the  market  fully  rebound.as Clear Channel Outdoors and others build
their inventory of outdoor digital signs
However, with that rebound have come a coupleacross  America.
of signs that in-store and out-of-store
dynamic signs may be hitting its stride. InWhat appears to be happening in the digital
Britain, the Screen Association has publisheddisplay market are the first signs of an
the first-ever directory of UK-based digitalamalgamation of individual signs and networks
signage networks that accept advertising frominto something that more resembles a
third parties, according to a report fromdefinable medium than a scattershot straying
The directory, "The Screen UK Advertisingof public venues and retail shops with
Networks Directory," provides a full index ofunrelated  networks  and  signs.
62 such networks with details about the
networks  and  contacts  at  each.Market researchers frequently set about
measuring the strength of the digital signage
Publication of the directory indicates thatmarket in terms of forecasts, such as
diffuse digital signage networks -at least inresearcher iSuppli's recent projection of a
the UK- may be congealing into a definable$12 billion dollar value by 2010, its true
market that advertisers, advertising agencieshealth may better be predicted with the
and marketing professionals can quantify,formation of viable advertising markets that
measure and ultimately specify in their mediaexploit these sorts of digital signage
plans. That's a big step for in-store digitalnetworks.
media  on  its  path  to  reaching  maturity.
While no one would argue that these networks
In the United States, a similar developmenttrumpet the arrival of a fully mature medium,
indicates dynamic signage may be enteringsuch developments indicate digital signage is
adolescence. Clear Channel Outdoor, one ofreaching adolescence.



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