The digital signage market in France

4/9/2018

engage your audiences

Tell us about your project

Request a demo

Display advertising has gained in impact and knew how to forge its place in communication strategies marketing teams from numerous companies, who are equipping themselves and using this tool more and more regularly. This communication channel is very popular because of the attractiveness of the content. (animations, high brightness of the screens), the responsiveness of content updates and high memory rates. Many companies see its use as a real advantage and invest heavily in screen network management systems. Also find the latest statistics on digital signage at the point of sale in terms of market and efficiency.

In general, Businesses that invest in the customer experience have greater business results and growth than others. A study published by Zendesk and conducted with Enterprise Strategy Group (ESG) in 2020 clearly establishes a link between customer experience maturity and business growth. Those who are the most mature are called “champions” and have 6 out of 7 criteria for how they use their support teams, new technologies and data to be more efficient. Thus, among SMEs and large companies classified as “champions”, we observe on average an increase in the average basket of customers, better retention rates and managers who consider customer experience to be a priority for the business.

The figures of the advertising market

While advertising spending is down for the average media (including the Internet), the share of external communication grew by +2.1% in 2014.

For example, 70 million euros in revenue are expected from indoor digital devices installed in France in 2014..

The size of the global digital signage market is valued at $16.88B in 2015, and is expected to reach $27.34B in 2022, with an average growth in the sector of 8.18% between 2015 and 2020. The countries with the most demand for digital signage are the United States and Canada as well as Germany, the United Kingdom, Japan and Korea, which are also experiencing strong growth in this sector.

Evolution du marché des écran dynamiques

The size, and especially the growth of the digital signage market, can be explained by various factors:

The growing demand in the public domain and in points of sale (especially for advertising purposes).
The fight against paper waste and for energy savings.
The emergence of new technologies to produce screens with high brightness (for outdoor use), with ultra-thin edges, and with high resolutions (4K, 8K...) allowing new uses.
The evolution of production methods leading to a reduction in screen costs (and therefore in the cost of digital signage solutions).

It is necessary to qualify the figures concerning the size of the market. Indeed, numerous studies exist, and are struggling to agree on an exact figure, as well as on the list of activities included in the “digital signage” sector. For example, the outdoor advertising market represents a significant part of the figures announced, but is not always taken into account. In addition, these studies are generally commissioned by companies closely linked to the digital signage sector, which would therefore have no interest in providing a report indicating a market recession... On the other hand, the multiplication of players, their growth, and the increase in their customer base attest to the good health of the market.

Is digital signage effective? the figures in terms of investments and expenses show that the advertising sector is constantly growing, as is the associated revenue.

Is digital signage an ultra-effective tool?

Digital signage is a communication tool that allows you to broadcast, on a screen, all kinds of content : texts, images, videos, rich content...

An animated and interactive multimedia tool

Our brains understand, identify, and remember visual elements more easily than text or sound elements. The studies of the American psychologist Jerome Bruner lead to the following figures: We are holding back 10% of what we hear, 20% of what we read and 80% of what we see and do. Therefore, images, videos and interactive content have the best chances of being remembered.. While static displays can show images, only digital signage screens can show videos or rich content.

75% people remember digital signage

44% Remember a static display

A memorable tool

Compared to other broadcast channels, digital signage also shows excellent performance. A message broadcast on the radio has a memory rate of 27% and a static outdoor display has a memory rate of 30%. A message broadcast on television reaches 32% and 52% for a message broadcast on digital signage screens. Thanks to the animation of content, but also to the possibility of precisely targeting a place or an audience, dynamic signage is extremely effective. 47% of people who saw ads on a digital billboard still remember them exactly 30 days later.

A convincing tool

In addition, visual content (images or videos) makes it easier to convince. A research team from the University of Minnesota School of Management was able to report the following figure: presenters using visual elements are 43% more effective than those who do not use visual elements. In the field of points of sale, 80% of brands experienced a 33% increase in sales, especially when it comes to impulse purchases.

An attractive and appreciated tool

Digital signage is also a very attractive tool : 70% of people watch the displays of outdoor digital panels, compared to 43% of advertising content on the Internet, and 41% on Facebook. In addition to its attractiveness, induced by the possibility of animating the displays and the high luminosity of the panels, this type of display is also appreciated by consumers and passers-by. In fact, they can access up-to-date information (compared to posters), interact with screens and get the information what they want. For example, at the point of sale, 89% of consumers are in favor of digital signage.

Why equip yourself with a digital signage solution?

The digital signage sector is growing strongly and will continue to grow in the years to come.. This tool is remarkably effective in attracting new customers, improving internal communication methods or precisely targeting an audience.

A dynamic display system allows you to disseminate information quicklys (alerts for example), to reach very large audiences and promises a very precise targeting. Creating and distributing content via a digital signage system is very fast and the content can be reused numerous times. The administration of the screen network is generally carried out remotely and collaboratively.

This tool also contributes to improving the brand image and reputation of a company, in particular by offering customers a better experience, by engaging them more easily and sustainably through interactive content (games, interactive applications, etc.).

Contextualized content, such as a campaign broadcast according to the weather outside, for example, will have a much greater impact since it is broadcast at the right time for the right audience with a very specific objective of promoting a product and preventing a risk.

You have a digital signage project, ask for a demonstration.