December 2009

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Strengths, Weaknesses, Opportunities and Threats (SWOT)
of Digital Signage

 Lyle Bunn SWOT paper

SWOT ANALYSIS - DS/DOOH INDUSTRY Nov. 2009 Strengths, Weaknesses, Opportunities and Threats are outlined within six primary categories of industry competitive positioning in this 14-page paper.

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[an error occurred while processing this directive]  By Lyle Bunn  November 2009

I pulled the following paragraphs to give you a quick insight to why you may wish to read the complete SWOT paper. 

The status and indicated directions of North America’s Digital Signage and Digital Out-of-Home Industry are outlined. Six primary categories are addressed with the key Strength, Weakness, Opportunity and Threat described for each category. Through these 33 individual items the changing landscape of the industry, macro-trends and opportunities are identified along with the key trends that are influencing and impacting the success of the industry ecosystem, initiatives and organizations.

[an error occurred while processing this directive] Although called by many names, the term Digital Signage (DS) serves as an umbrella term to describe centrally-controlled and remotely managed electronic displays for information presentation in out-of-home environments. DS is applied to networks that are typically funded by internal communications or operational budgets for patron, visitor, staff, student or community communications. 1200 respondents to a fall 2009 industry survey conducted by the Digital Signage Association reflected that 60% of displays have no 3rd party advertising, with 29% having less than half the airtime and only 10% of networks having 50%+ of advertising. 

The term Digital Out-Of-Home (DOOH) has gained broad acceptance in use to describe networks that are primarily supported by advertising revenues, since advertising has typically been assigned from the “out-of-home” budget. Such networks operate on a for-profit basis and are typically owned by the location provider or investors. The Out-of-Home Video Advertising Bureau (OVAB) membership accounts for more than 400,000 dynamic, location-based video/digital displays, which present content and advertising.

An area of innovation is in the blending of internal and external capabilities for proprietary digital signage network design and ongoing operations. A 2008 DIGI Award recognized Digital Display & Communications Inc (DDC) – for their innovation in providing network planning, integration and deployment as well as content strategy, creation and administration in compliment to internal end user capabilities.  

About the Author:

Lyle Bunn is a highly regarded independent consultant, advisor and educator to end users, network operators, suppliers and investors in North America’s Digital Signage (DS) and Digital Out-of-Home (DOOH) industry.

For more information on this converging industry


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