MAM
Digital signage market likely to reach $27.34 billion by 2022
MUMBAI: A ‘Digital Signage Market by Product (Kiosks, Menu Boards, Billboards, Signboards), Offering (Hardware (Display Panels, Media Players, Projectors), Software, and Services), Application, and Geography – Global Forecast to 2022’, published by MarketsandMarkets says that the digital signage market was valued at $16.88 billion in 2015 and is expected to reach $27.34 billion by 2022, at a CAGR of 6.7 percent between 2016 and 2022. The base year considered for the study is 2015, and the market size forecast is provided for the period between 2016 and 202
The demand for emerging technologies used in ultra-high definition (UHD), LED-LCD, OLED displays is likely to accelerate the growth of the digital signage market during the forecast period says the report. With the increasing demand for digital signage, improvements in technology offerings, and infrastructure expansion is likely to fuel the digital signage market to continue the positive outlook during the forecast period. In addition, the integration of real-time data management tools, big data analytics, and smart content with multiple presentations and dynamic interfaces would further drive the market for public commercial displays.
The market for software offerings is expected to grow at the highest rate during the forecast period. The expected growth of the digital signage market for software offerings is higher than that for hardware offerings as hardware devices such as displays, media players, projectors, and mounts and other accessories do not require frequent purchases or replacements. The high growth of the market for software offerings is because software licenses need to be regularly updated.
Kiosks held the largest market share of the global digital signage market for products in 2015 and are expected to dominate the market till 2022. Kiosks plays a significant role in the digital signage market for providing access to information and communication, commerce, entertainment, education, and other applications. Kiosks are quick and effective solutions which can be used virtually in all locations.
North America is expected to hold the largest market share and dominate the Digital Signage Market between 2016 and 2022, owing to the large number of suppliers of digital signage technologies and services in the region. The digital signage market in APAC and Europe is expected to have a promising future with tremendous opportunities, especially in commercial and infrastructural sectors.
The major players in the digital signage market include Samsung Electronics Co., Ltd. (South Korea), LG Display Co., Ltd. (South Korea), Sharp Corporation (Japan), Sony Corporation (Japan), and Panasonic Corporation (Japan) among others.
MAM
Madison World to launch AI platform M BrAIn for media planning
Agency group invests about $1 million as it shifts to AI driven growth planning.
MUMBAI: If media planning once ran on spreadsheets and gut instinct, the next chapter may run on algorithms and curiosity. Madison World is preparing to roll out the first version of its proprietary artificial intelligence platform Madison M BrAIn in early April, as the independent agency group accelerates its transition toward AI driven planning and product led media services.
The platform, expected to involve an investment of around $1 million, is designed to reshape how the agency approaches strategy by combining internal knowledge, external data sources and advanced AI models into a single intelligence ecosystem.
According to Madison Media, OOH and Hiveminds partner and group CEO Ajit Varghese the initiative forms part of a larger structural rethink within the organisation. “Traditionally agencies built frameworks around media planning and allocation. We are redesigning that structure into what we call a Growth Planning System (GPS),” Varghese said.
The shift reflects a growing belief that effective media strategy must begin earlier in the decision making process. Instead of jumping directly to channel allocation, planners must first decode the market itself identifying consumer barriers, purchase triggers and the core challenges facing a brand.
Once those insights are mapped, agencies can build clearer growth agendas for clients and design media strategies that connect more closely with business outcomes.
To support that approach, Madison has built Madison M BrAIn as what it describes as a human AI cognitive ecosystem. Acting as a central intelligence hub, the platform aggregates proprietary insights alongside external data sources and large language models, enabling planners to access deeper market intelligence before building campaign strategies.
Varghese said one of the core objectives is to democratise knowledge across the organisation. “In the past, this level of understanding was largely available to senior leaders or experienced strategists. With Madison M BrAIn, even a junior planner should be able to access the same intelligence and approach clients with a far more informed perspective,” he said.
The agency has already implemented the new planning philosophy internally and completed three months of testing for the AI platform, with early trials showing encouraging results in terms of learning capability and system performance.
While the first version relied on global large language models, Madison is now developing its own proprietary Small Language Model (SLM) to serve as the core of the M BrAIn ecosystem.
“The SLM will be able to read global LLMs, but the LLMs cannot read the SLM,” Varghese explained. “That ensures all the intelligence we build remains within the Madison ecosystem and strengthens our proprietary knowledge base.”
The first version of Madison M BrAIn is expected to go live in early April, with a more refined version targeted by the end of June. Over time, the platform will integrate additional external data streams and APIs including consumer insight platforms, social listening tools and client datasets.
These integrations are expected to enhance the system’s learning capability and enable it to generate increasingly sophisticated strategic recommendations.
Although the platform is currently being deployed for internal use, Madison sees potential for it to evolve into a licensable product in the future.
“At the moment, our focus is to stabilise and strengthen M BrAIn internally. But over time there is potential for this to become a product that could be licensed externally,” Varghese said.
The AI platform is also part of a wider technology transformation underway at the agency group. Alongside M BrAIn, Madison is building a broader digital infrastructure called the Catalyst operating system, which aims to integrate operational processes, data and product platforms into a unified ecosystem.
This broader technology stack could require an additional $1 million to $1.5 million investment over time, though spending will be phased and reviewed regularly.
“We are evaluating progress every three months and prioritising the most critical capabilities first,” Varghese said.
Madison expects the full AI and operating ecosystem to be fully functional within 12 to 18 months, positioning the agency to combine human strategy with machine intelligence as the advertising industry enters its next data driven phase.
