MAM
Global digital signage systems market to reach $13.8 bn by 2017
MUMBAI: Global digital signage systems market will reach $13.8 billion by 2017, said the latest report by Global Industry Analysts, Inc.
The report claims that opportunities for advertising are on the rise in developing Asian countries like India, China and Singapore largely due to the growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers.
The retail boom in Asia brought upon by strong economic growth, rising consumerism, rising standards of living, increase in disposable incomes, and changing lifestyles that rival western counterparts, all provide a strong platform for growth.
“Given its ability to use vibrant, media-rich messages to rope in the right audiences, digital signage represents a powerful medium for advertising, information display and entertainment,” the report added.
The marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have seen decline in traditional print advertisements in newspapers and static outdoor billboards, but commensurately rising interest in new interactive marketing strategies, including digital signage.
According to the research, the market is further driven by the evolution of hybrid digital signage systems wherein digital signs are augmented with the interactivity of digital kiosks. The amplification of marketing impact possible through this medium provides a high return on investment (ROI) business case for these systems.
Major application areas in these regions include public notices and real-time weather forecasts among others. Industrialisation will remain a key factor, indirectly driving growth in the marketplace.
Development of transportation networks, public infrastructure, new construction of commercial buildings will create demand for digital signage in public spaces, the report asserted.
Against a backdrop of a digitalised world, the digital platform of marketing makes for an effective medium to target elusive consumers, especially the younger generation. With several advantages like higher viewer recall and retention of digitally displayed messages, stacked in its favor, digital signage systems are forecast to witness sturdy gains in the upcoming years.
The report also stated that despite the market advantages enjoyed by digital advertising technologies, the global digital signage systems market witnessed sizeable deceleration in growth momentum during the years 2008 and 2009, as direct fallout of narrow creativity levels in a weak economy, and credit shortages for funding new and risky ventures during the period.
For instance, new investments in digital signage infrastructure came under direct pressure as a result of preferences among advertisers for existing and already accessible infrastructure.
Additionally, financing for big digital signage projects experienced relatively tougher funding options, as venture capitalist preference during this period was particularly skewed towards established technologies/projects with faster exit options.
The research underlines that falling costs associated with purchasing, installing and maintaining digital signage systems in sync with technology development and market penetration, will help bolster the market in the post recession period.
Low hardware costs, and declining software development costs have made systems, such as media players, and display units like LCD displays cheaper and affordable. While the retail sector remains the prime end-user of digital signage technologies, evolving application areas, such as in financial services, transportation and hospitality are forecast to generate steam in the upcoming years.
Companies poised to gain will be those capable of providing end-to-end digital signage solutions encompassing installation, consulting, content creation, content management and support, the report concluded.
Brands
Hemlata Sharma joins ONEOTT Broadband as chief business officer
Former Zee Media distribution head to steer growth, partnerships and strategy
MUMBAI: Hemlata Sharma has joined ONEOTT Broadband as chief business officer, bringing with her more than three decades of experience across television, telecom and media distribution.
Sharma most recently served as head distribution, research & CRM at Zee Media Corporation Limited, where she worked closely with editorial and senior management while overseeing distribution, consumer research and customer relationships for 14 news channels including Zee News, WION, Zee Hindustan and Zee Business, along with ten regional state channels.
In that role, she led nationwide distribution across platforms such as DTH, Hits, IPTV, cable networks and DD Free Dish. She also drove consumer research and strategic insights on a pan India scale, analysing content performance, anchor impact, programme slots and audience behaviour to guide editorial decisions and programming strategy.
Her portfolio also included managing one of the largest alliances with Zee Entertainment Enterprises Limited and overseeing the global distribution monitoring of Wion across North America, Mena, Europe, Africa, APAC and Australia.
Earlier, Sharma briefly served as head sales and distribution at Triplecom Media Pvt Ltd, an engagement driven OTT platform bringing together content, gaming, music and advertising for the entertainment distribution ecosystem.
Her earlier career includes a senior vice president stint at Ten Sports Network, where she played a key role in relaunching the sports broadcaster as an independent bouquet comprising Ten Sports, Ten Cricket, Ten Action and Ten Golf following the Zee takeover. During this period, she moved from vp west to head strategy for cable and dth and later national head retail distribution, helping build the network’s retail distribution vertical across India and launching dedicated golf and football channels.
Before that, Sharma spent over six years at Bharti Airtel as general manager operations for Madhya Pradesh and Chhattisgarh. She initially led marketing and corporate communications before moving into sales leadership, where voice sales grew by 86 per cent and revenues by 96 per cent. She later headed business operations, expanding annual business volumes to Rs 100 crore while significantly reducing operational costs.
Sharma began her long association with the media distribution ecosystem at Zee Entertainment Enterprises Limited as regional head sales and distribution for central India. During that period, she played a role in the early rollout of pay television channels including Zee Cinema, HBO, Nickelodeon and Cartoon Network, while also contributing to the launch of Siti Cable in key central Indian cities.
With her new role at ONEOTT Broadband, Sharma is expected to focus on strengthening business strategy, expanding partnerships and driving growth across the company’s broadband and digital distribution ecosystem.
