(Arise Technology Co,Ltd.)

The analysis indicates that the future of advertising belongs to digital advertising (such as LED display, LCD display, etc). But when will this future finally come? With many more new applications appear and inevitable digital signage development of universalization, the prices of video screens drop regularly. Digital screens become affordable for small business, and even individual people. But it is somehow postponed on the background of the decline of world economic. Digital advertising seems to be expected to suffer from these conditions, but it is actually becomes bouncing and adaptive.

A study in 2011 estimated that the global digital advertising signage market would reach $13.2 billion by 2016. Research shows a retail boom in China (including HK), Malaysia, Singapore, Thailand, India, the United Arab Emirates, and etc countries would help lead the way. The United States is the largest regional market worldwide; Asia-Pacific is the fastest-growing area. The growth rate is determined by signage system manufacturing indices and sales volume of public displays. Also, only in USA, the figure of 3 million in 2013 keeps rising, and it is conservatively estimated to reach 12 million by 2018. It means that sales volume of public LED screens, LCD and PDP media screens will grow at least four times globally. As sales volume grows, it becomes possible to evaluate at which areas informational and advertising systems are in the greatest demand, and shows mostly in-store and transit media.

In spite of the politically turbulent times, Russian advertising also feels confidently. What is especially encouraging is that outdoor advertising grew faster than other sectors of advertising market. This is all good news for all major players in advertising area.

What can be done for the industry to maintain growth and achieve a bigger slice of the advertising pie? Some research believe that this lies in alliance cooperation between all advertising market participants. For years, individual players have struggled, innovated internally. Overall, these have been highly fragmented approaches. Now it is time for coming hand in hand, pooling collective resources, and offering advertising consumers a more intelligent digital advertising form. And it is so perfect that it coincides with the universal trend of advertising market consolidation and growth, business expanding, takeovers, and international alliances.