Global Signage Industry Outlook

  • The global signage market was estimated at $49.6 billion in 2017
  • The market is forecasted to reach $49.8 billion by 2020 
  • Asia, North America and Europe are high-maturity markets with China, India, US and UK being the key demand countries 
  • The Australian digital signage market is forecasted to reach above $130 million by 2020.Major Australian retail chains adoption of digital signage have driven growth, along with other end-user segments, such as financial service and public transport sector
  • Industries like Retail, FMCG and FBT are contributing significantly to the signage market revenue

signage-market-size

Global Signage: Market Maturity

  • Signage is gaining prominence in the overall in-store promotions category strategy
  • Major end-users for signage are retail, CPG, FBT and pharmaceutical companies

Global Signage: Industry Trends

  • Suppliers are increasing their geographic footprint as mature buyers increase their focus on supplier consolidation opportunities 
  • In addition, suppliers are also widening their service portfolio to offer a wide range of services to bring in a larger share of buyers’ trade marketing spend
  • Suppliers are increasing their geographic footprint as mature buyers increase their focus on supplier consolidation opportunities 
  • In addition, suppliers are also widening their service portfolio to offer a wide range of services to bring in a larger share of buyers’ trade marketing spend

Global Signage: Drivers and Constraints

  • Growing expansion of modern retail in the developing markets is expected to strongly drive the in-store marketing budgets and also increase the demand for both conventional and digital signage 
  • Technology adoption by suppliers will be a major growth driver in both matured and emerging markets to ensure better visual appearance inside and outside the stores

Drivers

Evolution of retail store formats in the emerging markets 

  • Development of modern retail in tier-2 and tier-3 cities, especially in the developing markets in Asia and LATAM, will increase the demand for signage. Retailers are tapping opportunities to grow in the developing markets and are investing more in these markets

Growing significance of window displays and signage 

  • Increasing adoption of online shopping and pre-shopping online research by customers have increased the significance of signage as one of the most powerful tools to drive walk-ins

Increase in technology adoption 

  • Suppliers are investing more in technology to improve their capabilities, and add more value with respect to the services offered, thus providing a high level of accountability to buyers

Constraints

Rise in e-commerce retail 

  • Consumer preference for online stores may increase further in the future. This would reduce the significance of other retail formats and result in lesser demand for signage in the future