I have written and ranted a few times about the dubious market research reports that get generated by research factories in India – companies that produce expensive reports on pretty much any industry they can think of. The stuff is almost valueless, but still gets reproduced and quoted by online publications and by companies who don’t bother to look into the validity of the research.
But there is good, solid research out there, and one of the biggest research companies around – IHS – does a detailed look at the market.
So … I decided to grab the most recent market data about the digital signage market and turn it into an HTML5-driven interactive chart (see below). What’s great about this, I think, is that rather than a flat chart with all the bars and numbers for all the categories, you can view this in two variations, by category, or by total.
This is slightly different from what IHS publishes, which includes the digital out of home industry’s advertising revenues. There could be a very lengthy debate about whether DOOH should be included, but I say No. The DOOH industry uses digital signage technologies, but throwing ad dollars in the mix doesn’t fit, to my mind.
I have created this interactive chart in HTML5 so it is, first, interactive, but also so that it is web-ready and embed-ready. Feel free to drop this on your own website as a reference tool. The embed code is below the chart.
<iframe src=”https://www.sixteen-nine.net/wp-content/advanced_chart/chart.html” width=”690″ height=”600″ frameborder=”0″></iframe>
You can change the width and height as you need, OR if you just want to link to the chart and play with it in a full browser window, the link is https://www.sixteen-nine.net/wp-content/advanced_chart/chart.html
Thanks to Todd Fender, the Principal Analyst for Digital Signage and Professional Displays at IHS, for providing the data.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.