According to study data, narrowcasting revenue is currently valued at $452 million. InfoTrends/CAP Ventures expects this market to experience a CAGR (Compound Annual Growth Rate) of over 20%, reaching $1.3 billion by 2009.

Figure 1: United States Narrowcasting Revenues, 2004 – 2009 ($Millions)

At the same time, however, the market sizing and forecast show that the largest single revenue component for this industry is and will continue to be external advertising revenues. An additional $161 million in advertising revenues were generated in 2004, and this amount is expected to increase at a CAGR of 40% to reach $857 million in 2009.

Figure 2: Additional North American Ad Revenues, 2002 – 2009 ($M)

“This study builds on our landmark narrowcasting report that was released in 2002,” noted Norman McLeod, a Project Manager at InfoTrends/CAP Ventures. “Since this report was released, there have been dramatic advances in display technology, network infrastructure, components, and software for creating, managing, distributing, and displaying digital images and video content.”

Key findings of this study include:

• Sales of hardware, software, installation and integration services, and support for all commercial display applications totaled nearly $1.7 billion in 2004.
• For networked display systems in retail and public spaces, network operation / management services and advertising revenues generated an additional $413 million.
• This industry is expected to demonstrate a CAGR in excess of 25% over the next five years.
• The list of industry vendors continues to change as companies leave and enter the industry, but is increasingly becoming segmented into a few leaders and a larger number of companies still working to create traction and critical mass.
• Over the next five years, cost-effective LCDs will be the most popular technology for digital signage applications because of their longevity, reliability, low power consumption, and attractive price point.

Research for this study consisted of a series of in-depth interviews with key industry players, users, and prospects; extensive secondary research; vendor profiles; and a series of structured surveys.

Surveys were conducted between September 2004 and December 2004. The surveys yielded responses from 882 managers working at advertising agencies, media companies, retailers, consumer goods manufacturers, and related companies, as well as corporate/IT managers.

InfoTrends/CAP Ventures’ study is available immediately for purchase. For more information on the study or to make a purchase, please contact Scott Phinney at (781) 616-2100, ext. 123 or via e-mail at scott_phinney@capv.com.

InfoTrends/CAP Ventures is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends/CAP Ventures is available on the Web at www.capv.com.