Saturday, November 14, 2009

US LCD digital signage takes off, up 41pc Q/Q and 19pc Y/Y

AUSTIN, USA: DisplaySearch indicated in its latest Monthly Large Format Commercial Displays Sell Through Report that large (26”+), non-consumer LCDs had their highest sell-through quarter ever in US commercial distribution in Q3’09, with shipments up 41 percent Q/Q and 19 percent Y/Y.

In addition, September sell-through was up 49 percent from shipments in August, and was the largest sell-through month on record for LCD commercial-use displays.

“Sales of professional displays of this kind—typically classified as Digital Signage displays—are one of the benchmarks used to determine the growth of the Digital Out-of Home market. Their installation in OOH (out-of-home) environments helps to create a ‘digital inventory’ where advertisers can sell advertising space,” noted Chris Connery, DisplaySearch Vice President of PC and Large Format Commercial Displays.

Fig. 1: US Commercial Distribution Sell-Through of Large (26”+) Professional Use LCDsSource: DisplaySearch Monthly Large Format Commercial Displays Sell Through Report

Commercial grade flat-panel screens can be used for applications like way-finding, electronic menu boards, flight-information displays, boardroom displays and classroom displays.

However, these displays are increasingly being used to help build out digital signage advertising infrastructure in OOH environments. The commercial availability of narrow frame (or bezel) LCD displays in the 40-46” class have also helped to open a new market, because they can be more seamlessly tiled together to form even larger size displays (without distracting lines in the overall image).

Additionally, while this market has been traditionally dominated by Samsung, LG and NEC, more traditional IT companies such as HP and Cisco have entered into the mix in recent quarters, helping to further build out the digital signage infrastructure.

Sales of commercial-grade displays designed specifically for such rugged public environments are not the only leading indicator showing growth in the digital signage infrastructure, however.

Not all digital signage solutions use screens designed specifically for OOH environments, and many major brands offer standard TV products for commercial installations as well, especially if installed away from the reach of the general population (such as hanging from a ceiling).

Thus, shipments of standard TV products (most with a PC interface) through commercial distributors are another indicator of growth in the OOH digital advertising sector’s inventory of available digital displays. September data shows that TVs shipped through commercial distribution channels also rose to record levels with TVs selling commercially in Q3’09 up 85 percent Y/Y.

Table 1: Q3’09 US Shipments of 26”+ LCDs Through Commercial Distributionby Display TypeSource: DisplaySearch Monthly Large Format Commercial Displays Sell Through Report.
*Hybrid denotes products which are specifically marketed as being appropriate for both commercial and consumer environments.

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