As the initial form of digital signage applications, advertising machines were once a typical tool for digital marketing. However, nowadays, with the strong penetration of large-screen display products, the market's attention to them has been greatly reduced. Of course, this is only at the marketing level. At the practical application level, the advertising player still maintains a strong growth trend.
According to statistics from AVC, in 2017, the market size of advertising machines was close to 3.6 billion yuan, a year-on-year increase of 21 percent . During the same period, the commercial TV market for digital signage fell by more than 14 percent year-on-year. The estimated scale is 2.2 billion yuan. From the above statistics, it is not difficult to see that in the field of digital signage, advertising machines are still the main category and play an important role in promoting the growth of the overall market size.
The continued popularity of the application market is determined by the attributes of the advertising player. Born out of the traditional digital marketing concept, the advertising player has a strong adaptability to the complex environment of public places, not only the indoor environment, but also the outdoor application market with increasing demand, and there are a variety of styles such as wall-mounted and vertical. Users can adapt to local conditions and are convenient and flexible to meet the ubiquitous marketing needs of advertisers to the greatest extent.
Moreover, compared with the digital signage system with large-screen display products as the terminal, the advertising machine has an unparalleled cost advantage. This is where the industry users are most concerned, especially in the domestic retail market where digital marketing has just started but the demand is very strong. The industry is particularly prominent. In the domestic market, most users in the retail industry have limited business scale and are still in the ignorant stage of digital marketing. It is unrealistic for them to build a large-scale digital signage system immediately. In this case, the cost-effective and functionally equivalent advertising machine is undoubtedly It is the best choice to test the water. Some insiders believe that with the deepening of the retail market expansion, advertising machine applications may usher in explosive growth.
Based on the development of the industry, while giving priority to advertising machines, the retail industry also puts forward higher requirements for advertising machine applications. Especially in the context of networking and interaction, industry users have more digital marketing. The expectation, for the application of advertising machines, naturally also put forward more diversified needs. This also means that the simple price competition of advertising players has begun to loosen up. Under the condition of the convergence of core technologies, detailed technological innovation has become the key to market competition, thereby raising the technological innovation capabilities of advertising player companies. This is exactly what many industry manufacturers lack, especially in the advanced design for the high-end application market. The market is pressing, and the transformation of advertising player manufacturers is imminent. Digital signage has stepped into facilitating brand competition.
