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DSE announces Q1 2010 business barometer results

According to, digital signage Expo’s Q1 2010 business barometer shows digital signage advertising, business projections and spending are trending up, according to an announcement from DSE.

According to the barometer, 97 percent of all survey participants in North America remain positive about the future of the digital out-of-home (DOOH) industry. Also, 84 percent of end-user/network operators plan to install for the first time, add to, replace or upgrade current digital signage systems during the next 12 months — a 10 percent increase over Q4 2009. Sixty-eight percent of advertising agency buyers predict an increase in ad spend for Q2 2010.

As in past quarters, those most positive about the DOOH Industry varied across each of the three main groups of respondents, which included Technology/Content Providers (58% “very positive”), Advertising/Marketing Professionals (67% “very positive”), and End Users/OOH Network Operators (72% “very positive”).

Technology/Content Provider respondents predicted that the hottest growth categories for DOOH in the next 12 months would include Retail (57%), Healthcare and Restaurant (43% each), Transportation (35%), Education (32%), and Corporate Campus, Public Spaces and Stadium/Arena (26% each).

The top categories targeted for DOOH advertising investment, in rank order, are: Retail; Bar/Tavern/Nightclub and Restaurant (tie); Transportation; Arts/Entertainment/Recreation, Healthcare and Hotel/Motel (tie); and Stadium/Arena.

“The upbeat atmosphere at digital signage Expo 2010 is reflected in the overall positive responses to the indicator questions in DSE’s Q1 2010 Business Barometer,” said Richard Lebovitz, editorial director for “The general outlook for the economy is improving, and so are the prospects for the industry, as the positive forecasts from each stakeholder group — end users/network operators, ad agencies/brand marketers and technology/content providers — represented in the survey indicate.”