The World is Flat After All
As
consumers gobble up plasma and LCD TVs, the potential for digital signs and the
messages they convey grow as well.
Is it just me, or does the world seem like its getting
flatter each day? Everywhere I look, I’m staring at a flat screen display -whether
it’s my computer screen, my television or my cell phone display.
LCD and plasma display panels are everywhere, and with the
burgeoning acceptance of high definition television, that’s not likely to
change anytime soon. Consider the latest statistics from research firm iSuppli.
Worldwide LCD TV sales will grow 27.5 percent a year until 2010 when the value
of the market will reach $84 billion, according to the researcher.
Consumer’s love affair with plasma display panels is no
different. HDTV dominates the plasma panel market, accounting for 79 percent of
the 2.8 million plasmas sold last quarter, according to recent research from
DisplaySearch. That share is will reach 86 percent this quarter if the
researcher’s forecast is correct.
Marketers considering digital signage to influence and
inform shouldn’t overlook the obvious fact that digital signs –for the most
part- look identical to LCD and plasma TVs. That’s powerful stuff for a new
medium seeking its place in the marketing mix. It’s as if marketers skipped
several steps in the typical development of a new medium, and landed right in
the middle of near-ubiquitous consumer acceptance and total familiarity. All
that’s left for them to do is craft messages to meet their stated goals and
begin narrowcasting.
The growth of LCD and plasma TVs at home will continue. Soon
LCD TV unit sales will overtake CRT televisions. With each new LCD and plasma
sale, the world gets a little bit flatter and novelty gives way to normalcy and
acceptance. That’s where the power is for the marketer –in the public’s acceptance
of flat panel displays and their attraction to them.
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