The results of the Digital Signage Expo Q4 2009 Business Barometer survey showed signs of improvement for the industry.

According to the report: “While the industry and general business outlooks of the three main digital signage stakeholder groups (ie End User/Network Operator, Advertising/Marketing Agency, and Technology/Content Provider) were mixed during Q4, changes in the percentages of respondents reporting “actual” dollars received or spent trended positively as compared to the previous quarter:

• Five percent more end users/network operators than in Q3 reported that their digital signage network ad revenues were either “higher” or “about the same.”
• Two percent more ad agencies/brand marketers than in Q3 reported that their ad spend for digital out-of-home was either “higher” or “about the same.”
• And 1 percent of technology/content providers in Q3 reported that their dollar sales volume was either “higher” or “about the same.”

The Q4 forecasts of end users/network operators and technology/content providers also showed a high level of expectation:
• Seven percent more end users/network operators in the Q4 survey than in Q3 forecast that their digital signage ad revenues would be either “higher” or “about the same” for the next quarter, i.e., Q1 2010 for Q4 respondents and Q4 2009 for Q3 respondents.
• Six percent more technology/content providers forecast that their dollar sales volume would be either “higher” or “about the same.”

The only negative forecast came from the ad agencies/brand marketers, who may simply be hedging their bets, as their outlook for the digital signage industry and general business conditions was positive.”

Overall, 97 percent of respondents indicated they were either “very positive” or “somewhat positive” about the future of the digital signage industry and 96 percent indicated that they thought general business conditions would either be “better” or “about the same” in six months.

To read the 38 page document in detail, click here.