Predictions
“Ontario’s ‘golden horseshoe’ is still a dominant hub for the digital printing and sign business, but the Western provinces are fast becoming the economic engine of Canada and will offer many opportunities for print and sign shops. The biggest issue we still face is clients who used to want it tomorrow now expect it today. It is up to sales staff to set a reasonable fabrication timeline, as once you have committed to it, your client will hold you to it at your peril.”
– Chris Tyler, director of operations, Studio Signs Visual Media Group
“Growth in North America has been moderate and, anecdotally, we’ve been under the impression new sign shops are on the wane, but signmaking franchisors are seeing continued demand for their concepts. On a positivenote for signmakers, prices for digital printers appear to be declining. Unfortunately, the Canadian dollar—which was running at par with the U.S. dollar for a considerable period—has dropped to less than 90 cents, requiring price increases across the board for imported machines, media and inks.”
– Don Ross, national sales manager, Roland DGA Canada
“Overall, the industry is likely to regain momentum in 2015. The lower exchange rate with the U.S. results in increased exports from Canada and a slowly improving economy south of the border will help. In Toronto, which will host the Pan Am Games, many businesses will brush up their appearance with improvements in beautification and signage, which should benefit the industry in the first half of the year.”
– Udo Schliemann, principal creative director, Entro
“The use of LEDs in sign and display lighting applications is fully set in the growth stage of the product life cycle (PLC), especially in digital signage, commercial TV-type displays and large-format displays sourced through business-to-business (B2B) activities. There continues to be a significant difference between the average selling prices of standard LEDs and high-brightness (HB) LEDs.”
– Stephen Montgomery, president, ElectroniCast Consultants
“Digital signage is reinventing and redefining itself with architecturally driven displays, ultra-high resolution and multiple-level interactivity, including touch, gesture, mobile, social media and augmented reality (AR), as well as the creative use of sound, multimedia and blending with print and décor. The result will be an enhanced level of engagement for consumers.”
– Denys Lavigne, senior director of experiential strategy and creative services, Christie Digital
“Digital place-based media has grown up. It is no longer just about digital signage technology, but also about increasing the return on the marketing, retail design and communications investment for amplifying a brand, gaining desired actions, merchandising, promotion and engagement, while improving the ambiance, vitality and appeal of the location. ”
– Lyle Bunn, analyst and consultant, Bunn Co.
“The integration of accessibility signage in design-build projects will become more than just an adjunct accommodation to fulfil minimum code requirements. The esthetic properties that define signage will encompass more than just graphic design, which will help elevate signs beyond their ‘object’ properties to become active agents in facilitating the needs of the blind and visually impaired. Look for more tactile maps, braille integration and photopolymer-based signs in 2015 and beyond.”
– Keith Francis, director of strategic planning, Acumen Visual Group
“The digital billboard conversion process will continue to have a profound effect on OOH advertising, as the financial payback metrics are compelling. Conversions are also starting to occur with posters and other smaller-format OOH signage as resolution improves and costs for LEDs continue to drop. And there will be more real-time downloading of content specific to advertised brands, not just news, weather and sports.”
– Alan High, former president and general manager (GM), Clear Channel Spectacolor
With files from IBISWorld Canada, Smithers Pira, IDC Canada, MarketsandMarkets, Agfa Graphics, ElectroniCast Consultants, Intel, IHS Technology, ISA, BlowUp Media and the Outdoor Media Centre. For more information, visit www.ibisworld.ca, www.smitherspira.com, www.idc.ca, www.marketsandmarkets.com, www.agfagraphics.com, www.electronicastconsultants.com, www.intel.com, technology.ihs.com, www.signs.org, www.blowup-media.com, www.cogresearch.com and www.outdoormediacentre.org.uk.
