The Integrate Expo, held last week at Sydney's ICC, Darling Harbour, was supported by ASGA and amongst the main AV exhibits were examples of how digital and printed signage can work in harmony. Projected and LED screen signage is becoming more widespread and many sign businesses have already adopted a dual-channel approach, or dived right into screen-based signs.
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| Print and digital - integrated at the Integrate expo |
ASGA was a support partner at the Integrate Expo as many members of the peak signage association share synergies across Digital Signage, Content Management Systems and LED / LCD / Projection displays supply, installation, management and integration.
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| Epson's Nathan Fulcher was there |
While digital signage is growing at an estimate 7.7% CAGR and was valued as a USD$25 billion market in 2022, printed signage is growing at just 0.2% CAGR but is valued as a USD$40 billion sector (sources: Smithers and Research&Markets). Many signage printers are already finding ways to integrate digital LEDs and displays into printed work. In 2020, we reported on such integration by Port Macquarie's Signs City Plus for a local cinema.
At Integrate Expo, two leading suppliers of UV, pigment and eco-solvent inkjet printers exhibited their digital projection solutions. These were Epson and Fujifilm. Another exhibitor with print prepress origins was Barco, now concentrating on high-power projectors - the kind that light up the sails of Sydney Opera House during the Vivid celebrations.
Epson used two projectors for a giant video rear-projected wall, plus a smaller display front-projected and linked to an LCD screen. Fujifilm's Fujivision division showed a 3-way projection method, wall, celing and floor
Sign businesses have access to designs and data that can be cross-purposed to digital displays and controlling this data will become vital for keeping customers services on both a large scale (such as oOH!media's outdoor digital billboards) and smaller scales (Shop windows, shopping strips and malls, hospitality, department stores etc).
This best summarised in the words of US-headquartered company Mood Media who actively market digital strategies to sign printers. In its sales pitch, Mood Media says:
"Incorporating digital signage solutions into your offerings diversifies your portfolio and complements your core print offering. With Digital Signage you have another opportunity to do more for your customers while leveraging the content you currently produce. Providing this additional medium is an effective way to help your customers run and grow their businesses. Adding this tool to your toolbox is enables you to say yes to more of your customers requests."
While the print-digital integration may be in its infancy, it's a happening trend and one that promises higher growth. The next Integrate Expo will be in Sydney again from 30th Aug - 1st Sep 2023, at the ICC Darling Harbour.
