Indoor and outdoor posters, billboards, promotions, and ads have formed an essential part of our visual landscape for as long as any of us can remember.
The impact on audiences of large format signage is undeniable – industry research over many years has shown that large poster advertisements and promotions are cost-effective, credible, highly visible, and versatile.
Today, however, like most industries, the advertising, and retail sector, which makes up the bulk of the large format signage print jobs, is facing a crisis. The pandemic has drastically reduced footfall in malls, shopping centers, and retail outlets – all the places where marketers seek to influence customers through impactful signage.
Today, however, like most industries, the advertising, and retail sector, which makes up the bulk of the large format signage print jobs, is facing a crisis. The pandemic has drastically reduced footfall in malls, shopping centers, and retail outlets – all the places where marketers seek to influence customers through impactful signage. This has naturally had a serious impact on advertisers’ budgets. Pre-coronavirus, the global ad market was forecasted to grow to $865 billion USD by 2024, but the pandemic has led to an immediate drop in advertising spend. In accordance, advertising trends are expected to be down with first-quarter revenue data from China and Europe down by 15% and 9% respectively. It is widely expected by media buyers, planners, and brands that the pandemic will have a bigger impact than the 2008 financial crisis.
The effect of the pandemic will be deep and long-lasting. We will see substantial changes in consumers’ shopping habits. But shoppers will return to the traditional retail environment, and when they do, they will be expecting an environment that features large, vibrant, colorful posters and billboards. They will want to see billboards along highways, ads on the ides of buses, and posters on street furniture. They will expect posters and signage inside malls and in their favorite stores. Beyond this, signage printers must offer their customers a wide variety of applications to enable outreach to different markets and commercial applications.
Although the retail environment is unlikely to return to the way it was pre-pandemic, a new market will emerge, that responds to the human need for colorful entertainment and persuasion. When it does, large format signage printers will be ready to deliver against this pent-up demand.
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