European digital signage market is expected to grow at a CAGR of 7.5% attributed to growth in technological advancements, increased application in various industries such as retail, advertising, hospitality, transportation, and healthcare, among others, and the growing need for personalized experience and interactive experiences is driving the market. The market is expected to gain a market share of $7.8 billion in 2025. Europe is the second-largest economy in the world after the US and is a hub for tech SMEs bringing innovation and growth to the European digital signage market. Germany is the biggest market for digital signage in Europe expected to reach $1.5 billion in 2025.

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Key Trends in the European Digital Signage Market-

• The adoption of digital signage for advertising, or informative purposes has increased in various industries across Europe. For instance, in January 2024, Finland-based eye care specialist Silmäasema partnered with Philips Professional Display Solutions (also known as PPDS) for digital signage in its retail locations.
• Technology is rapidly growing and companies are constantly improving to keep up with the technologies by launching new-age tech products and software for digital signage. For instance, in January 2024, Alfalite, a Europe-based LED manufacturer, launched AlfaArt, a line of luxury turnkey LED display and media player solutions, designed in collaboration with digital artist César Yagüe, designed for large-format art display use cases, such as hotel and hospitality, corporate offices and entertainment venues.
• Digital signage allows personalization and interactive experience for brands to interact with their customers. Adidas has developed a new concept called Speedfactory to integrate customers into the manufacturing customers. The brand does this by letting them customize shoes on demand. It creates an interactive retail experience where digital signage is used to leverage biometric scanning technology, analyze body movement, and collect hundreds of data points.
• Digital Signage can help reduce customer acquisition and management costs. Decathlon, a French sporting brand contracted with Pickcel Digital Signage to deliver a cloud-based digital display solution to reduce its Customer Acquisition Cost
• The future of the European digital signage industry is bright as the integration of various technologies such as AI, automation, live streaming, cloud-based deployment, and facial recognition screens will be possible. Assembly, a global media agency, announced ShopConnect, a software tool combining programmatic buying of digital out-of-home marketing along with real-time experiences for consumers in January 2024.

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Due to the high demand from various industries, the European digital signage market has become the hub for fierce competition. Companies such as ADFLOW Networks, AU Optronics Corp., Cisco, Koninklijke Philips N.V., LG Display Co. Ltd., Microsoft, MaxHub, Panasonic Corporation, Samsung, Scala Digital Signage, Sony Corporation, and ViewSonic Corporation, among others are the key players in the European digital signage market. For instance, in November 2023, MaxHub announced the launch of its Amsterdam, Netherlands digital signage showroom and solution center to expand its reach in Europe.

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