komma,tec warns of inefficiency in digital signage market

The digital signage market is facing significant inefficiencies, with industry analyses indicating that nearly 20% of installed displays are dismantled after only one year. Furthermore, 50% of installations are perceived as intrusive or meaningless, leading to economic and ecological waste. Given that the production of a single monitor emits approximately 3 tons of CO2, this trend presents a major environmental concern.

Fabian, Managing Director at komma,tec, criticizes the industry for becoming lost in a 'hardware craze' and licensing battles. He argues that the sector has lost sight of its primary goal: reaching the viewer. Emphasizing the principle that 'content is king,' the Hamburg-based experts advocate for a shift toward 'content clarity.' This approach prioritizes defining advertising goals and content architecture before selecting hardware, rather than focusing on technological fetishism.