“Which market segment is the one that is totally saturated with digital signage five years from now? (Is there a market where the gold rush is over and every new opportunity has been already taken?)”
Nothing is saturated in the market. Sure, some of the big corporations and quick service restaurants have some signage, but I’m still not seeing it in brick and mortar locations. They might have it for employee communications but not for manufacturing, building dashboards or branded lobbies. Look at the airports. There is a huge opportunity to make the TSA and security area signage experience more of a customer journey than a video playback display. Renovations and upgrades are beckoning. There are still painted roadside billboards, gas stations using manual price flip charts, schools using web pages on TVs and doctors’ offices with no displays or technology. While your local sports stadium and fast food restaurant might have signage, there is still an opportunity for more growth with branding, architecture, dashboards, order boards, art and interactive experiences. There is room for creative marketing, pitching better ROI and expanding to franchises. Hardware and platforms are cheaper and more powerful, and it will take more inventive sales and marketing to win them over.