“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?)”
Digital signage is significantly more prevalent in our everyday lives than it was five years ago. We see digital signage on our commute with digital billboards, on public transit, at airports, and as we walk along the streets. We see it where we shop: in malls, car dealerships, and retail stores; and where we eat: fast-food restaurants, fast casual, mom-and-pop establishments, and even fine dining. While we work, we are updated from corporate/internal communications on displays in elevator lobbies, cafeterias, break rooms and other common areas, and even interact with screens to reserve meeting rooms in some cases.
With the prevalence of digital signage, it is tough to predict where saturation will be achieved five years from now. I think that each segment will continue to increase its usage of digital signage while also prompting more innovation to differentiate from the tried-and-true. If I were to make a prediction, however, I believe that retail will be most saturated with digital signage in the next five years. My thought process is based on the state of retail in that there is a need for tailoring to experiential environments in order to stay relevant with consumers and digital signage is one medium that helps achieve that. I believe, though, that new opportunities will exist in retail because there will be new innovation to be adopted.