Wide-format graphics, including signage and graphics is an integral part of the marketing mix according to a new report from InfoTrends called ‘Wide Format Printing: A Critical Element in the Communications Mix’.
The study surveyed key decision-makers in organisations that provide digitally printed wide-format graphics and those that purchase wide-format graphics across six vertical industries (advertising media, entertainment/amusement, events, healthcare, hospitality, and retail) in the US. This study, now in its third iteration, shows that wide-format graphics are a major component of communications spending and represented a sixth of survey respondents’ overall marketing budget.
Buyer respondents also expect to increase their wide-format spending. The share of buyers expecting to increase wide-format graphics purchasing in the next 12 months was 6.5 times higher than the share expecting to decrease it.
Wide-format graphics providers also reported growth; survey respondents reporting volume increases outnumbered those reporting declines by 5 to 1.The survey results backed InfoTrends’ ongoing wide-format market forecasts, which indicate this is a growth market. InfoTrends expects the retail value of wide format printing in North America to grow at compound annual growth rate (CAGR) of 7.9%, reaching $23.6 billion by 2016.
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