LATIN AMERICA
DIGITAL SIGNAGE MARKET RESEARCH REPORT
2022
• TECHNOLOGICAL TRENDS FOR DIGITAL SIGNAGE • DIGITAL SIGNAGE, GROWTH PROSPECTS AND CURRENT CHALLENGES • LATIN AMERICAN ECONOMIES, A GRADUAL RECOVERY • BUSINESS PERSPECTIVES
© Latin Press, Inc., 2022 All rights reserved. No part of this work may be reproduced or incorporated into a computer system or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior written permission of the copyright holders. Infringement of such rights may constitute an intellectual property offense. Original title: Latin America Digital Signage Market Research Report • 2022 1st edition: June 2022 Research and writing: Andrea Ochoa Restrepo Editorial Direction: Duván Chaverra Layout: Jhonnatan Martínez Avalo Graphics: Jhonnatan Martínez Avalo Photos: Pixabay
Table of Contents Latin America Digital Signage Market research Report: How is it done?.................................................... 5 Introduction ............................................................................................................................................... 6 Chapter 1: Technology trends for digital signage .................................................................................... 10 Main segments of digital dignage projects in 2021 ..........................................................................................13 Evolution of the digital signage market 2019-2021 ...........................................................................................14 Top Digital Signage Brands in 2021 ...................................................................................................................15 Comparative Top Digital Signage brands in Latin America 2019- 2021 ............................................................17 Most used Digital Signage solutions in Latin America 2021 ..............................................................................19 Imports by region............................................................................................................................................... 21 Chapter 2: Company Perspectives ........................................................................................................... 22 Mexico and Central America ..............................................................................................................................23 Andean Region ...................................................................................................................................................25 Southern Cone ...................................................................................................................................................29 Consultants’ Perspectives ..................................................................................................................................30 Chapter 3: Ranking Top 50 Digital Signage Companies 2022 .................................................................. 36 Mexico and Central America ..............................................................................................................................38 Andean Region ...................................................................................................................................................40 Brazil ...................................................................................................................................................................41 Southern Cone ...................................................................................................................................................42 Chapter 4: Digital Signage, growth prospects and current challenges .................................................... 44 Competitive landscape ......................................................................................................................................47 Progress and challenges in the digital transformation of Latin America and the Caribbean ............................48 Digital infrastructure investment, connectivity ..................................................................................................50 Growth of digital signage in Latin American countries ......................................................................................52 Chapter 5: Rising freight and cargo prices, why and what are the forecasts?.......................................... 66 High freight rates cast a shadow over economic recovery ................................................................................68 Chapter 6: Digital Signage: trends, opportunities and transition in LATAM ............................................ 70 Market investment opportunities .......................................................................................................................73 Chapter 7: Latin American economies, a gradual recovery ...................................................................... 76 Volatility in financial markets ..............................................................................................................................78 Impact on trade and value chains ......................................................................................................................79 Balance of financial flows to the region .............................................................................................................81 Evolution of GDP in Latin America .....................................................................................................................82 Future outlook ....................................................................................................................................................84 Inflation expectations 2021-2022....................................................................................................................... 87 Index of references ................................................................................................................................ 106
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CHAPTER 3
DIGITAL SIGNAGE 2022
RANKING BY REGION
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Index of reference Sources cited:: Asociación Nacional de Industriales (ANDI), “COLOMBIA: BALANCE 2020 Y PERSPECTIVAS 2021”, 2021. AVI Latin America, “Digital signage adequate for today’s needs”, January 21, 2022. Banco de la República de Colombia, “Informe de política monetaria”, February 11, 2022. Central Reserve Bank of El Salvador, “Salvadoran economy grew 24.5% in the second quarter of 2021”, October 01, 2021. Development Bank of Latin America, “The digital economy and knowledge-based digital industries”, 2021. Inter-American Development Bank (IDB), “Broadband policies for Latin America and the Caribbean”. Inter-American Development Bank (IDB), “Dominican Republic to improve digital connectivity with IDB support of $115 million” , July 13, 2021. Inter-American Development Bank (IDB), “SUPPLY CHAIN 4.0”. World Bank, “Panama: overview” , October 6, 2021. World Bank, “Bolivia: overview”, October 11, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “The Paradox of Recovery in Latin America and the Caribbean. Growth with persistent structural problems: inequality, poverty, low investment and low productivity” ,July 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Preliminary Overview of the Economies of Latin America and the Caribbean”, 2021 (LC/PUB.2022/1-P), Santiago, 2022. Economic Commission for Latin America and the Caribbean (ECLAC), “Financing for Development in the era of the HIV/AIDS pandemic-19 and beyond: Priorities for Latin America and the Caribbean in the global policy agenda on financing for development”, March 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “La paradoja de la recuperación en América Latina y el Caribe Crecimiento con persistentes problemas estructurales: desigualdad, pobreza, poca inversión y baja productividad”, July 8, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Economic Survey of Latin America and the Caribbean” ,Santiago, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Informe Macroeconómico- Honduras”, 2021.
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Economic Commission for Latin America and the Caribbean (ECLAC), “Informe Macroeconómico-Perú”, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Informe Macroeconómico-Venezuela”, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Informe Macroeconómico- Brasil”, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Informe Macroeconómico-uruguay”, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Perspectivas del Comercio Internacional de América Latina y el Caribe”, 2021. Economic Commission for Latin America and the Caribbean (ECLAC), “Digital Technologies for a New Future”, 2021. El País, “El PIB de Colombia creció 10,6% en 2021, la mayor subida anual desde que hay registros”, February 15, 2022. Infobae, “OECD reduced to 2.3% its forecast for Mexico’s GDP growth in 2022”, February 21, 2022. International Monetary Fund (IMF), “WORLD ECONOMIC OUTLOOK UPDATE” January 2022. International Monetary Fund (IMF), “El Salvador’s recovery constrained by rising risks” , February 16, 2022. International Monetary Fund (IMF), “Uruguay: Final Staff Statement on the 2021 Article IV Consultation Mission to Uruguay” ,October 6, 2021. Revista Semana, “FMI redujo perspectiva de crecimiento de la economía mundial para 2022”, January 25, 2022. World Trade Organization (WTO), “La recuperación del comercio mundial supera las expectativas, aunque con divergencias regionales”, October 4, 2021. World Trade Organization (WTO), “Trade can help put UN Sustainable Development Goals on track: DirectorGeneral Okonjo-Iweala” ,July 6, 2021. Portafolio, “Comercio internacional crecerá 10,8 % este año, según la OMC”, October 4, 2021. Presidency of Costa Rica, “BCCR ESTIMATES ECONOMIC GROWTH FOR 2021 AT 7.6% AND PROJECTS 3.9% FOR 2022 AND 4.0% FOR 2023”. Procomer, “IT SPENDING IS PROJECTED TO GROW 9% BY THE END OF 2021,” July 16, 2021. Colombian Ministry of Communication and Information Technologies (MInTIC), “PLAN DE TRANSICIÓN A NUEVAS TECNOLOGÍAS”, 2020. LATIN AMERICA DIGITAL SIGNAGE MARKET RESEARCH REPORT • 2022
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Databases: International Trade Center (ITC). With information from UN Comtrade (United Nations Organizations Trade Statistics Database) and official sources: • El Salvador: Central Reserve Bank. • Guatemala: Central Bank of Guatemala. • Paraguay: General Directorate of Customs. • Dominican Rep.: UN Comtrade. Descartes Datamyne. With information from official sources and partner countries: • Argentina: General Directorate of Customs. • Brazil: Latin American Integration Association (Aladi). • Chile: National Customs Service. • Colombia: National Tax and Customs Directorate (Dian). • Costa Rica: National Customs Service. • Ecuador: National Customs Service. • Honduras: General Directorate of Customs Franchise Control. • Mexico: National Institute of Statistics and Geography of Mexico (Inegi). • Panama: National Customs Authority. • Peru: National Superintendence of Customs and Tax Administration (Sunat). • Uruguay: General Directorate of Customs.
Harmonized Tariff Classification Codes (HS-code) analyzed*: * Para las tablas y gráficos de importaciones por empresas y equipos del Capítulo 1 se tomaron únicamente los códigos de clasificación arancelaria de productos relacionados con equipos audiovisuales para el Digital Signage (pantallas, displays, dispositivos de transmisión, computadoras) para transacciones realizadas hasta diciembre de 2019. HS-Code 85 8521 8521.90 8528 8528.51 8528.52 8528.59 8528.72
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Description Electrical machinery and equipment and parts thereof; sound recorders and reproducers; television picture and sound recorders and reproducers, parts and accessories thereof. Video recording or playback devices. Video recording or reproducing apparatus; other than magnetic tape. Monitors and projectors, not incorporating television reception apparatus; Television reception apparatus, whether or not incorporating radio broadcast receivers or sound or video recording or reproducing apparatus. (Mexico and Panama) Monitors; of a kind used solely or principally in an automatic dataprocessing system of heading 84.71. Monitors; other than cathode ray tube monitors; capable of direct connection and designed for use with an automatic data processing machine of heading 84.71. Monitors other than cathode ray tube monitors; whether or not colored, other than those of subheading 8528.52. Reception apparatus for television, whether or not incorporating radio broadcast receivers or sound or video recording or reproducing apparatus; incorporating a color video screen or display.
8529 8529.90 8543 8543.70
8543.70.95
Transmission apparatus; parts suitable for use solely or principally with the apparatus of headings 8525 to 8528. Reception and transmission apparatus; for use with apparatus of headings 8525 to 8528, excluding aerials and aerial reflectors. Electrical machinery and apparatus; having individual functions, not specified or included elsewhere in this chapter. Electrical machinery and apparatus; having individual functions, not specified or included elsewhere in this chapter, n.e.s. in heading 8543. Touch-sensitive input devices (referred to as “touch screens”) without display capability, for incorporation into devices having a display, which operate by detecting the presence and location of a touch within the display area (such detection may be obtained by means of resistance, electrostatic capability, acoustic pulse recognition, infrared lights, or other touch-sensitive technology).
* For the tables and graphs of imports by companies and equipment of Chapter 1, only the tariff classification codes of products related to audiovisual equipment for Digital Signage (screens, displays, transmission devices, computers) were taken for transactions carried out until December 2019. Technical Sheet Survey “TOP BRANDS IN LATIN AMERICA”. Data collection dates: February 18, 2022 to March 18, 2022. Data collection technique: Online survey on the Encuestadatos.com platform. Method: ten multiple-choice questions. Subjects covered: Selection of one or several of the most used brands of equipment and software, and types of solutions in Digital Signage. Target group: Latin American Digital Signage companies. Survey developed by Latin Press, Inc.
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