Procurement Market Intelligence Report
Variable Message Signage
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Variable Message Signage Global Overview
Definition
Summary
Variable message signage products are used in the transportation sector. These products include a wide range of LED-based displays for road management, parking, and aviation applications. Variable message signs are most commonly used to relay messages that direct traffic and provide information to motorists and can be permanent or portable. Variable message signs, sometimes referred to as dynamic message signs, can be purchased directly from manufacturers or from a variety of resellers. This report excludes signage intended for advertising or commercial use, as well as video displays for sports arenas and fields.
This Report Includes:
- Variable Message Signs
- Dynamic Message Signs
- Traffic Displays
- LED-Based Displays
Not in this Report:
- Advertising Signs
- Video Displays
Global Variable Message Signage Procurement Trends
Discover the top international trends affecting procurement in the global Variable Message Signage market.
Warning Trends
Public sector demand slumps as the government enters shutdown
- On October 1, the US federal government entered a shutdown after negotiations for a new appropriations bill failed.
- During a government shutdown, essential federal government operations, such as law enforcement, air-traffic control, and social security, persist, while nonessential operations are paused and workers involved in these operations are furloughed. Thus, the current shutdown is expected to result in 750,000 federal workers being furloughed, representing a $400 million reduction in daily expenditure by the federal government.
- This significant reduction in federal spending and operations will affect the entire US economy, weakening aggregate demand and slowing economic growth. For example, the 35-day government shutdown in Q1, 2019, reduced aggregate demand in both the public and private sectors, resulting in a 0.2% reduction in GDP growth that quarter.
- The effects of the shutdown are likely to be most acute in markets where the public sector is a major buyer segment, weakening demand and increasing average vendor risk by destabilizing important revenue streams.
- As negotiations for a new appropriations bill to reopen the government remain ongoing, ProcurementIQ will continue to monitor the situation and update this story with the latest information.
Elevated Tariffs are increasing prices for law enforcement, security, and safety equipment
- The Trump administration’s reciprocal tariffs, which place broad tariffs on all imports from most US trade partners, are set to take effect on August 7 after the tariff rates were finalized on August 1.
- As a result, all foreign suppliers in law enforcement, security, and safety equipment will face significantly increased costs when selling products to US buyers, and domestic manufacturers of these goods will face higher costs when sourcing key inputs for these products.
- Countries such as China, Germany, Mexico, Thailand, and Vietnam are leading sources of imports in this sector, providing high quantities of goods such as safes, locks, security cameras, security systems, and personal protective equipment. Starting August 7, imports from China, Germany, Mexico, Thailand, and Vietnam will be subject to tariff rates of 54.0%, 15.0%, 25.0%, 20.0%, and 19.0% respectively.
- Elevated tariffs are likely to impact pricing and supply chains in this industry due to the United States’ reliance on imported manufactured goods, which gives foreign suppliers the leverage to pass through the costs of tariffs to buyers and domestic suppliers the leverage to raise prices.
- Consequently, the Yale Budget Lab projects a 39.2% average increase in metal product prices, impacting products such as security gates and safes. Electronic security devices, such as cameras or metal detectors, are projected to rise by 18.7% in price. In the personal protective equipment market, prices are forecast to rise by between 11.0% and 37.5%, depending on the type of equipment and materials used to make it.
Russian invasion of Ukraine is putting additional strain on US chip supply
- Until recently, the United States sourced nearly all of its neon gas (an essential material in the laser imprinting process to produce semiconductors) from Ukrainian and Russian producers. Previous conflicts between the two nations, specifically related to the Crimea conflict in 2014, resulted in a nearly 600.0% increase in the price of neon.
- The Russian Ministry of Industry and Trade announced in early June that it would be limiting neon gas exports as part of its sanctions against countries it views as unfriendly. This move will add to lead times and prices for neon.
- Downstream semiconductor manufacturers keep stockpiles of neon gas that have allowed them to continue manufacturing chips, though it is unknown how long these stockpiles will last. Semiconductor manufacturers will likely pay higher prices for neon gas outside Ukraine as global supplies dwindle.
- Pat Gelsinger, the CEO of Intel, estimates the chip shortage will persist until early 2024 due to shortages of manufacturing equipment, which will continue to limit production even as the supply of semiconductor components rises.
Global Variable Message Signage Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Oceania & Southeast Asia | 1,215 |
| #2 China | 890 |
| #3 Europe | 800 |
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2
Geography Drilldown - US
Average Cost of Variable Message Signage
United States
2026 Market Pricing$5,000.00 to $XX,XXX.XX
per signAverage Price
Prices in the Variable Message Signage market range from $5,000.00 to $XX,XXX.XX, depending on Display, Mobility and Color. For example, lower prices are associated with Three-line ($5,000 to $20,000 per sign), whereas higher prices are associated with Full graphic ($20,000 to $60,000 per sign).
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Variable Message Signage Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Variable Message Signage market, prices in the US have grown 2.6% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
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Cost Analysis - Total Cost of Ownership for Variable Message Signage
Total cost of ownership is Medium in the Variable Message Signage market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs.
Negotiated Before
Customization
Installation
Transportation
Billed During
Maintenance
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -2.1 in the United States. Buyer power is most positively impacted by Recent Developments. It is most negatively impacted by Availability of Substitutes. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
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Supply Chain Risk
The average level of supply chain risk is assessed as High, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- LED Manufacturing
- Plastic & Resin Manufacturing
- Iron & Steel Manufacturing
2nd
Tier Suppliers
- Semiconductor & Circuit Manufacturing
- Petroleum Refining
- Iron Ore Mining
Biggest Variable Message Signage Suppliers in the US by Revenue
The largest Variable Message Signage vendors by revenue in the US are K&K Systems Inc., Rotapanel International BV and Solar Technology Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Swarco AG | Global | Wattens, AT | 1,001-10,000 | 10-15 | ||||
| Daktronics, Inc. | Global | BROOKINGS, SD | 1,001-10,000 | 5-10 | ||||
| Wanco Inc. | Global | Arvada, CO | 101-250 | 5-10 | ||||
| Solar Technology Inc. | Global | Allentown, PA | 51-100 | < 5 | ||||
| K&K Systems Inc. | National | Tupelo, MS | 25-50 | < 5 | ||||
| Rotapanel International BV | International | Leeuwarden, NL | <25 | < 5 | ||||
| All Traffic Solutions, Inc. | Global | Herndon, VA | 101-250 | < 5 | ||||
| American Signal Company | National | Atlanta, GA | 101-250 | < 5 | ||||
| Skyline Products Inc. | National | Colorado Springs, CO | 101-250 | < 5 | ||||
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Profit Analysis
The average profit margin across vendors in the Variable Message Signage market is 6.8% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Purchases. The cost trend for this component is stagnating, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Average vendor risk in the market is low due to strong demand outlook and slow regulatory change.
Market share concentration in the variable message signage market is low, with the top four suppliers generating less than 40.0% of market revenue.
Supply chain risk is high due to the heightened risks associated with semi-conductors, steel, and plastic.
The United States is a net importer of variable message signage, meaning it imports more than it exports. This provides buyers in the United States with access to more competitively priced goods in the market.
Supplier Information
Swarco AG
Swarco AG is a private company operating globally in the manufacturing sector. The company's offerings include traffic control signals and variable message signage. Founded in 1999, the company is currently headquartered in Wattens, Tyrol, Austria with an estimated 5500 employees. Subscribe to learn more
Daktronics, Inc.
Daktronics, Inc. /SD/ is a designer and manufacturer of display products and custom-designed and integrated systems for sporting, commercial, and transportation applications. Its product portfolio includes video displays/ video walls, scoreboards and timing systems, message displays, intelligent transportation... Subscribe to learn more
Wanco Inc.
Wanco Inc. is a private company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1984, the company is currently headquartered in Arvada, Colorado, United States of America with an estimated 175 employees. Subscribe to learn more
All Traffic Solutions, Inc.
All Traffic Solutions, Inc. is a private company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1999, the company is currently headquartered in Herndon, Virginia, United States of America with an estimated 175 employees. Subscribe to learn more
American Signal Company
American Signal Company is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1942, the company is currently headquartered in Milwaukee, Wisconsin, United States of America with an estimated 175 employees. Subscribe to learn more
K&K Systems Inc.
K&K Systems Inc. is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1997, the company is currently headquartered in Tupelo, Mississippi, United States of America with an estimated 37 employees. Subscribe to learn more
Rotapanel International BV
Rotapanel International BV is a private company operating internationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1964, the company is currently headquartered in Leeuwarden, Friesland, Netherlands with an estimated 11 employees. Subscribe to learn more
Skyline Products Inc.
Skyline Products Inc. is a private company operating nationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1970, the company is currently headquartered in Colorado Springs, Colorado, United States of America with an estimated 175 employees. Subscribe to learn more
Solar Technology Inc.
Solar Technology Inc. is a private company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1991, the company is currently headquartered in Allentown, Pennsylvania, United States of America with an estimated 75 employees. Subscribe to learn more
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Procurement Management KPIs for the Variable Message Signage Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Cost of Goods Sold and Customer Complaints. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Delivery and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Cost of Goods Sold |
|
Average cost per sign Average cost increase year-over-year |
Suppliers of variable message signage operate with a cost-plus pricing model, making the cost of goods sold a significant factor in pricing. Buyers should keep track of and measure vendors' cost of goods sold to understand the price of the signs they are paying for. Buyers should consider procuring from vendors that have stronger relationships with their own suppliers and are able to contain costs better. |
| Customer Complaints |
|
Number of complaints Number of complaints solved |
Buyers should take into account customer complaints for the product being procured. Customer complaints can give buyers a look into the most common issues associated with the supplier's variable message sign. |
Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Quality Control
How do you evaluate the quality of your work?
What are your standards for testing the quality of your signs?
Warranty
How long do your warranty options last?
Are extended warranties available?
Value-Added Services
Do you have a dedicated service department to handle any repairs my equipment may need?
What additional products and services do you provide?
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Variable Message Signage RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organizations and the locations in which they operate.
Buyers should describe their current use of variable message signage.
Statement Of Need
Buyers should include a list of the type of variable message signage products they require.
Buyers should include a description of dimensions, resolution, color, LED density, color and any other variable message sign specifications.
Project Budget
Buyers should submit a budget for the total costs associated with the project, including all delivery fees and any other fees that they may incur.
Buyers should look to bundle multiple related products to receive the best possible discounts.
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