Procurement Market Intelligence Report

Variable Message Signage
Sourcing Guide & Market Intelligence

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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

Elevated Tariffs are increasing prices for law enforcement, security and safety equipment

  • On April 9, the Trump Administration announced a 90-day pause on the previously implemented country-specific tariffs and implemented a blanket 10.0% tariff rate on all imports in the interim. Additionally, on May 12 the administration lowered tariffs on most Chinese imports from 145.0% to 30.0% for 90 days.
  • As a result, all foreign suppliers in law enforcement, security, and safety equipment face significantly increased costs when selling products to US buyers, and domestic manufacturers of these goods 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 industry, providing high quantities of goods such as safes, locks, security cameras, security systems, and personal protective equipment.
  • Elevated tariffs are likely to impact pricing and supply chains in this industry due to US 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 5.8% average increase in metal product prices, impacting products such as security gates and safes, stemming from these tariffs. Electronic security devices, such as cameras or metal detectors. In the personal protective equipment market, prices are forecast to rise by between 6.4% and 16.9%.

China bans exports of rare minerals to the United States

  • On December 4, China announced a ban on all exports of gallium, germanium, graphite, and antimony to the United States, escalating existing trade restrictions on these materials.
  • China is the leading global producer of each of these metals, producing 98.3%, 67.9%, 62.0%, and 48.2%, respectively, of the world’s gallium, germanium, graphite, and antimony supplies, respectively.
  • The United States can still access these resources from other trade partners who make up most of the remaining global supply of the impacted commodities, such as Canada, Japan, and Brazil.
  • However, the loss of supply from China, the leading producer of these materials, will increase prices and supply chain risk in a range of markets that rely on the affected metals, such as the semiconductor, batteries, and solar cell markets.
  • China’s export ban on these materials is in retaliation to expanded US export bans on advanced semiconductor manufacturing equipment and technologies to China announced two days prior. This ongoing trade dispute adds further uncertainty to technology markets, which are often reliant on components and materials exported from China.

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/RegionNumber of Suppliers
#1Oceania & Southeast Asia1,215
#2China890
#3Europe800

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  • Canada
  • United States
  • Mexico
  • Latin America
  • South America
  • India
  • China
  • Europe
  • Africa & Middle East
  • Australi & New Zealand
  • Oceania & Southeast Asia

Geography Drilldown - US

Average Cost of Variable Message Signage

United States
2025 Market Pricing
$5,000.00 to $XXX,XXX.XX
per sign

Average Price

Prices in the Variable Message Signage market range from $5,000.00 to $XXX,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 $175,000 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 declined -4.3% 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)

-4.3%

Compound Annual Growth Rate
United States (2025-2028)
Compound Annual Growth Rate
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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

The type of variable message signage, such as the size, shape, color, and mobility of the sign, is negotiated beforehand.

Installation

Installation by the supplier or a third-party installer is generally negotiated before purchasing the signage.

Transportation

Transportation from the supplier is generally negotiated and charged to the buyer with the price of the sign itself.

Billed During

Maintenance

Maintenance is costly, especially for permanent and large variable message signs. The Washington State's Department of Transportation estimates the average annual maintenance cost of permanent signs to be around $5,000.

Buyer Power in Procurement Negotiations

In 2025, buyer power amounts to -1.1 in the United States. Buyer power is most positively impacted by Recent Price Volatility. It is most negatively impacted by Recent Price Trend. Subscribers can access details on eight other factors that impact buyer power. Learn more

United States
-1.1

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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 Rotapanel International BV, K&K Systems Inc. and Solar Technology Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more

SupplierOperational SizeHeadquartersNumber of EmployeesMarket Share (%)Market Share Performance (3yr trend)Total Revenue ($ million)Profit Level (%)Risk Level
Swarco AGGlobalWattens, AT1,001-10,00010-15
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Daktronics, Inc.GlobalBROOKINGS, SD1,001-10,0005-10
Wanco Inc.GlobalArvada, CO101-2505-10
Solar Technology IncGlobalAllentown, PA51-100< 5
Rotapanel International BVInternationalLeeuwarden, NL<25< 5
K&K Systems Inc.NationalTupelo, MS25-50< 5
Ver-Mac Industries Inc.InternationalQuebec, CA101-250< 5
Skyline Products Inc.NationalColorado Springs, CO101-250< 5
American Signal CompanyNationalAtlanta, GA101-250< 5

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Profit Analysis

The average profit margin across vendors in the Variable Message Signage market is 6.6% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2024 and 2025. To understand cost forecasts for 2026 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

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

Daktronics, Inc.

Daktronics, Inc. is a public company operating globally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1968, the company is currently headquartered in BROOKINGS, South Dakota, United States of America with an estimated 2477 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 1990, the company is currently headquartered in Atlanta, Georgia, United States of America with an estimated 175 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

Ver-Mac Industries Inc.

Ver-Mac Industries Inc. is a private company operating internationally in the manufacturing sector. The company's offerings include variable message signage. Founded in 1957, the company is currently headquartered in Quebec, Quebec, Canada 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

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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.

KPILevel of Importance (1-5)MeasurementsKey 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.

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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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