Digital Signage – The Future of Advertising



Digital signage is no longer a new technology. It has cemented its place as an effective advertising and marketing medium. With advancements in display technology and content management systems, digital signage is becoming more powerful and affordable. In this article, we will explore the growth of digital signage industry and how it is shaping the future of advertising.

What is Digital Signage?

Digital signage uses display screens like LED displays, LCD displays and projectors to deliver scrolling messages, presentations, videos and digital images. The content is managed via a content management system (CMS) and delivered to screens through a media player or digital signage software. These displays are installed in public spaces like retail stores, hotels, restaurants, corporate offices, hospitals and others to engage customers and employees.

Rise of the Digital Signage Industry

The digital signage industry has grown significantly in the last decade.According to a report by MarketsandMarkets, the global digital signage market size is projected to grow from USD 15.5 billion in 2020 to USD 30.3 billion by 2026, at a CAGR of 12.6%. This growth can be attributed to increased adoption of digital signage across various industries for marketing, informing and entertaining audiences. Some key factors driving the growth of digital signage include:

– Affordability: Falling display prices and availability of low-cost media players have made digital signage affordable for small and medium businesses. Many digital signs now use Android-based devices for playback which has further reduced costs.

– Content Management: Modern CMS platforms allow easy management of playlists, schedules and content from any location. Cloud-based systems have removed the need for on-premise servers.

– Advancements in Display Technology: The availability of high-brightness, high-resolution LED and LCD displays has enhanced viewer experience. Bezel-less displays and video walls enable immersive experiences.

– Growth in Retail and QSR Industries: Rising shopping malls and quick-service restaurants are major adopters of digital signage to promote offers, menus and build branding. Wayfinding displays also improve customer experience.

– Expanding Use Cases: Digital signage is finding applications in education with interactive displays, healthcare for patient engagement, corporate for internal communications and public spaces for local authorities.

Digital Signage – The Future of Advertising

As digital signage adoption grows, it is rapidly evolving as a mainstream advertising medium that can complement traditional out-of-home (OOH) advertising. Some trends that will shape the future of digital signage advertising include:

Interactive Digital Signage

Today’s digital signs are becoming increasingly interactive with the use of touchscreens, gesture recognition, beacons and other proximity technologies. Audience engagement levels are rising through interactive kiosks, quizzes and games. Touchscreen menus are replacing printed ones in QSR chains. This interactivity will make digital signage highly personalized and impactful.

Programmatic Digital Advertising

Programmatic buying of digital signage ad inventory using real-time bidding (RTB) is gaining popularity. Inventory across multiple screens and locations can be targeted based on demographics. Advertisers can precisely plan campaigns, measure outcomes and optimize spend. This brings much-needed transparency to OOH campaigns just like online advertising.

DOOH goes Hyperlocal

Proximity positioning and geofencing allow delivery of location-specific and hyperlocal content to digital signs. For example, a retailer can promote offers relevant to customers detected near certain areas of the store. Public authorities can share community alerts. This makes digital signage highly contextual and engaging for audiences.

Immersive Experiences with Video Walls

Where single screens deliver basic messaging, videowalls are used to offer immersive experiences through panoramic video playback. Museums, stadiums and airports are using videowalls extensively. They integrate well within architectural interiors. We will see more deployments at public places to enhance audience experiences.

Personalized Signage

Digital signage is moving towards anonymized personalization by analyzing in-store behaviors and demographics. Ads and offers targeted to individuals based on real-time behaviors can influence purchase decisions. Personalized welcome messages using facial recognition also deliver “wow” experiences. Offline personalization will be a big trend.


Digital signage adoption is accelerating globally due to its ability to deliver impactful omni-channel brand experiences. Its convergence with technologies like interactivity, proximity positioning and video will make signage an integral part of public communication strategies. Programmatic buying and real-time optimization will bring efficiency to DOOH campaigns. The future looks bright as digital signage evolves to become highly personalized and immersive.


  1. Source: Coherent Market Insights, Public sources, Desk research
  2. We have leveraged AI tools to mine information and compile it