Don’t look now, but here comes the future of digital signage

Unless you live in a remote part of the country, chances are fair that there’s a digital sign within a few blocks of where you live. Digital signs are everywhere now, and the market around them is projected to rise to $32B by 2026 from $17.23B in 2018.

The industry around digital signs has definite momentum – and in the age of AI and data insights the prospect of an increasingly smarter, “predictive” digital sign can only increase that momentum.


Key elements
The growing popularity of digital signage is tied to the way it can increase brand awareness, inspire and excite customers to spend more, and improve the customer experience – even how loyal. Here’s how:

  • Relevance – It’s imperative that companies push the right message to the right set of consumers at precisely the right time. After all, point-of-sale signage that pushes burgers instead of skincare products outside a health and supplements store is unlikely to sell many burgers. But move that digital sign to the top of the escalators, a few steps from the food court, and suddenly a loser becomes a winner. Relevance and context are key.
  • Flexibility – Unlike a traditional ad, digital signage gives you the ability to tailor your message to consumers on a minute-by-minute basis. A great example of this is a digital billboard looming over an expressway, which might deliver one set of messages during weekday “rush hour” and another more youth- or family-centered set on weekends.
  • Novelty – Today’s sensorily overloaded consumer perceives selectively. Because there’s so much, we filter. This is where digital signs have an edge over traditional media. Digital allows for the integration of words and images to create something captivating This gives companies a better chance of capturing people’s attention and keeping it long enough to make an impact.

A look behind the screen
For the companies selling or reselling digital signage, there are multiple challenges. Product design, how to push forward with affordable innovation, what kind of analytics to include, when and how to link signs are just a few of the challenges faced by signage integrators.

If you want to get a better handle on those challenges, plan to attend a ITWC special briefing on September 16th, Digital signage: A look behind the ever-changing screen.

In this interactive discussion, ITWC CIO Jim Love will be joined by Dana Oldridge of Intel and Johanny Payero of Lenovo for a look at the latest trends in digital signage. They will answer the questions most frequently asked by signage integrators.


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Jim Love, Chief Content Officer, IT World Canada

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Glenn Weir
Glenn Weir
Content writer at IT World Canada. Book lover. Futurist. Sports nut. Once and future author. Would-be intellect. Irish-born, Canadian-raised.

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