Personalization of Digital Signage Improving ROI

By Justin Alexander, DS Solutions Engineer - 8 May, 2023
Collaboration & UC
8 Minutes Read

Digital signage allows for dynamic, eye-catching displays that can effectively communicate information to audiences in various settings. It can be used for advertising, wayfinding, event promotion, and more. Digital signage can capture and hold people’s attention like traditional static signage cannot. By incorporating multimedia content such as video and animations, digital signage can increase engagement and leave a lasting impression on viewers. With digital signage, content can be updated and changed easily and quickly, allowing for greater flexibility and adaptability. This means that content can be tailored to specific audiences or events and can be changed in real time.


Standalone digital signage: Often used for basic messaging, such as displaying a menu or directory, this simple system consists of a display screen, media player, and software.

Cloud-based digital signage system is managed remotely through a web-based interface, allowing for real-time updates and content scheduling. This signage is ideal for businesses with multiple locations or remote teams.

Interactive digital signage: Commonly used in retail, hospitality, entertainment, and wayfinding applications, this signage allows users to interact with the display through touchscreens, gesture recognition, or other input devices.

Video walls are multiple displays arranged in a grid to create a larger, more immersive display. They are often used in large public spaces like airports and sports stadiums or smaller spaces like building lobbies and conference rooms. These walls can be eye-catching to show off your brand and increase the WOW factor of your office.

Outdoor digital signage is designed to withstand harsh weather conditions and is often used for advertising or wayfinding in outdoor environments. These displays can be interactive to allow the user to find a local store and then scan a QR code to get the directions on their phone. This system can also take a selfie and upload it to social media to allow you to check in to the latest city hotspot.

Digital menu board displays are commonly used in restaurants and cafes to display menus and promotions. They can be updated in real-time and are often integrated with POS systems that automatically alert you when you need to order more French fries due to increased sales and remove things from the menu when you run out.

Digital signage kiosks are freestanding displays that allow the user to interact with the screen often used in retail environments to provide information or facilitate transactions. However, the corporate is quickly adapting these screens to be used for visitor and employee checks-in and wayfinding within the buildings. Higher Ed has also seen the use of these systems for on-campus wayfinding, helping people get to the proper buildings.

Manufacturing Floors: Often manufacturing floor can be loud, making it hard to communicate. Digital Signage screens can be integrated with the manufacturing plant systems to give the operators real-time data. System alerts can also be triggered in the event of a problem where multiple screens and email alerts can be quickly sent out.

Scheduling Panels: Many times, these scheduling panels need to be remembered as digital signage endpoints, but along with showing a conference room schedule, these panels can display essential announcements and alerts.

Conference Room / Classroom Screens: The in-room displays can be used as a digital signage endpoint along with the scheduling panels. However, instead of showing the corporate announcements here, these screens can show brief instructions on how to use the technology in the room. A bonus is to add an RSS feed with your corporate announcements so that while people are walking and preparing for a meeting, they can be reminded to finish the Security Awareness training the HR sent out last week.

Remote Workers: Since the pandemic, remote work has become the norm for many originations. Reaching these workers with announcements and alerts has become challenging. Integrating your digital signage into an app on the user’s desktop or a Teams channel that can alert them of new announcements can be an uncomplicated way to keep them in touch with the company business.

These are just a few examples of the types of digital signage systems available, and many systems may incorporate elements of several different types to meet specific needs.

Market Growth

There has indeed been significant growth in the digital signage industry over the past two years, and this trend is expected to continue in the coming years. The global digital signage market size was estimated at 24.86 billion in 2022 and is expected to expand at a compound annual growth rate of 8.0% from 2023 to 2030. (

The COVID-19 pandemic has played a significant role in driving the growth of the digital signage market. With the need for social distancing and the closure of physical stores and venues, businesses have turned to digital signage to communicate with their customers and employees. Digital signage has become a crucial tool in conveying important information, such as safety protocols, wayfinding, and updates on business operations.  One major trend that is likely to shape the industry is the use of artificial intelligence (AI) and machine learning (ML). With advancements in AI and ML, digital signage will become more intelligent, allowing it to personalize content and interact with viewers in real-time. This will lead to a more engaging and immersive experience for viewers, which can lead to increased brand awareness and loyalty. Other trends like augmented reality (AR) and virtual reality (VR) technologies can create immersive and interactive experiences that can be used in various settings, such as retail stores, museums, and theme parks. With the growing popularity of AR and VR, we can expect to see more digital signage solutions incorporating these technologies in the coming years.


Wayfinding has also had a significant impact on the growth of digital signage. Wayfinding refers to using signage and other informational tools to guide people through physical spaces, such as buildings, campuses, or events. In the past, wayfinding was primarily accomplished through static signs and maps, but with digital signage, wayfinding has become much more dynamic and interactive. Digital wayfinding can display interactive maps, directions, and other helpful information that can assist visitors in finding their way around. In addition, wayfinding can be updated instantly, making it much more flexible and adaptable than traditional static signage. The space planning and real estate teams with an organization don’t have to worry about updating multiple systems or contacting the marketing teams to update floor plans or office names. With the use of APIs, the digital signage system can immediately check the space planning application and pull in the necessary details to update the wayfinding digital signage. Learn about New Era’s Wayfinding Project at the Indianapolis International Airport to see Wayfinding in-action.

Managed Services

Digital signage requires a range of managed services to ensure that it operates smoothly and effectively. Typically a small team is assigned to constantly think about fresh new content, fixing a player, or other issues. In smaller organizations, this usually is not the primary function of this team and they can take hours out of their schedule to keep things running. In larger organizations, this team has more significant tasks to focus on. However, a good managed services company (like New Era) can assist with those requests, allowing your teams to stay focused on the bigger projects and tasks. Here are some examples of managed services that are commonly needed for digital signage:

Content management: Digital signage requires a steady flow of fresh and relevant content. A content management system (CMS) is needed to organize and schedule content, manage playlists, and ensure the right content is displayed at the right time. Through the use of a managed services agreement content updates can be completed as often as the customer wished.

Network monitoring: Digital signage networks must be monitored to ensure that all screens function properly and that content is displayed correctly. Network monitoring services can detect and resolve network connectivity problems or hardware malfunctions.

Remote management: Digital signage networks are often spread out across multiple locations. Remote management services can enable administrators to control and update content on all screens from a central location.

Security: Digital signage networks can be vulnerable to cyberattacks. Security services can provide firewalls, antivirus software, and regular system updates to protect digital signage networks from security breaches.

Analytics: Digital signage networks generate a wealth of data, such as viewership statistics and user engagement metrics. Analytics services can provide insights into how viewers are interacting with content, which can be used to improve the content and drive better results.

Technical support: Technical support services can assist with installing, troubleshooting, and maintaining digital signage networks.

Overall, digital signage systems can be as complicated or easy as your business needs. From one endpoint to thousands New Era has the tools and resources to assist you with your digital signage goals. Contact us today to learn more.

Author: Justin Alexander, DS Solutions Engineer

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