Digital Signage: A Complete Guide

A digital signage guide for integrators all about the benefits, display technologies, software and top brands to know.

(Editor’s Note: This post is part of Commercial Integrator’s on-going series of informational guides of topics relevant to integrators. This page was originally published on May 12, 2023 and has been updated as of August 25, 2023.)

No mater the size or shape, digital signage has revolutionized the way businesses communicate with their audience. It can span from the glitzy DVLED displays in high-end retail, huge-scale projection mapping to showcase artists’ work or eye-popping tiled-LCD videowalls that decorate walls in corporate lobbies. But digital signage and videowalls are about more than just wow! factor; much more importantly, they’re about measurable ROI and concrete results.

According to the Audiovisual and Integrated Experience Association’s (AVIXA) research, digital signage is expected to produce $35 billion in global revenue and achieve a 7% compound annual growth rate (CAGR) from 2021 to 2026. The LED marketplace, in the U.S. alone, is $1.08 billion dollar, with a projected 20.5% rate of year-over-year growth. Thus, it presents a lucrative opportunity for audiovisual integrators. Keith Yandell, AV practice director, AVI Systems, attests that AVI Systems completed more than 150 videowall projects in 2022. “Our videowall business more than doubled from the previous year,” he says. “This is due in part to DVLED price reductions, but manufacturers have also simplified the process through all-in-one/kitted solutions.”

This digital signage guide will cover:

Digital signage is a term used to describe electronic displays that are used to broadcast multimedia content that can be composed of stunning images, vivid videos and informative text messages. These digital displays can be found in numerous public places that include but are not limited to restaurants, airports, hospitals and corporate offices.

The primary purpose of digital signage is to communicate information, promote products and enhance communication. With features like real-time updates, engaging content and incredible attention-grabbing capabilities, digital signage has transformed the way businesses communicate with the public and continues to be an innovative way to draw in and retain customers.

Digital signage is rapidly gaining popularity due to its numerous benefits. Here are some of the advantages of using digital signage:

Alan Brawn, renowned AV industry legend and columnist for CI explains how DVLED is quite different from flatpanel LCD displays and projection, and it’s critical for AV professionals to identify and understand the divergences in this article.

LG’s transparent OLED touch display in museum.

Organic light-emiting diode (OLED) and MicroLED are two emerging technologies whose benefits and limitations might shape the large-format display landscape. Eran Sharon, creative technology director/associate at Gensler, describes these emerging technologies as “…a fantastic technology, which offers form-factor flexibility and excellent color/image quality.” He adds, “In fact, we are developing transparent OLED solutions — both physical and content — to seamlessly expand the digital canvas into the built environment, supporting some of the new demands of hybrid experience.” Thus, Sharon predicts OLED will gain momentum, particularly as larger formats and bezel-free, tile-able OLED products come to market.

Digital signage content is the foundation of any successful digital signage campaign. Dalton Parker, chief technology officer, TVS Pro, says, “A truly great signage experience has both [content and environment] in mind. The content matches the physical environment, and the environment complements the content on display.” Only when these elements align with and amplify each other, he declares, can a truly memorable and impactful experience emerge. The content should be visually appealing, engaging and provide clear communication.

Here are some tips for creating effective digital signage content:

Most commercial integrators fall on the side of partnership, rather than building out new core competencies in content. The costs of the displays have dropped dramatically, but content has grown to be quite expensive. According to Jeff Vinklarek, senior vice president, i.e. Smart Systems, “We did a corporate headquarters in 2016 that had $3 million in signage displays and $5 million in content creation.” This means that, even as hardware costs come down, the barrier to entry can remain somewhat high for clients who want to create truly impactful display experiences.

Placing your digital signage in the right location is crucial to success. Here are some tips for effective digital signage placement:

Managing digital signage can be challenging without the right tools. Here are some tools that can help you manage your digital signage:

Ken Kalish, sales director, key accounts, with Absen, chats with Commercial Integrator’s editor-in-chief, Dan Ferrisi, about the emerging trends in large-format displays. Watch the complete interview here, on check out other digital signage related videos on CI’s YouTube Channel.

Digital signage is a powerful tool that can help clients engage with their audience, increase brand awareness and improve sales. Large-format displays represent the ideal category for integrators not merely to be resellers but, rather, to focus on selling knowledge, consultation, expertise and value. Nobody wants to buy just a screen, they want to buy a business result.

By following the tips outlined in this guide, you’ll be well on your way to executing your next successful digital signage project.

We hope you’ve enjoyed this digital signage guide. If you have any feedback, please share it with [email protected].

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Commercial Integrator is dedicated to addressing the technological and business needs of professional integrators who serve the small and midsize business market. Whether you design, sell, service, or install… work on offices, churches, hospitals, schools or restaurants, Commercial Integrator is the dedicated resource you need.

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