Digital signage is now a popular way for businesses to share messages. Instead of using posters or printed signs, many companies now use screens to show updates, promotions, and news in real time.
This approach is growing fast. In 2024, the digital signage market was worth about $28.8 billion. Experts say it could reach nearly $46 billion by 2030. That means more businesses are seeing the value in using screens to communicate clearly and quickly.
If you're new to digital signage, it might feel like a lot to figure out. But with the right tools, it's simple to control all your screens from one place and make updates quickly.
In this guide, you'll learn how digital signage works, where it's used, and smart ways to get the most out of it. We'll also show how OptiSigns makes it easy to manage your screens, update content, and keep everything running smoothly.
Main Takeaways:
- Digital signage helps businesses share updates, promotions, and messages on screens
- A good setup includes screens, media players, internet, and content management software
- Many industries use digital signage to inform, engage, and guide people
- Best results come from setting goals, using strong design, and updating content regularly
- Tools like OptiSigns make it easy to manage screens and improve your signage over time
How Does Digital Signage Work?
Digital signage lets you show videos, images, or messages on screens across one or many locations. To make it work, you need four main parts:
- Screens to display the content
- Media players to run the content
- Content management software (CMS) to control what's shown
- Internet connection to send and receive updates
Screens
Screen types vary depending on your needs:
- LCD: Good for indoor use and affordable
- LED: Brighter and best for sunny or busy areas
- Touch screens: Let users interact with content
- OLED: Great for high-quality indoor visuals
Media Players
Media players are small devices that connect to your screens. Some screens have them built in, but others need a separate player. You can use:
- Dedicated players for 24/7 use
- Android boxes for simple setups
- Windows PCs for more advanced needs
OptiSigns works with all of these, and also has its own easy-to-use plug-and-play players.
Content Management Software (CMS)
The CMS acts like your control center. With it, you can:
- Upload videos or images
- Make playlists
- Schedule content
- Give different team members access
- Use templates to save time
There are two kinds of CMS systems:
Cloud vs. On-Premise Comparison
Internet Connection and Content Delivery
Your content travels to each screen through the internet. You can choose:
- Wired (Ethernet): Very stable, best for heavy content or busy areas
- Wireless (Wi-Fi): Easier to install, great if your signal is strong
Real-World Applications of Digital Signage
Here's how digital signage is used across industries:
Promote Products and Services
Digital signs are a great way to grab attention and boost sales.
- Retail promotions: Show flash sales, limited-time offers, or popular items in real time.
- Restaurant menus: Display daily specials, meal deals, or happy hour offers with bright images.
- Service showcases: Highlight before-and-after examples, reviews, or featured packages.
Share Internal Communications
Instead of filling up inboxes, use screens to keep employees informed and connected throughout the day.
- Company updates: Post announcements, schedule changes, or new policy alerts.
- Team reminders: Share task deadlines, shift changes, or performance goals.
- HR messages: Highlight open enrollment, benefit changes, or onboarding info.
Show Real-Time Information
Live updates help everyone stay on track without needing to ask or search.
- Healthcare wait times: Display estimated wait times or appointment queues.
- Transportation schedules: Show bus, train, or flight times and delays.
- Campus news: Post class schedules, event notices, or exam deadlines.
Entertain While People Wait
Make wait times feel shorter with helpful or fun content.
- Lobby screens: Show fun facts, trivia, or weather updates while customers wait.
- Clinic TVs: Play wellness tips, service info, or calming videos.
- Checkout lines: Use product tips, seasonal ads, or loyalty program info to keep people engaged.
Welcome and Onboard Visitors or Staff
A simple screen message can help new people feel part of the team right away.
- Visitor greetings: Display custom welcome messages with names or logos.
- Office directories: Show meeting times and room locations at a glance.
- New hire intros: Share fun facts or photos of new employees to help teams connect.
Celebrate Employee Recognition
Public recognition helps build morale and a sense of pride at work.
- Birthday shoutouts: Wish employees a happy birthday with their photo.
- Anniversary highlights: Celebrate work milestones with messages like "5 Years Strong!"
- Team wins: Highlight completed projects, goals met, or team shoutouts.
Support Training and Development
Screens can encourage learning by reminding employees of new chances to grow.
- Training sessions: Promote workshops, webinars, or skill-building events.
- Career growth: Share internal job openings or leadership development programs.
- QR signups: Let staff scan the screen to register or learn more.
Provide Emergency Alerts and Safety Info
Digital signage is one of the fastest ways to share critical updates.
- Live alerts: Show warnings for severe weather, lockdowns, or fire drills.
- Workplace safety: Post tips like "Wear goggles in this zone" or "Report spills."
- Outage notices: Let teams know about system maintenance or internet issues.
Drive Customer Engagement
Use screens to start a conversation with your audience and make your brand more fun.
- Social media wall: Share recent posts, event hashtags, or customer photos.
- Interactive promos: Add QR codes that link to coupons, contests, or sign-up pages.
- Product education: Play videos that explain how to use or get the most from your products.
How to Use Digital Signage Effectively: 9 Best Practices
From setup to content strategy, here's how to make sure your screens work well in any business or location.
1. Set Clear Goals and a Simple Strategy
Before you start using digital signage, ask yourself: What are we trying to do? Your goals will guide how you use your screens.
Some common goals include:
- Getting more people to notice your products or services
- Making wait times feel shorter
- Showing special deals or loyalty programs
- Sharing company updates with employees
- Giving directions or live information
- Helping customers feel more engaged and connected
Make your goals specific. For example: "Get 20% more coupon redemptions this spring" or "Cut front-desk questions in half using lobby screens." These goals help you measure how well your signage is working.
2. Choose the Right Equipment and Plan Your Budget
Pick hardware that fits your space and what you want your screens to show.
Things to think about:
- Indoor or outdoor? Outdoor screens need to be brighter and weatherproof.
- How far will people be from the screen? Bigger screens and higher resolution work better for long distances.
- How will you mount the screen? Use wall mounts, stands, or kiosks depending on your space.
- Will the screen run all day? Commercial screens are built to last longer than regular TVs.
You'll also need a media player to run your content. Some screens have built-in players. Others need an extra device.
Media player reminder:
- If you're only showing simple content like slides or menus, a built-in player or Android device might be all you need.
- If you want to show videos, dashboards, or anything interactive, a dedicated media player is a better choice.
- Already using a computer? You might be able to use that as your player, too.
💡 Budget tip: Don't forget to include setup costs, screen mounts, software, and any future updates.
3. Roll Out Your Program in Steps
If you're starting small or going big, rolling out your signage in phases helps avoid problems and keeps things on track. Try it in one or two locations before going all in.
Try this sample timeline:
- Weeks 1–2: Test your setup in 1 or 2 locations
- Weeks 3–4: Install the rest of the hardware
- Week 5: Add your content and test the schedule
- Week 6: Go live and start tracking how it's going
Using cloud-based tools (like OptiSigns) makes it easy to control everything from one place. This helps you grow from a few screens to many without changing your setup.
4. Prepare Your Team and Configure Secure Setups
Make sure your team knows how to use your digital signage tools with confidence. Everyone should understand how to:
- Upload and schedule content
- Troubleshoot simple problems (like restarting a screen or checking the internet)
- Use reports to check if the content is working
Also, take time to test your setup:
- Can people see the screen from the right angles?
- Does the content show up when and where it's supposed to?
- If it's interactive, does it work the way it should?
If you're using a platform like OptiSigns, you can also set up different roles for your team. This helps you control who can change what, keeping everything safe and organized. This is extra important when multiple people are creating or managing content across departments or locations.
5. Keep Your Designs Simple and Clear
Good design helps your messages stand out and keeps people interested. Follow these tips to make sure your content is easy to read and looks great:
Keep your message short:
- Focus on one idea per screen
- Use short headlines (under 7 words) and just 1–2 lines of text
- Choose big, bold fonts that people can read from far away
Use strong visuals:
- People notice pictures more than words
- Use clear images (1920x1080 or better)
- Add photos or branded videos when possible
- Use gentle movement (like fading or scrolling) to highlight key parts
Stay consistent:
- Use the same colors and fonts for every screen
- Stick to your brand's look and feel
- Don't clutter your design with too many different styles or messages
6. Plan and Schedule Your Content
One of the best parts of digital signage is that you can keep your content fresh. A smart schedule helps you show the right message at the right time, without needing to update it every day.
Use a content management platform like OptiSigns to help you plan ahead. Here are some tips:
- Dayparting: Show different content depending on the time of day (like lunch specials at noon or reminders in the morning)
- Rotation: Change your content every week or two, so people don't get bored
- Playlists: Group your content by weekday, weekend, holidays, or promotions
- Automation: Use rules to change your screen content based on the time, location, or event
With a good schedule, you can plan it once and let your system do the rest, keeping things fresh and on-brand without extra work.
7. Place Your Screens in the Right Spots
Where you put your screens matters just as much as what they show. You want people to notice your content without having to stop and search for it.
Smart places to install screens include:
- High-traffic areas: Like entrances, lobbies, and elevators—places where lots of people walk by.
- Dwell zones: Like waiting rooms, checkout lines, or seating areas where people stand or sit for a while.
- Decision points: Like menus, product displays, or service desks, where people are about to make a choice.
Tips for setup:
- Hang them at eye level so people don't have to look up or down.
- Avoid putting them where sunlight or glare can block the screen.
- Use the right size screen for your space. Larger areas may need bigger screens.
- Choose screen direction carefully—horizontal works well for wide content, while vertical is great for tall or narrow spaces.
- Test visibility throughout the day and from different angles to make sure your content is always clear.
8. Measure What's Working
To know if your signage is helping your business, you need to track the results. It's not just about looking nice—it should make a difference you can see.
Check sales and customer actions:
- Product sales: Did a promotion on your screen lead to more sales?
- QR code scans or short link visits: Are people using what you show them on-screen?
- Customer or employee feedback: Are fewer people asking questions at the front desk or help center?
Check system performance and content reach:
- Proof-of-play: Make sure your content actually ran on the screens.
- Uptime: See how often your screens and media players are online and working.
- Engagement analytics: Some systems show how different screens or content pieces perform in specific places.
Using a tool like OptiSigns makes it easy to collect and review this data. You can learn which content is working best and make changes that lead to better results over time.
9. Keep Your Setup Running Smoothly
Even the best digital signage setup needs regular care to stay in top shape. Simple checks can help you avoid screen problems and make sure everything looks great.
Create a maintenance routine:
- Wipe screens regularly to remove dust, fingerprints, or smudges.
- Check cables and power connections at least once a week.
- Review your content monthly to make sure it's still accurate and up to date.
- Use your analytics to see which screens or playlists need updates or improvements.
Common problems and quick solutions:
Many systems, like OptiSigns, offer tools to help with this. You can monitor your screens from your dashboard, get alerts if something goes wrong, and fix issues faster, without needing to be on-site.
Empower Your Business With OptiSigns
Digital signage is a smart way to share messages with your team and your customers. With OptiSigns, you get simple tools that help you create and show great content on any screen.
You can use ready-made templates or upload your own designs. Everything is easy to manage from one dashboard—whether you have just one screen or many.
Ready to get started? Try OptiSigns for free and see how easy it is to make your screens more useful and exciting.
