When most people think of digital signage, they picture massive ads lighting up Times Square or the flashy displays along the Las Vegas Strip. And for good reason — digital signage reaches 135 million people each week and has an impressive 83% recall rate, highlighting its power as a promotional tool. While large-scale displays are impactful, smaller displays located in common places throughout your organization offer a subtle yet consistent opportunity to celebrate your brand or conveniently disseminate information. In fact, digital signage can be its most effective in intimate settings, reinforcing your brand story one screen at a time.
When your displays are not in use, they are a great way to promote upcoming events, advertise to visiting prospects and customers, and efficiently share updates. Digital signage acts as an extension of your brand and your culture. This not only creates greater opportunity for brand exposure but optimizes the utility of your existing display technology investments, increasing your ROI.
Digital Signage: Where to Start
Deploying a digital signage strategy doesn’t require excessive resources. Applications that allow users to create branded digital content as an endpoint (i.e., URL, slide deck), which then link to their local displays is a simple but effective strategy. You also have the option to integrate with a digital signage player to optimize your flexibility and impact.
Solutions with cloud-based components make it easier to manage content, schedules, calendar integrations and more — all from a central platform. This flexibility opens the door to a wide range of digital signage uses, from sharing instructional or promotional videos to posting event updates, alerts or daily reminders. As your organization’s needs shift, digital signage remains a simple, adaptable tool for keeping people informed and engaged.
Digital signage offers ample opportunity to leverage displays without overhauling your existing tech stack.
Universities are a powerful example of how digital signage can go beyond basic communication to amplify brand identity across campus. From student centers to athletic facilities, schools are increasingly using displays to reflect their unique culture and voice — turning every screen into an extension of their brand.
One standout example is Stevens Institute of Technology, which brings its school spirit to life by featuring its mascot and team colors across their signage. These vibrant displays do more than catch the eye — they share event updates, student announcements, and real-time campus info that informs, invites and entertains passersby. It’s a smart, impactful way to stay connected with students while reinforcing the university’s identity in every corner of campus.
Related: Digital Signage: A Complete Guide
Smart Digital Signage
For organizations managing hundreds of meeting spaces across global locations, digital signage has become a critical tool — not just for brand alignment, but also for operational efficiency. When deployed with purpose, signage can transform underused spaces into smarter, more responsive environments that serve both the brand and the people in the room.
WeWork is a prime example of this approach. With over 500 locations and thousands of meeting rooms worldwide, they use dynamic digital signage to streamline room usage and deliver a consistent member experience.
WeWork leverages , customized digital signage content that integrates with APIs to dynamically update information displayed on the screen. Dynamic digital signage offers a flexible way for organizations to share branded content or videos while still displaying dynamic elements — like screen keys — that help members connect and engage in real time. By integrating their signage with room scheduling systems and presence detection technology, WeWork is able to display real-time prompts — encouraging members to book unreserved rooms before continuing meetings, reducing conflicts and maximizing space utilization.
“Since we’ve deployed digital signage in this way, we have seen a dramatic increase in positive experience reported. Complaints have gone down, tickets have gone down…it’s a great improvement,” says Jacob Robinson, Sr. Director of Engineering at WeWork.
Digital Signage Your Way
With the digital signage market expected to soar to $50.6 billion by 2032, every idle display is an opportunity. When displays are not in use, they are ideal ways to share information and drive home your brand message. Incorporating them into your digital signage strategy is a simple and effective way of maximizing ROI using existing wireless collaboration tools.
Courtesy / Mersive Technologies
Joel Carroll has over twenty years of experience in AV and serves as an expert voice in the industry. He has written several thought leadership pieces and hosted webinars discussing trends for AV in education, the role of AI/ML in AV and more. Follow Joel Carroll to stay updated on the AV industry and Mersive Technologies.
