Digital signage has evolved from simple screens displaying static advertisements to dynamic, interactive systems that engage audiences in real-time. Whether you’re a retailer, corporate office, healthcare provider, or manufacturing plant, building an effective digital signage strategy is crucial to leveraging its full potential. Digital signage not only grabs attention but can also enhance communication, promote engagement, and improve customer experiences. But to harness these benefits, you need a clear strategy.
Luckily at REACH Media Network, we’re here with you every step of the way to ensure your digital signage solution is prepped for success. Through our account management and install coordinator teams, we’ll make sure your hardware and software are up to standard and ensure screens are properly connected. Additionally, if you require any creative services, our creative team can help brand your screens with a sleek, professional look. Of course, our 24/7 support means someone is always available to help as well. Hence, the first thing to ensure a successful signage strategy is to ensure you have a great team behind you. Now that that base is covered through REACH Media Network, here are some additional tips to help you hit the ground running.
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DEFINE YOUR OBJECTIVES
The first step in building any successful signage strategy is to define what you aim to achieve. Digital signage can serve a variety of purposes, so understanding your specific goals is key. Are you aiming to boost sales, inform employees, improve customer satisfaction, or enhance brand visibility? Your objectives will drive the content, placement, and technology choices throughout the process.
For example, a production plant may tell us they want to implement some signage on the floor and plan on using Microsoft integrations. From there, we may recommend integrating PowerBI to help show important metrics and production goals. Additionally, utilizing Outlook or Exchange can help staff stay on track and prepare for important deadlines. Leveraging technology to improve efficiency will yield positive results for your overall strategy.
KNOW YOUR AUDIENCE
Understanding your audience is paramount in creating relevant and engaging content. Consider the demographics, preferences, and needs of your target group. The content and design of your digital signage should cater to these nuances. For instance, retail signage targeting millennials may feature bold visuals, interactive touchscreens, and social media integration, while signage for older audiences may prioritize simplicity and readability. Each of these respective groups requires different approaches. For instance, you will use bigger, bolder fonts to appeal to older audiences than you might for a younger audience. Alternatively, modern trends, slang, and video can help reach the younger crowd.
Having this understanding will also inform the placement of your displays. Location is a crucial component of an effective signage network. In a busy store, screens should be positioned in high-traffic areas, especially if customers will be waiting in line. In fact, media in line has been shown to reduce perceived wait times by about 33%. This can encourage repeat visits and more purchases. In an office, digital screens can be placed in common areas like break rooms or elevators to ensure employee engagement and disseminate internal information.
CHOOSE THE RIGHT TECHNOLOGY
A crucial element of any digital signage strategy is selecting the right technology. This includes displays, media players, content management systems (CMS), and interactive solutions. The choice of hardware and software will depend on your goals, audience, and budget.
- Displays: Consider the type of display that best suits your environment. For outdoor environments, you’ll need weatherproof, high-brightness screens that can withstand the elements. For indoor settings, LED or LCD screens may be more cost-effective options. Additionally, screen size, resolution, and orientation (portrait or landscape) should align with the content you plan to display. We typically recommend a 42in screen minimum placed around 7-10ft away from your viewing distance.
- Media Players & CMS: The media player is the hardware responsible for delivering content to the display, while the CMS is the software platform used to create, schedule, and manage content remotely. Choose a CMS that’s user-friendly and scalable, allowing for easy updates and content changes. Look for systems that allow real-time scheduling and integration with other systems, such as social media, weather, and news feeds.
- Interactive Technology: If engagement is a primary goal, incorporating touchscreens, motion sensors, or QR code functionality can enhance the experience. Interactive digital signage enables users to access information, make selections, and interact with your content, increasing dwell time and engagement.
CREATE COMPELLING CONTENT
Content is the heart of your digital signage strategy. It’s not enough to just show a series of ads; your content needs to be engaging, relevant, and visually compelling to capture attention and drive action.
- Keep it Short & Sweet: Attention spans are short, especially in a busy public space. Focus on delivering concise messages that are easy to digest. Realistically, you only have a few seconds to make an impact on people passing by. Visuals should dominate, with text kept to a minimum. Use high-quality images and videos to convey your message quickly and clearly. Audio can convey a message quicker than having to read a scrolling text.
- Consistency & Branding: Your digital signage content should align with your overall brand aesthetic. Ensure that colors, fonts, logos, and tone of voice are consistent with your other marketing materials. This helps create a unified brand experience, reinforcing your message and improving brand recognition. As mentioned previously, if you need help branding your signage layouts, our creative team can help you achieve the ideal look.
- Dynamic & Real-Time Content: One of the main advantages of digital signage is its ability to display real-time updates. Use this to your benefit by incorporating live data, like news, weather, or social media feeds. For example, a retail store can showcase real-time product availability, or a corporate office can display performance metrics.
- Tailor Content for Locations & Contexts: Content should be personalized based on the location and the context in which it is displayed. A digital display in a hotel lobby may feature welcome messages and local information, while one in a restaurant could highlight specials and promotions. Context-aware content is more likely to resonate with viewers and drive action.

OPTIMIZE PLACEMENT & DISPLAY SCHEDULING
Strategic placement of your digital signage is essential for maximizing visibility and engagement. Consider the flow of traffic in your space and place displays where they will be most effective. High-traffic areas like entrances, waiting areas, elevators, and corridors are prime locations for digital signage.
When scheduling your content, think about the time of day and the context in which your audience will be interacting with the signage. In a retail environment, you might schedule promotional content during peak shopping hours, while in an office setting, company announcements can be scheduled during breaks or shift changes. Digital signage systems often allow you to schedule content by time of day, day of the week, or even in response to real-time data (e.g., weather conditions).
INTEGRATE WITH OTHER CHANNELS
REACH Media Network offers hundreds of third-party apps and integrations. These integrations can expand your content potential to bring in even bigger audiences through engaging content. For instance, third-party news outlets can entertain viewers while also informing them on important news or rising trends. Or if your company has all its events and upcoming meetings on an external calendar software, you can integrate that with REACH Media Network’s CMS and automatically pull those events into your displays.
MONITOR & MEASURE PERFORMANCE
Once your digital signage is live, continuous monitoring and optimization are key to ensuring its effectiveness. It’s important to track performance metrics such as audience engagement, content reach, and conversions. Many digital signage platforms provide analytics to measure content performance, allowing you to adjust your strategy based on what works and what doesn’t.
For instance, consider increasing its frequency if certain content consistently garners higher engagement. Alternatively, if specific content isn’t resonating, experiment with new designs or messaging to improve results.
STAY FLEXIBLE & EVOLVE
The digital signage landscape is constantly evolving, with new technology and trends emerging all the time. As such, your digital signage strategy should be flexible and adaptable. Regularly review and refresh your content to keep it relevant and engaging. Experiment with new technologies like augmented reality, AI, or interactive elements to stay ahead of the curve and maintain a fresh, engaging experience for your audience.
CONCLUSION
Building an effective digital signage strategy requires a clear understanding of your objectives, audience, and technology needs. By choosing the right hardware, creating compelling content, and strategically placing and scheduling displays, you can maximize the impact of your digital signage. Integration with other communication channels and continuous performance monitoring will help you refine your approach, ensuring that your digital signage remains effective and delivers tangible results. With a solid strategy in place, digital signage can become a powerful tool for engaging customers, enhancing communication, and driving business success.
READY TO START YOUR DIGITAL JOURNEY?
Discover how digital signage can transform your communication strategy. Reach out to REACH Media Network today to learn more about our solutions, explore custom integrations, and see how we can help you connect with your audience in meaningful ways.