Rethinking Digital Signage for Long-Term Value

With digital signage entering a more mature phase and European Sign Expo 2026 starting soon, Alberto Masserdotti, FESPA board member and CEO of Masserdotti Group, explores how organisations can build digital signage strategies that deliver relevance, resilience and real return on investment…

Over the last few years, the digital signage market has entered a new phase of maturity. After a period of rapid advancement, the sector has stabilised, allowing brands to pause, take stock and think more strategically about how digital screens fit into their wider communications and commercial objectives. Yet, while the market may be stabilising, innovation is not.

One of the most significant developments shaping digital signage today is the display technology itself. The arrival of new LED walls – particularly those that use microLED technology – has transformed what is possible in public-facing environments. These solutions deliver extraordinary visual performance while significantly reducing energy consumption, compared with traditional screens. As brands and event venues strive to reduce their environmental impact, efficiency will be more important than ever before.

Muti-purpose modes

However, technology alone is rarely the deciding factor in the success of a digital signage project. In my experience, the biggest challenge companies face is not choosing the right hardware or software, but selecting the right business model. Some organisations view digital signage primarily as an advertising-driven revenue stream, while others focus on self-promotion, information or brand storytelling. Neither approach is inherently wrong, but each of them have different financial implications.

What truly matters is whether the chosen model is scalable and sustainable. Without a financial structure that supports growth over time, even the most impressive digital signage deployment risks failing prematurely. A clear view of costs, revenue potential and long-term return on investment is essential if digital signage is to be treated as a strategic asset rather than a short-term experiment.

Real-time messaging

Where digital signage really comes into its own is in its ability to target content dynamically. Unlike print or other static media, digital signage can tailor messages to specific audiences in real time. This capability is one of the medium’s greatest strengths, yet it remains underutilised.

To fully exploit this potential, brands must be willing to adapt their internal structures and marketing processes. They need teams, data and decision-making frameworks that allow content to change based on audience behaviour, location or time. At present, uptake of this kind of advanced, targeted use remains slow, not because the technology is lacking, but because it demands a more sophisticated, data-driven approach to communication than many organisations are currently set up to deliver.

Fit for purpose

When we consider the relationship between digital signage and print, it is important to be clear-eyed. Printing technology does not directly influence the evolution of digital signage, but it continues to play a role in two specific ways. Firstly, print is often used decoratively, particularly in physical structures like totems, which house digital screens. Secondly, print serves as a useful point of comparison when evaluating business models. The traditional costs associated with printed materials or light boxes can be measured against the flexibility, content potential and revenue opportunities that are offered by digital signage, which helps decision-makers assess where investment makes the most sense.

Supporting long-term objectives

Ultimately, for companies looking to invest in digital signage, the most important starting point is a clear communication strategy. Without this, it is impossible to build a robust business plan that can forecast sustainable revenue over a three-year period. Understanding what the technology can do is relatively easy; understanding how it supports long-term brand objectives is far more important.

Brands must also develop a clear vision for how they intend to use the data generated by digital signage networks. If data is treated purely as a tool for self-promotion, much of its value is lost. When used strategically, however, it can inform richer content strategies, improve audience engagement and unlock new commercial opportunities.

Digital signage aligns technology, content, data and business strategy to create low environmental impact experiences which are relevant and measurable. Organisations that approach adopting digital signage with this mindset will be best placed to achieve meaningful return on investment and long-term impact.