In a world where every consumer interaction leaves a digital trace, companies have an unprecedented opportunity to understand their audience deeper than ever before. This allows not just broadcasting messages, but forming personalized content that matches the genuine interests, behavior, and context of each individual user.

 

Big data is not just a trendy word, but a real foundation for strategic marketing decisions. This data includes information from social media, browsing history, geolocation data, purchases in retail networks, and even interactivity with advertising screens in offline locations. When all these data streams come together, they become a source of valuable insights that help predict customer behavior and timely respond to their needs.

 

Such a strategy is especially effective in the sphere of digital signage solutions. For example, screens in shopping centers or transport hubs can analyze the demographic data of passers-by (age, gender, time spent) using secure computer vision technologies and display relevant ads in real time. This isn’t just banner display—it’s dynamic communication that takes the context into account and increases audience response.

 

Furthermore, digital signage solutions allow centralized control of content on thousands of screens at once, making campaign scaling simple and efficient. By using cloud platforms, marketers can update messages in real time, test A/B variants, and measure audience feedback. This creates a closed cycle: data → analysis → action → new data.

 

It’s important to understand that the success of modern digital advertising depends not on the number of impressions, but on the quality of interaction. Only when the advertising message arrives at the right time, in the right place and in the right format, does it become part of the customer experience rather than an annoying obstacle. Deep integration of big data, advertising screens, and intelligent content management systems makes this achievable.

 

 

How big data increases advertising effectiveness

 

The advertising market is rapidly changing under the influence of data analytics. Using large volumes of information helps brands better understand their audience, find effective interaction points, and optimize advertising costs. Thanks to modern technologies, new potential opens for processes like advertising monetization, since precise targeting allows maximum revenue from ad placement.

 

6 special opportunities arising from combining data with content management systems and digital screens that broadcast ads in real time.

 

 

1. Personalization of communication

 

Analysis of behavioral data makes it possible to form unique advertising messages that correspond to the interests of specific groups of users. This makes communication more natural and noticeably increases the effectiveness of impressions. For example, in retail establishments, the system can automatically change content depending on the time of day or the flow of visitors—showing coffee offers in the morning and dessert promotions in the evening. This approach strengthens the emotional connection between the brand and the customer, making advertising unobtrusive but precise.

 

 

2. Optimization of expenses and increasing efficiency

 

When marketers possess accurate data about consumer activity, they can make informed decisions more quickly. Statistics help to assess which formats or channels demonstrate the best return on investment. Thanks to this, there is the possibility to focus on truly profitable directions without wasting resources on weak channels. Management flexibility allows campaigns to be adapted to current results, rather than acting according to a template.

 

 

3. Precise audience definition

 

Big Data changes the very principle of market segmentation. Now companies can identify common features among different groups of people, predict interests, or even reactions to certain types of content. For example, retail chains often create digital profiles of customers to offer proportionally useful recommendations based on previous purchases. This reduces the number of random impressions and increases the level of engagement with advertising.

 

 

4. The role of modern solutions

 

Digital screens in public places have long gone beyond classic posters. In modern Digital Signage systems, content can be managed through CMS platforms, which analyze the effectiveness of impressions and allow messages to be promptly changed. This creates a combination of flexibility, analytics, and control—the three main factors that form the long-term effectiveness of advertising strategies.

 

 

5. Forecasting trends with big data

 

The analysis of large volumes of data enables businesses to forecast market reactions and prepare for changes in advance. The identification of new trends occurs thanks to the monitoring of different channels—social networks, forums, visitor behavior in points of sale.

 

For example, fashion brands actively study customers’ digital traces to be the first to respond to the emergence of a new style or audience request. This allows for timely updates to the assortment, which is especially relevant for dynamic industries targeting a youth or trend-driven audience.

 

In the retail sphere, trend forecasting allows not only optimizing stock but also adapting the visual content of stores. Such flexibility is provided by digital signage equipment: modern systems change content in a matter of minutes according to the latest trends, increasing the relevancy of information for buyers.

6. Quality of customer experience as a competitive advantage

 

The use of big data is becoming one of the main ways to create an exceptional customer experience. Personalized digital advertising is gradually replacing universal messages and offers each customer relevant content at the right moment. For example, e-commerce platforms already use recommendation systems that take into account previous purchases, search queries, and even product views. This not only increases conversion—it makes customers feel their real needs are being cared for, not just general offers.

 

Another important example is digital menus and customer information in restaurants and cafes. By using big data analytics, food establishments can promptly change menus according to the time of day, popular dishes, or even discounts for specific guest categories. A modern digital signage player allows owners to quickly display new dishes or highlight current offers, enhancing emotional engagement and reducing the decision-making time for the customer.

 

 

Digital signage technology usage statistics from Western research (2025)

 

Global market and growth forecasts

 

According to leading Western analytical agencies, the Digital Signage market shows stable growth in 2025. According to Grand View Research, the global digital signage market is estimated at $28.83 billion in 2024 and is forecasted to reach $45.94 billion by 2030, representing an annual growth rate of 8.1%.

 

North America maintains a leading position, occupying more than 34% of the global market, while Europe demonstrates the fastest growth rate—17.3% annually. Particularly active is the development of software for Digital Signage management, which enables centralized control of thousands of screens simultaneously.

 

 

Effectiveness in retail

 

Western research confirms the high effectiveness of digital technologies in retail. According to the Retail Digital Signage Report 2023, retail chains using digital signage have recorded:

 

– 32% increase in sales

 

– 55% higher ad recall compared to static media

 

– 83% increase in customer engagement

 

– 35% reduction in perceived waiting time in queues

 

Fortune Business Insights notes that 68% of retail chains plan to increase investments in digital signage during 2025.

The impact of digital signage in retail

 

In retail, digital screens have become a true tool for transforming interactions with customers. According to AIScreen, stores that have implemented modern software for managing Digital Signage note not only increased sales (up to 32%) but also a rise in customer satisfaction. Shoppers pay attention to on-screen offers 2.5 times more often, and 83% of them are likely to make an impulse purchase near a digital storefront.

 

An important trend of 2025 is the use of Android set-top boxes for quick deployment of multimedia solutions even in small retail outlets. This makes it possible to promptly change promotional content, launch personalized promo campaigns, and integrate screens with mobile applications and loyalty systems. In just the past year, 68% of retail chains reported expanding digital infrastructure and scaling the use of Digital Signage precisely at points of sale.

 

Digital screens allow price synchronization, reminders about special offers, and even real-time analytics to determine top products in different locations. It is in retail that Digital Signage management software and convenient Android set-top boxes have become the foundation for dynamic personalized marketing and crisis response.

 

 

Technological solutions and Android platforms

 

Modern solutions are increasingly based on the Android ecosystem. The Android set-top box is becoming a popular choice for businesses due to:

 

– 30-50% reduction in costs compared to Windows PCs

 

– Open code that allows for broad customization

 

– Simplicity of remote management for companies with limited IT resources

 

– Integration with cloud CMS platforms

 

 

ROI and return on investment

 

Western companies demonstrate quick payback for Digital Signage projects:

 

– 88.5% of enterprises recouped their investments in digital menu boards in less than 2 years

 

– 95% of banks reach ROI within 18 months

 

– 80% of brands using digital signage report sales growth of up to 33%

Leading companies in the use of digital signage

 

McDonald’s

 

McDonald’s is actively implementing digital technologies as part of its “Experience of the Future” strategy. The company uses digital menu boards in the majority of its 40,000+ restaurants worldwide. In 2025, McDonald’s is expanding the use of AI personalization through digital signage management software, which allows content to be adapted depending on the time of day and customer demographics.

 

 

Starbucks

 

Starbucks has implemented digital screens in more than 33,000 cafes globally. The company uses an Android set-top box for centralized content management, allowing promotion synchronization with the mobile app and loyalty program.

 

 

Walmart

 

The world’s largest retail chain uses more than 170,000 digital screens in its stores. Walmart integrates digital signage with inventory management systems to display up-to-date prices and product availability.

 

 

Amazon (Amazon Fresh/Whole Foods)

 

Amazon uses advanced digital solutions in its Amazon Fresh and Whole Foods stores, including interactive kiosks and dynamic pricing via digital price tags.

 

 

Target

 

The Target chain has implemented digital signage in more than 1,800 stores, using Android-based media players to display personalized offers and in-store navigation.

 

 

Marriott International

 

The Marriott hotel chain uses digital signage in more than 8,000 hotels to inform guests, promote offers, and improve the guest experience.

 

 

JPMorgan Chase

 

One of the largest banks in the US uses digital screens in more than 4,700 branches to inform clients about services and financial products.

 

 

Home Depot

 

The home improvement store chain uses digital signage management software in more than 2,300 stores for navigation, product advertising, and educational content.

 

The implementation of this strategy provides truly measurable effects: stores across segments note growth both in average check and repeat purchase frequency. Moreover, such solutions help to quickly test new products, determine optimal price positioning, and even build personalized loyalty programs.

 

If you rely on connecting digital screens with big data analytics, your business will not be working blindly, but will quickly adapt to market changes and win the competition thanks to a deep understanding of the customer.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience.

 

We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

 

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!