The assortment changes every day, offers are updated instantly, and modern digital advertising has become the main method of communication with the customer inside the store. However, installing a few screens in the sales area is one thing, and organizing a stable and manageable network of thousands of panels across the entire country is quite another.

 

When a business moves toward scaling, the tools that provide flexibility, speed, and control come to the forefront. This is exactly why companies choose a digital signage system that allows them to manage various content formats centrally. This material provides a step-by-step checklist that helps retail chains transition to a unified platform without mistakes and unnecessary expenses.

 

The material is created as a practical guide for retail preparing to deploy digital solutions at the level of national infrastructure.

 

 

The problem: why managing thousands of screens breaks

 

Why classical approaches no longer work

 

By 2023–2024, many chains worked according to the old scheme: flash drives, local players, multi-level homemade tools, and small services not designed for large-scale operation. While there are 20–50 screens, it seems that the system is coping. But when there are hundreds or thousands of them, critical failures begin to appear.

 

Large networks face typical problems: materials are duplicated, the relevance of videos is lost, and playback schedules are created manually, which leads to chaos. It is exactly at this moment that companies realize that Digital Signage software must be not a “supporting tool” but a full-fledged platform for Retail Media.

 

An additional complexity is technical support: hundreds of devices can freeze, reboot, or display a “black screen.” Without a unified monitoring and automation system, such failures cannot be detected in time.

 

 

Typical consequences of a fragmented infrastructure

 

– content is duplicated or mixed up between stores

– it is impossible to update videos simultaneously across the entire network

– players freeze with no signal

– centralized analytics is absent

– IT support is overloaded with endless requests

 

Scale destroys simple solutions. To operate stably, retail needs tools that allow instant control of playback on any number of devices — from large LED panels to checkout monitors.

 

 

Why a unified platform becomes critical in 2025

 

The transition to cloud digital signage makes it possible to keep the entire infrastructure under control: from firmware updates to media content planning. Such a solution reduces technical risks and speeds up the response to changes in retail operations.

 

A separate advantage is the ability to manage networks through a CMS application, which provides access to creating, editing, and distributing materials in just a few clicks. This is especially important for federal retailers who need to quickly coordinate hundreds of teams and locations.

 

When the platform is unified, every screen works as part of a single mechanism: synchronized, controlled, and predictable. This is exactly what companies that remain on old methods lack.

 

 

How to avoid chaos during scaling

 

Large chains are gradually moving to a model where all processes are automated and protected. Using remote content management allows instant checking of device status, updating campaigns, and reducing the human factor.

 

For many companies, this means minimizing risks and significantly reducing IT-related costs. And the foundation of stability becomes the correct choice of technologies at the start.

 

 

What has intensified specifically in 2025

 

1. Strict requirements for content replacement speed

 

In 2025, retail operates in conditions where promotions change daily and sometimes several times per day. The FMCG segment dictates a pace where even a 30-minute delay can affect sales. That is why advertising screens must display up-to-date offers without any pauses. Businesses are forced to switch to systems capable of instant data updates regardless of network scale.

 

 

2. Growth in the number of interactive scenarios

 

Touch kiosks, personalized recommendations, dynamic navigation, and built-in product catalogs have become the norm for large chains. Customers expect not just product display but full interaction. This strengthens the advantages of digital advertising because content adapts in real time and responds to user behavior. Interactive solutions now become a critically important engagement tool.

 

 

3. Increased requirements for fault tolerance

 

In 2025, corporate service standards include new SLA and ESG requirements. Networks cannot allow screen downtime, especially during peak hours. It is important here to ensure stability and control, which directly depend on how well the Administration of the broadcasting system is organized. Companies expect platforms to provide automatic reboot, recovery after failures, and uninterrupted operation without staff involvement.

 

 

4. Deep integrations with cash registers, ERP, DAM, and mobile applications

 

Digital screens are becoming part of a full-fledged store ecosystem. The platform must connect to cash register operations, warehouse data, the media library, and the brand’s mobile services. For this, both server-side integrations and local devices are used — in particular, an Android set-top box that allows complex scenarios to be executed on-site, processing local events in stores.

 

If a Digital Signage platform does not support scale, high operating speed, and integrations, it simply will not withstand the load of 2025.

 

 

Solution: transition to a unified Digital Signage platform

 

Centralized management as the foundation of stability

 

A unified cloud platform makes it possible to work with all materials through one system: from campaign planning to control reports. This simplifies management and allows instant reactions to business events. For example, an Android media player allows load distribution evenly and ensures stable playback even in large networks.

 

 

Unified display rules across the entire network

 

When all stores work according to the same templates and rules, the risk of errors and confusion decreases. The platform itself controls what, when, and on which screen should appear. This significantly reduces the amount of manual work and increases the accuracy of campaign planning.

 

 

Automation of schedules and mass updates

 

Digital networks are moving toward full automation. Updates can be sent immediately to dozens or thousands of devices. Such a model works only when the system forms schedules centrally and controls the synchronization of advertising content, preventing delays or failures.

 

 

Remote monitoring and diagnostics

 

Teams do not need to physically check screens — the system itself reports failures, freezes, or playback errors. This reduces the load on the IT department and allows problems to be resolved promptly.

 

 

Analytics for each device

 

A centralized platform collects data on screen activity, broadcast duration, connection stability, and scenario effectiveness. This creates a complete picture of network performance and makes it possible to optimize content.

 

 

Advantages for large retail

 

Under modern conditions, the platform must support work with hundreds or thousands of devices, automatically recover after errors, and ensure stable broadcasting. Fewer manual operations = fewer risks, higher speed, and greater accuracy.

 

 

1. Audit of the current equipment fleet

 

The first stage is a complete inventory of the entire network. It is necessary to determine how many screens are operating, in which locations, and which formats are used: signature panels, video walls, interactive kiosks, shelf displays, and non-standard constructions. This is not just a list — it is the foundation for the future architecture of the network.

 

It is important to account separately for storefront windows and outdoor panels, since they operate in more complex conditions and require a different service approach. At this stage, the effectiveness of the Digital Signage player is evaluated and whether it meets the requirements of scaling.

 

Result: without inventory, it is impossible to form a correct technical model of the Digital Signage infrastructure.

 

 

2. Analysis of content processes

 

The second stage is a deep study of how content is created and published within the company. It is necessary to understand who is responsible for preparing materials, how approval is carried out, how much time uploading takes, and which tools are used for this.

 

If it takes 1–3 days for a new video to appear, this is already critical. Retail operates at high speed, and the business needs real-time advertising to respond to demand, seasonality, competition, and product stock levels.

 

Result: maximum speed is the key to relevance and competitive advantage.

 

 

3. Choosing a Digital Signage platform

 

In 2025, the choice of a technological platform determines how scalable the entire project will become. The solution must support thousands of devices, have a powerful server infrastructure, and operate stably both in online and offline modes. A mandatory requirement is the presence of its own player, API integrations, and functions for complex scenarios.

 

This is the foundation for building a network that operates without failures and is suitable for large companies. For this reason, Digital Signage becomes an element of the retail IT ecosystem. The platform must guarantee a high level of security, a transparent action log, and an SLA of no less than 99%.

 

An overview of solutions allows comparing the functionality of different systems, identifying strengths, and aligning technologies with business plans.

 

Result: focus on platforms capable of operating at the federal level and supporting complex scenarios.

 

 

4. Pilot on 50–100 screens

 

The pilot launch is a critical stage that shows the real behavior of the system in live conditions. It makes it possible to check playback stability, schedule correctness, and platform reaction speed. This is where the performance of the dashboard is evaluated — how simple the management of advertising content is, and whether the system can truly withstand heavy loads.

 

Testing includes traffic analysis, connection security, operation of interactivity, and checking compatibility with various screens. The pilot also shows how devices will behave during peak updates.

 

Result: the optimal duration of the pilot is 2–4 weeks.

 

 

5. Scaling and staff training

 

After a successful pilot, the business moves to the active deployment phase. This means expanding to hundreds or thousands of screens, integrating with cash register systems, ERP, logistics modules, and mobile applications. It is important to provide full training for store employees and the content department — from the basics of publishing materials to working with scenarios.

 

Here, specific formats become especially important, for example, digital signage for a restaurant or digital signage for a café, which operate under their own rules: dynamic menus, adaptive offers, and changing dishes depending on the time of day.

 

Result: without training, the system will not operate effectively, even if the technologies are perfect.

 

 

6. Setting up analytics and monitoring

 

In 2025, retail cannot operate “blindly.” Precise numbers are needed: whether the screen is working, whether the video is being played, how many times it has been shown, and whether there are errors in the system. Analytics makes it possible to optimize displays, reduce costs, and increase conversion.

 

Monitoring helps record every technical malfunction, absence of signal, network errors, or playback issues. Special attention is paid to how effectively the synchronization of advertising content works, especially if the network is managed centrally.

 

Result: analytics is control, savings, and strategic management of the screen network.

 

 

Advantages of transitioning to a unified platform

 

The transition to a single centralized system opens a new level of efficiency for retail. Marketing and IT teams significantly reduce the number of manual operations, since most routine tasks are automated. This allows them to focus not on technical processes, but on strategic business goals.

 

The speed of content updates also reaches a new level: promotions, seasonal messages, and announcements can change in just 1–2 minutes. For dynamic retail, this is critical, since high competition requires instant reactions, which real-time advertising provides.

 

A unified platform makes it possible to synchronize displays across the entire network, regardless of the number of devices or their location. This eliminates inconsistencies between stores and creates a unified communication standard with the customer. Network expansion becomes simple: the system can scale to tens of thousands of screens without revising the architecture.

 

Interactivity is another important factor. Touch kiosks, product catalogs, and personalized recommendations create valuable customer experience, especially when the network includes specialized scenarios, such as digital signage for a restaurant, which adapts menus and offers depending on the time of day.

 

Analytics helps visualize the complete picture of network performance: which videos are shown, for how long, on which devices errors occur, and how often they repeat. This data makes it possible to optimize costs and improve performance.

 

Result: a properly built Digital Signage platform can increase retail efficiency by 20 to 40%.

 

 

Mistakes and misconceptions (expert commentary)

 

Practice shows that approximately 80% of problems in networks arise not because of screens, but because of incorrect infrastructure design. Mistakes are often built in at the start, when the company has not yet realized the scale of the future system.

 

A common mistake is buying screens without checking compatibility with players. If devices do not operate stably with the chosen platform, even the best Digital Signage player will not fix the situation. It is important that equipment, software, and network components work as a single complex.

 

Another frequent shortcoming is the absence of templates and automation, which turns the management of advertising content into chaos. Manual uploading of videos and uncontrolled distribution of materials lead to errors, especially in networks with a large number of stores.

 

A serious problem is launching Digital Signage without an SLA. Without clear technical guarantees, the network becomes vulnerable: any error drags on, and IT teams work in a constant emergency mode. For this reason, large companies first conduct a pilot, but many skip this stage and immediately scale up.

 

Confusion also arises when heterogeneous devices are installed without centralized monitoring. Differences in models, firmware, and equipment capabilities create defects that are difficult to fix systematically.

 

Sometimes companies try to save money and use consumer media players that are not designed to operate 24/7. This causes failures, freezes, overheating, and loss of network stability.

 

Result: most mistakes occur even before the start of the project — at the stage of choosing the platform, equipment, and building the architecture.

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!