Implementing digital signage is becoming a natural step for companies working in retail, the service sector, and transport infrastructure. Businesses choose modern digital signage solutions because they allow for quick information updates, reduction of printing costs, and more attractive content presentation. Although the initial investments may seem significant, the real benefit becomes noticeable after just a few months of operation.

Systems that ensure advertising automation help companies control materials, set display schedules, and synchronize screens across different locations. When professional content management software is additionally used, processes become even more efficient: it becomes possible to manage a network of screens remotely and promptly respond to any changes in assortment or pricing policy.

The impact of digital signage on sales

Marketing analytics research shows that a dynamic advertising screen attracts the attention of buyers much better than traditional posters. Bright video materials and animated elements catch the eye, forming the first impulse toward interaction. This is especially important in stores with high visitor flow, where the competition for attention is constant.

Another advantage is the ability to influence impulsive decisions. When a digital sign changes information depending on the time of day or the level of product stock, it stimulates spontaneous purchases in the moment. Tools that include digital advertising analytics make it possible to track audience reactions and adjust advertising messages in such a way as to maximize the efficiency of each display.

It is also important that modern screens help the buyer make a decision directly at the point of sale. Information about discounts, new arrivals, seasonal items, or promotions is displayed so that it is easy to notice and quickly read. All of this positively affects the growth of the average check and overall sales volume. Let’s look at a few cases where performance indicators increased.

Supermarkets: up to +33% sales after switching from print to digital screens

Nielsen, together with its partners, analyzed 120 grocery retailers who switched from printed posters to digital screens in stores. According to the review data, 80% of the chains recorded sales growth of up to 33% after implementing digital content instead of static posters.

The same material shows that screens not only increase revenue but also influence buyer behavior: about 70% of surveyed customers stated that digital displays make them more inclined to buy products shown on the screen.

Retail 2023–2025: average sales growth ~32% and payback from 18 months

The Retail Digital Signage Report for the period 2023–2025, cited by iVideo, showed that retailers who implemented digital signage achieved an average of 32% sales growth, 55% higher ad recognition, and 83% growth in audience engagement. In several sectors, including QSR and banking, the payback period for digital screen systems was about 18 months, while spending on advertising materials decreased by 30–50% compared to printing.

Individual cases collected by AIScreen and other providers show that properly placed screens can provide up to 25% sales growth in specific product categories and about 40% growth in customer engagement with promotional offers.

Samsung / Forrester: 196% ROI for a fast-food restaurant chain

In the Total Economic Impact study that Forrester conducted on behalf of Samsung for a fast-food restaurant chain (a pilot involving 10 restaurants with outdoor menu boards), the following results were recorded:

– 196% return on investment in digital menu boards

– Payback period of about 11 months

– 12.5% increase in average check

– Net present value (NPV) of about $1.65 million over five years

– Savings on printing — about $30,000 per year per restaurant

In this case, digital menus not only increased sales but also reduced operating costs for materials and price updates.

Improving operational efficiency through digital signage

In addition to sales, digital solutions also affect the company’s internal processes. When an advertising screen is used not only for promotions but also to inform staff or manage customer flows, the enterprise gains additional benefit. This is especially relevant for large retail locations where it is important to quickly guide visitors.

Content management software allows centralized control of each location and reduces errors related to untimely information updates. Companies implementing advertising automation simplify routine processes and reduce costs for manual administration. As a result, digital screens become a tool that simultaneously improves the customer experience and reduces the workload on the team.

An important part of operational efficiency is well-thought-out digital advertising analytics. With its help, a business receives precise data about views, interactions, audience reactions, and the influence of content on visitor behavior. This helps make decisions based on facts rather than assumptions and optimize advertising campaigns considering actual results.

Metrics for evaluating return on investment

Determining the real payback of digital solutions is possible only through clear, measurable indicators. In retail, such approaches are especially important since digital signage in retail influences the buyer at the moment of decision-making. That is why companies are increasingly integrating cloud digital signage systems that allow tracking key metrics in real time.

One of the main indicators is the return on investment (ROI) coefficient. It shows what portion of expenses the company compensates through additional sales stimulated by digital screens. This indicator includes costs for equipment, maintenance, and implementation of software for the screens.

Another important metric is the payback period — the time during which the investment is fully returned. For large retail chains, this parameter is critical, as it affects budgeting and long-term planning. Thanks to modern capabilities, cloud digital signage systems make it possible to reduce this period through more precise content adjustment and faster response to audience behavior.

Special attention should also be given to the cost of contact with the buyer. When digital screens operate in adaptive information delivery mode, the company can determine how much it costs to attract one customer through a specific message. By using advertising campaign analytics, a business can optimize content and reduce spending on ineffective displays.

Regular monitoring of these metrics makes it possible to evaluate the effectiveness of installations and timely adjust the marketing strategy, which increases planning accuracy and overall profitability.

Financial advantages of digital signage

1. Reduction of costs for printing and material replacement

Digital media make it possible to completely abandon the regular production and delivery of paper posters. All information is updated instantly, without additional costs for logistics or installation. For retail, this means a significant reduction in operating expenses and a stable decrease in workload for the staff.

2. Flexible and prompt content change

The ability to quickly adapt information to the season, time of day, or demand allows avoiding ineffective displays. Such flexibility positively affects cost optimization in retail, as the content is broadcast only when it is truly relevant and capable of bringing results.

3. Improved advertising personalization

Modern screen software allows segmenting the audience and showing different messages to separate groups of buyers. This increases the accuracy of advertising campaigns and reduces the number of useless demonstrations, which positively affects the store’s budget.

4. Analytical control of efficiency

Tools that use advertising campaign analytics make it possible to evaluate how successful displays are at specific locations. A business can quickly determine which advertising blocks bring the highest result and adjust investments accordingly. This makes digital signage in retail a more economically justified solution.

5. Increase in overall process profitability

Thanks to digital screens, stores receive a tool that simultaneously reduces the costs of maintaining displays and improves the quality of advertising messages. Such a systematic approach helps achieve stable financial savings throughout the entire period of equipment use.

The role of digital signage in the development of HoReCa

In the restaurant business, digital signage in HoReCa has become an important part of modern service. Establishments use dynamic menus, interactive offers, and visual promos to attract guests’ attention more quickly and strengthen the effect of promotional campaigns. This approach not only improves brand perception but also optimizes staff performance, as information is updated automatically and does not require additional effort from employees. When an establishment uses high-quality Digital Signage tools, it ensures the accuracy of content delivery and creates a more professional impression for visitors.

An important role in this is played by the content management system (CMS), which allows centrally changing menus, promotions, and current offers throughout the day. Thanks to such flexibility, restaurants can effectively adapt to evening peaks, business lunches, or seasonal menu changes. All this makes digital tools not just a decorative format but a real element that influences service speed and guest convenience.

A separate value for HoReCa is created by the ability to quickly respond to seasonal changes and visitor behavior. For example, on hot days, cold drinks can automatically appear on the screen, and in the evening — dishes for groups. Such precision and dynamism enhance guest interaction and increase the likelihood of spontaneous orders, which is an important component of revenue for food service establishments.

Modern technical equipment for Digital Signage

For digital screens to work stably and without interruptions, retailers and HoReCa establishments are increasingly choosing a compact Android set-top box as the main tool for media content playback. Such a device easily integrates into any network, quickly connects to a screen, and ensures uninterrupted operation. It is suitable even for intensive use, which is critically important for businesses where advertising materials are broadcast continuously.

Enterprises also implement Digital Signage players or other Android media players for screens, as they support various formats of video, graphics, and interactive elements. Thanks to this, companies can broadcast high-quality content in high resolution and be confident that the system will operate stably even under complex operating conditions. Technical solutions of this type make digital screens a universal tool suitable for both large shopping centers and small cafés or restaurants.

Another advantage of modern devices is the ability to scale the network without significant costs. When a business expands, new media points can be easily integrated into the already existing infrastructure. The Android platform provides quick setup, and the system can operate even in remote locations without complex technical procedures. This makes the technology accessible both for large chains and for small enterprises that seek to modernize their advertising communication.

Conclusions and recommendations

With thoughtful implementation and proper content management, digital signage can become a stable source of additional profit. Before investing in this direction, it is worth:

– Assessing the company’s real needs and defining the main tasks the system should perform.

– Calculating the expected ROI and approximate payback period.

– Choosing a reliable contractor who will ensure high-quality installation and technical support.

With a professionally selected solution, it is possible not only to return invested funds but also to significantly increase revenue. If your goal is to boost sales and attract more customers, digital signage will become an effective tool for achieving these results.

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!