The digitization of signage is making it possible for more sophisticated, adaptive, and targeted communication in all spheres of life, including neighbourhoods, workplaces, retail centres, transportation networks, and more. Their effect is observable; for example, persons exposed to digital signage are more likely to engage with them for a longer period of time and are more likely to remember the information they transmit, with 55% of people recalling digital sign messaging a week later. Therefore, it should come as no surprise that digital signage is already widely used across all industries, as seen by robust year-over-year growth. According to a recent estimate, the worldwide digital signage market will reach $38.23 billion by 2028, rising over 7% annually from 2021.

For public authorities, digital signage provides a way to communicate important information much more effectively and swiftly, with the flexibility to quickly change the public messaging in response to evolving situations. Deploying this technology has consequently been a crucial weapon in the war against COVID-19 since it has allowed medical professionals to control crowds and broadcast very visible public health information.

Digital signage will likely stop being a cutting-edge innovation for business and government and start to become a standard part of the smart city as we move deeper into the IoT era and 5G becomes more pervasive. Vehicles will be able to communicate with one another and the local environment to deliver real-time updates on weather, navigation, and pertinent local news via signage and billboards as they become intelligently connected to their surroundings using cellular vehicle-to-everything (C-V2X) technology. Then, advertisers will be able to project much more tailored advertising on digital billboards using car and mobile data.