Digital signs are colorful, customizable communication tools for businesses. Restaurants use them for menus, retail outlets use them for sales, hotels use them to direct visitors, and more.
The best digital signage options are eye-catching without being overwhelming. They share just enough to inform and motivate without distracting from the environment you’re creating for customers.
With Pandora CloudCover, you can create the perfect signage that integrates with background music. Making changes is easy, and the product comes at a price you’ll love.
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What Is Digital Signage?
Digital signage is an electronic system consisting of a screen connected to a user-controlled messaging system. Companies use digital signage to share critical information that changes frequently.
Digital signs represent an upgrade from printed flyers and posters. Their illumination and animation make them eye-catching, and their editability makes them infinitely customizable.
If you’re not using digital signage now, you’re missing a critical opportunity to communicate with your customers.
How Digital Signage Works
Many industries use digital signage to communicate with customers. Organizations and businesses that benefit from digital signage include the following:
- Theater companies share updated season information and premiere dates.
- Boutique clothing stores and shops promote sales.
- Bars, restaurants, cafes, and pubs publish rotating menus.
- Sports teams and stadiums highlight wins or updated game information.
- Healthcare companies share updated health and safety information.
A typical system consists of a screen connected to a user-controlled panel that provides the content. Sophisticated systems that include several interlocking screens may require installation, but smaller systems can come with plug-and-play capabilities.
Benefits of Digital Signage for Businesses
Digital signage systems can deliver unique benefits to businesses of all sizes. They include the following:
- Reduced perceived wait times
- Improved communication
- Enhanced sales promotions
- Instant customizations
- Reduced confusion
- Enhanced wayfinding
Digital Signage Uses by Industry Type
Every industry uses digital signs a little differently. Understanding common use cases could help you determine if this is the right method for your business.
| Industry | Digital Signage Applications |
|---|---|
| Retail | Promote sales and loyalty programs |
| Restaurants, coffee shops, and bars | Share menus and special dishes |
| Gyms | Highlight new equipment, classes, and member benefits |
| Hotels and resorts | Outline meetings and events |
Retail Environments
Retail environments exist to make sales, and digital signage can help. Owners can use their signs to highlight new products and promote sales. By placing their signs near the doorways, they can attract people into the shop and increase foot traffic.
Shops that benefit most include those with frequent sales and rapidly changing inventory. When you always have something new to share, your sign is a critical partner. However, any shop could benefit from a sign that encourages people to step inside instead of walking by.
Restaurants
Restaurant applications vary by size and ambiance:
- Fast casual restaurants can replace printed menus with digital signs.
- Casual restaurants can use touchable signs to eliminate counter ordering.
- Fine dining establishments can use signs to encourage reservations.
The editability of digital signage is a major perk, as owners can quickly update the screens when a dish sells out or something new appears.
Coffee Shops
Coffee shops use digital signs much like fast-casual restaurants do. Their signs highlight specials, unique menu items, and special promotions. Signs near the door can also entice people to come in for a drink instead of walking by.
Bars & Breweries
Again, bars and breweries use digital signs much like fast-casual restaurants do. Their signs highlight drink specials, menu items, and special events (like bands). Signs near the door could entice people to stop in and order.
Digital Signage in Gyms
Fitness facilities can use digital signage to highlight new classes and equipment. They can also use signage to discuss member benefits, encouraging people walking by to come inside and sign up.
Busy gyms with plenty of programs, classes, and perks to discuss benefit most from digital signage. But any facility hoping to increase memberships could use signs to help.
Hotels & Resorts
Hotels and resorts use digital signs for event promotion. They showcase what’s happening today and where each group is meeting. These wayfinding signs make it easy for people to get to their engagement quickly without having to ask staff.
Hotels and resorts with plenty of on-site activities and engagements get the most benefits from digital signage, especially if their facilities are large and difficult to navigate without help.
Key Considerations & Best Practices
Implementing digital signage in your business could be a smart strategy, especially if you follow these best practices.
Content Strategy
Ensure that your digital signs display content that leads to enhanced sales or customer experiences. Highlight your sales, promotions, benefits, and events. Don’t use your signs for things like warnings, complaints, or anecdotes.
Audience Relevance
Ensure that your signs match the needs and preferences of your customers. For example, if you’re serving teenagers, your signs might be colorful and very bright. If you’re serving older people, your sign choices might be muted or elegant.
Location & Hardware
Place your signs where they will be seen by the most people. Tucking them behind doors or product displays is a wasted opportunity. Ensure that your display and its hardware communicate without wires that could be tripping hazards.
Integration
Ensure your digital signage is integrated with the overall feel and vibe of your business. It should fit seamlessly with the ambiance of the shop. Otherwise, it will feel jarring and push customers out the door.
Analytics
Keep track of the content you share on your signs, and tie those promotions to sales. Those two data points should be closely related, ensuring that you can prove your signs are a good investment. If you can’t connect these two points, alter your content strategy until you can.
Costs Associated With Digital Signage
Your digital signage costs can vary dramatically, depending on the size and complexity of the system you choose. Typically, you’ll need a combination of hardware, software, installation, and ongoing operation.
This table can help you understand a typical cost range:
| Expense | Entry-Level (Per Screen) | Commercial-Grade (Per Screen) | Enterprise / Specialized |
|---|---|---|---|
| Display Hardware | $250 – $600 | $800 – $2,500 | $5,000+ (video walls/outdoor) |
| Media Player | $50 – $150 | $200 – $500 | $800+ (high-performance PC) |
| Mounting & Cables | $50 – $100 | $150 – $400 | $1,000+ (custom/outdoor) |
| Software License | $0 – $15 /mo | $20 – $45 /mo | $60+ /mo (advanced AI/data) |
| Professional Install | $150 – $300 | $400 – $800 | $2,000+ (complex/large scale) |
| Annual Maintenance | $0 – $50 | $100 – $300 | $500+ (SLA support) |
Q: How much does digital signage cost?
A: Between $1,500 and $3,000 for the first year, with ongoing maintenance fees in the years that follow.
ROI of Digital Signage
The return on investment (ROI) of digital signage can vary by industry and size. A typical way to measure ROI is to highlight a product and then watch sales figures. The two data points should be connected. The more you share the promotion, the more the product should be sold.
Some companies measure ROI by foot traffic and overall sales. Others track how often customers need to ask questions to move through the space.
No matter how you track value, you should see some type of business advantage through the content you share. If you don’t, adjust your strategy accordingly.
Future Trends to Watch in Digital Signage
Digital signs are always changing, and there are several exciting developments on the horizon. These are a few of the trends we’re watching carefully:
- AI: Some companies are using tools like Chat GPT to develop content and update it based on real-time sales data.
- Interactivity: Restaurants are experimenting with digital signs that accept customer orders.
- Customization: Some organizations are allowing visitors to play with their signs, taking photos and otherwise personalizing their experience.
How Pandora CloudCover Can Help
Pandora CloudCover has been a leader in the background music business for decades. Now, the same power you know and love is being applied to innovative digital signage, without a large increase in price. This means you can get high-quality digital signage with customized customer service without a hefty price tag.
Try it now, and use both music and signage to motivate your customers. Control the experience from one dashboard you can access with any connected device. And know you’re not paying too much for a best-in-class experience. Terms and conditions apply.
Frequently Asked Questions
What Is Digital Signage?
Digital signage is an electronic system consisting of a screen connected to a user-controlled messaging system.
How Much Does Digital Signage Cost?
Between $1,500 and $3,000 for the first year, with ongoing maintenance fees in the years that follow.
Do I Need Internet Connectivity for Digital Signage?
Typically, you do need a solid connection for your digital signage to display properly. But your system may allow you to function when your internet goes down.
What Are Common Mistakes When Implementing Digital Signage?
Placing the signs in a poor location or neglecting to update the content are common mistakes businesses make.
How Can I Get Started?
Contact Pandora CloudCover to find out more about your digital signage options.
References
In-Store Advertising with Digital Signage. (June 2025). Journal of Marketing.
Digital Signage: A Complete Guide. (March 2025). Commercial Integrator.
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