How to implement the benefits of digital signage for SMEs

Published on 12/10/2023 by Ojasvini and Andrew Blair

This article was originally published on 24/03/2022 and updated on 12/10/2023.

This article will talk about digital signage, its current uses, and its benefits. We will also discuss steps on how to adopt digital signage for your small business. 

Digital signage might help increase brand presence and customer engagement

According to a report published by Grand View Research, the global digital signage market was worth US$24.86 billion in 2022 and is expected to grow by 8% from 2023 to 2030. This data may indicate an increased uptake of digital signage by businesses as a result of effective marketing initiatives and an enhanced customer experience.

Digital transformation as a result of the global pandemic may have helped small business growth in various markets. As part of that digital transformation, the benefits of digital signage across industries enabled businesses to share real-time information while simultaneously communicating with customers to help business growth. Digital signage software helps businesses create, distribute, and advertise their content to their audience using a central platform. Let’s dive into what digital display advertising is, how to get started with digital billboards, and discover the benefits of digital signage for your business. 

What is digital display advertising?

Also known as digital signage, digital display advertising is the visual image, video, or other multimedia content displayed on a digital billboard using technology such as LED screens, LCD screens, or projection screens. For instance, a restaurant owner might use digital signage to display their menu. The entire contents of the paper menu would be displayed on TV screens which might include promotional offers of the day, potentially helping small businesses to attract customers. Instead of using print signage —paper menus— for promotional purposes, the restaurant owner could use digital screen advertising. 

What is digital signage software?

Digital signage software is a tool that lets users manage the content to be displayed on their digital screens. With the help of this software, small businesses can create and schedule content, organise screens, advertise and promote their brand, and simultaneously interact with the audience effectively. 

Most such software offers a centralised dashboard using which organisations can access, control, and manage all the information they want to feature on digital screens. 

Why use digital advertising?

One of the biggest challenges for a small to midsize enterprise (SME) might be to gain customers’ attention at the first instance they look at their product or its description. For example, suppose you enter a shopping centre and see a digital billboard, the bright display, often with picture-perfect graphics with animated digital signage content may stand out more than traditional billboards. 

5 Steps to implement digital signage for your business

Below, we have given some steps that could guide you to create a well-planned digital signage solution for your business.

1. Create a plan consisting of objectives and assign team roles

The first step would be to determine your objectives —for instance, your brand message and your target market. Another task would be to assign roles amongst your team members —for instance, who would be responsible for managing the displays and changing them as soon as you update anything or who is responsible for creating new signage once a new product is launched. 

2. Prepare everything you need for setup

Setting up digital signs would require a few essential things, including a screen connected to the internet, appropriate digital signage software, and lastly, a device —such as a laptop or a computer— that you would be using to manage the displayed content. 

3. Know your target audience and their requirements

Before selecting your digital signage content, you may need to determine which category of audience you would be targeting. You may need to define your target audience's characteristics, interests, and engagement levels. Businesses with a relatively larger target audience should ideally focus on a more specific subset for particular promotions or brand messages. 

4. Select the right type of digital signage for your SME

There might be many different types of digital signage. You may need to choose which particular type would work best for your business. For example, a business opening a store in a mall or complex can promote it using digital banners on busy streets and outside shopping venues. 

5. Create innovative content to be displayed on the screen

This step would involve creating innovative yet easily readable and attractive content to grab the viewer’s attention immediately. The content that would go digital should ideally be crisp and concise, but should also clearly define your product, or if there is any promotional offer you’d like to highlight, it should be precisely described.

With digital signage, you would have the option to create different types of content and present it in varied ways, such as showreels or slides, videos, live tweets, and static images, so it’s best to choose different formats for different types of information. 

The benefits of digital signage in Australia 

With appropriate eye-catching digital signage, businesses can potentially attract users to their brand by showcasing promotional discounts, daily offers, and in-store products. Additional benefits of digital signage are as follows.

Helps increase social media presence and engagement

Digital signage —when used in conjunction with your brand message— can not only help increase your social media presence but could also help get in touch with your target audience directly. For example, putting out a billboard to promote your newly launched skincare product could help customers know more about it and might also aid in converting interested viewers into actual buyers. 

Allows businesses to use multiple media channels

There are many different ways a business could convey its message using a digital signage display. The different types of digital signage include LCD video walls —which is a group of displays put together to make a large single screen— menu boards, advertising signage —such as billboards, banners, and street signs— LED digital signage, and smart kiosks, among others. Businesses can choose what kind of audience they would like to target and plan accordingly, which particular digital signage display would suit their needs.

Could save time and money

Businesses could save time and money when it comes to using digital displays. For example, if a restaurant has created a digital menu, it would not have to erase sold-out items, add new items, or change prices manually. In addition, the cost that would have been incurred by sending fresh menus for printing and later installing them manually could also be saved. 

Digital signage solutions for SMEs

Digital signage might provide SMEs with flexibility and the opportunity to display information and valuable content to viewers or potential customers in creative ways. It can also help customers compare products and assist them in their buying decisions. Choosing digital signage content for communicating a brand’s message might open new avenues for SMEs in terms of advertising products, connecting with the audience, and enhancing a brand’s overall presence. 

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This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

About the authors

Ojasvini is a content analyst for Software Advic. She shares insights about software technologies critical to SMEs. Inspired by growing tech trends and how these help SMEs to grow.

Ojasvini is a content analyst for Software Advic. She shares insights about software technologies critical to SMEs. Inspired by growing tech trends and how these help SMEs to grow.


Andrew is a Content Analyst for Software Advice, giving SMEs insights into tech, software and business trends. Interest in entrepreneurship, furthering projects and startups.

Andrew is a Content Analyst for Software Advice, giving SMEs insights into tech, software and business trends. Interest in entrepreneurship, furthering projects and startups.