Previously a tool for displaying corporate updates in a lobby, digital signage is now a core component of enterprise communication strategies. With transformed capabilities and a new purpose, we unpick why its name may need a rethink.
What was once simply signage is evolving into a dynamic, multi-channel platform that connects not only office-based employees, but also field engineers, remote teams and deskless workers. We’re already seeing this shift play out across enterprises. Digital signage is now less about static displays and more about integrated workplace communication.
Today’s platforms do far more than display content. They’re tied into Microsoft Teams, stream live IPTV for financial trading floors, handle visitor management, enable meeting room booking and even push targeted updates to mobile devices, all from a single and centralised CMS. In many ways, the term digital signage undersells what these systems are actually delivering as one element of a broader workplace experience ecosystem.
What’s driving this evolution is a deeper understanding of audience relevance. The most significant change we’re seeing is a shift away from one-size-fits-all messaging. Instead, organisations are focused on delivering the right message, to the right person, at exactly the right time. Thanks to advances in sensors, workplace apps, AI and real-time data integration, signage content can now adapt automatically based on context.
Whether it’s the time of day, current occupancy, the weather or even demographic data, screens can intelligently tailor what’s shown. A retail display might shift its promotions depending on who’s nearby, while an office screen could surface personalised updates for specific teams or individuals.
The technology driving all of this has made significant strides. Modern platforms are cloud-native and hardware agnostic, meaning they can push content to anything from traditional video walls to desktop browsers and mobile apps. HTML templates make content production faster and more brand-consistent, while APIs and automation dramatically reduce the overhead of content management. With generative AI entering the mix, we’re now seeing communication teams produce and deploy engaging content in a fraction of the time it once took.
We’re also witnessing a growing convergence between digital signage and space management tools. Screens now help employees navigate hybrid workplaces by combining live room booking data, occupancy levels and travel schedules. This type of contextual signage doesn’t just inform, it enhances the workplace experience, improves connections and organically drives better productivity.
The impact doesn’t stop at the office door. In the public realm, signage is entering the programmatic advertising space through Digital Out-of-Home (DOOH) innovations. Brands can now apply the same targeting methods used in online marketing to physical displays, opening the door to more relevant, responsive and impactful campaigns.
It’s clear that we’re entering a new chapter for digital signage with its ability to drive smarter, more connected communication. We’re excited to be supporting modern businesses and helping them to prepare for whatever comes next.
Discover Kinly’s Workplace Communications solutions and services, here.