Outlook is bright for digital signage
As technology advances, signs are a bigger part of our lives
By James Anderson
Images courtesy of Watchfire
While digital signage even recently was seen as an extravagance compared to traditional print products, consumer attitudes are changing. Experts say now is the best time to take advantage of new technologies and efficiencies that have created an opportunity for sign shops of all sizes to establish themselves as experts in their markets.
Shaun Christopher, national marketing and media manager at ThinkSIGN says that by no means is print disappearing, but digital signage is becoming a core layer of storefront communication rather than just a luxury upgrade.
“We’re seeing consistent growth in electric signage, particularly among small- to-mid-sized businesses shifting from static storefront signage to dynamic digital displays,” Christopher said. “The primary driver is flexibility and brand consistency — businesses want the ability to update promotions, pricing, and messaging instantly without incurring print costs.”
Paul Ingle, VP of national sales for Stratus, agreed, and added that it helps that the operating costs of LED signage have improved at the same time as businesses face increased pressure to stand out visually.
“End users want flexibility — the ability to update messages quickly and maintain a modern look without calling a designer every time they change their hours,” Ingle said. “From what our teams observe, the real driver is a shift in customer expectations. Businesses want signage that works harder for them, not just something that lights up. They’re looking for energy efficiency, visual impact, and alignment with broader branding goals — ideally all at once.”
Image courtesy of ThinkSIGN
At Watchfire, Scott Kane, the company’s territory manager for Iowa and Nebraska, said sign makers today are in a unique position because the industry’s growth story isn’t driven solely by first-time purchases.
“We’re also seeing strong momentum from businesses replacing their first — or even second — generation LED displays,” he said.
Repeat business creates a cycle of buying that continues to drive growth in the market. Kane said he’s been in the business long enough that he’s now reconnecting with customers he sold to early in his career as they prepare to replace those original sign structures.
In addition, energy efficiency and the rise of “smart city” planning philosophies contribute to the growing demand for LED, said John. S. Hackley, founder and CEO of Occulus Business Solutions and author of “Lean Shop Makeover,” a guide for sign shops embracing lean business models.
“The demand for digital out-of-home advertising is driving brands to invest in highly visible, dynamic signage to capture consumer attention amid an increasingly crowded visual landscape,” he said.
Images courtesy of ThinkSIGN
What can sign shops do?
One of the biggest opportunities for sign shops is shifting from transactional selling to solution-based selling. Instead of quoting individual products, Christopher at ThinkSIGN suggested that shops position themselves as long-term branding partners — bundling storefront signage, digital displays, content creation services, and interior graphics into cohesive packages.
“Proactive outreach is also critical. Many businesses have no idea how much impact modern signage can have until someone shows them. Shops that regularly audit existing storefronts in their market and present upgrade opportunities are the same shops that tend to generate consistent growth,” Christopher said.
Evan Walsh, Watchfire’s territory manager for New York and Connecticut agreed that a proactive sales approach will drive growth. “Go see your customers,” he said. “Take the time to study each site, understand the customer’s vision, define their specific challenges, and present a solution that truly solves the problem. We’re not just selling hardware, we’re delivering solutions that should help a business grow.”
As a business adviser, Hackley said shops indeed need to move beyond just selling signs, and “focus on offering comprehensive visual communication solutions.”
Too often, what can stall a potential sale is a customer’s misconceptions about what purchasing a digital sign can mean for their business. Here, Hackley said, is where upselling skills come into play.
“Consider providing comprehensive packages that include content creating, remote monitoring, and extended maintenance contracts. This approach not only increases the initial sale amount, but also generates reliable, recurring revenue.”
Educating customers about the return on investment of upgrading to a digital display compared to a static board can significantly impact their purchasing decision, Hackley said.
In Ingle’s experience, shop owners positioning themselves as long-term partners rather than one-and-done sellers will find more success.
“Talk about life-cycle planning, future upgrades, and content strategy helps establish credibility. And of course, proactively reaching out to existing customers goes a long way. A well-timed ‘Here’s something new you might like,’ tends to outperform waiting by the phone,” he added.
Images courtesy of Watchfire
Trends to watch
Ingle said that paying attention to recent trends and new technological advances is critical to position sign makers for sales success. Higher-resolution LED solutions are appearing in more midsize applications as businesses aim for premium visuals in more places.
“At the same time, customers are asking for products that simplify installation and reduce callbacks — which, frankly, everyone appreciates,” he said.
Watchfire’s Kane said he’s seeing more unique orientations of signage, and shops should be open to pitching such ideas from customers. “I worked on a project where the customer chose a vertical display measuring 10' tall by 6' wide. It stands out because it’s different, and it gives the customer a canvas that mirrors other advertising formats they use, such as online display ads. The vertical orientation adds character and helps the display differentiate itself.”
Kane said in his region, he’s also seeing an increase in digital signage software to create defined regions of content on a single sign. “Resolutions are much higher than in the past, which opens up more opportunity for content strategy. On a vertical display, that can mean dedicating the top or bottom portion to specific branding elements while using the remaining space for promotional content.”
Many shops are looking for solutions that reduce engineering time, simplify quoting, and improve margin predictability, said Christopher. One of the biggest emerging trends he’s seen is the shift from large, one-off custom LED projects toward scalable, standardized digital products that sign shops can sell repeatedly.
Images courtesy of Watchfire
“We’re also seeing increased demand for higher-resolution displays in smaller footprints — especially in storefront and window applications — as customers expect digital signage to feel modern and visually refined,” he said.
Ingle is seeing slimmer, lighter LED solutions gain traction because they reduce installation complexity while offering impressive brightness and clarity. Improved power efficiency is another area of progress, which Ingle said is great for customers who appreciate both sustainability and lower monthly bills.
“Digital signage is the future and interactive, immersive displays will become more popular going forward. We’re also seeing innovation in wireless control systems and simplified content management tools. The goal is making signage easier to manage without needing an IT degree or a three-ring binder of instructions. We’re not fully there yet, but we’re getting closer,” he said.
As sign shops of all sizes look ahead in a rapidly changing industry, efficiency is key — not only in energy usage, but in end-user usage trends as well. Just as in our homes, workplaces, cars, and everywhere else, Internet of Things technology is transforming the sign market, Hackley said.
“Signs will continue to evolve beyond static fixtures — they are now connected data hubs that can adjust their messaging in real time based on factors such as weather conditions, traffic patterns, or the time of day.”
Customers are using signs not just to say “here we are” or to advertise the latest specials. As technology becomes more affordable and more energy efficient, customers are seeing signage as an even more vital extension of their business. As Christopher at SignTHINK stated, “Businesses want signage that works 24/7 as a silent salesperson.”
James Anderson is editor-in-chief of GRAPHICS PRO magazine.
