By Misty Chalk
BrightSign

The signage market is projected to reach nearly $100 billion over the next decade, with digital signage leading that growth. Demand for dynamic content, flexibility, interactivity and engaging experiences is reshaping how organizations think about signage. What was once a static information tool has evolved into a dynamic platform that can influence customer journeys, employee engagement, operational efficiency and brand value.

Across the enterprise, several industries are taking a fresh look at their digital signage strategies — and redefining what success looks like.

Retail: Rethinking Measurement to Define Signage Value

Retail has long been the proving ground for digital signage innovation, fueling the rapid rise of retail media networks, the fastest-growing ad channel through 2027. As personalization, interactivity and experiential retail become the norm, brands are reexamining every touchpoint.

Immersive experiences are now table stakes. The next leap is measurement — not just impressions or play counts, but meaningful data that quantifies the impact of each moment in the retail journey.

This next phase will pair AI with sensory technologies such as gaze detection, dwell-time tracking and audience sizing. Early versions exist today, but these tools will scale and evolve, shifting the focus from frequency to experience value. With AI and on-device NPUs, retailers will be able to map customer behavior more accurately — from how long a shopper holds a product to whether they purchase it and what else ends up in their basket.

Theme Parks and Attractions: Rethinking Sensory-Rich Experiences

Sixty-seven percent of millennials say they would pay more for unique, sensory-rich experiences, and more than 70% of Gen Z surveyed in recent theme-park market research say “Instagrammability” influences which attractions they visit. For theme parks and entertainment venues in particular, this means improving both macro and micro visitor experiences.

The macro view covers the entire visit — from park navigation to food stands, ride queues and video walls. The micro view focuses on each individual signage moment and the expectation that it will be interactive, shareable and personalized.

Expect a surge in mixed-reality environments that blur digital and physical spaces. AI, AR, VR and smartphone connectivity will let guests step into interactive worlds. With almost every visitor carrying a smartphone, the opportunities grow when digital signage connects to park apps — imagine guests uploading an avatar and seeing it appear in a mixed-reality scene with favorite characters or athletes.

Sensors, gestures,and IoT-enabled signage will turn static displays into responsive ones. Ride reactions could trigger photos, sound cues or lighting effects, while conversational AI gives voice to wayfinding screens. Soon, AI and connected displays will merge to create seamless hybrid environments.

Transportation: Rethinking Measurement and Brand Impact

A growing debate across the transportation sector centers on how to measure digital signage success. With so many variables — business goals, audiences, environments — determining the right KPIs is increasingly complex.

Transportation has already made progress using signage to improve efficiency and traveler experience. The next step is refining measurement to link operational performance, content effectiveness and passenger satisfaction.

In fast-moving environments such as airports, train stations and bus terminals, connected signage will not only support wayfinding and operations but also unify these touchpoints to create more cohesive, valuable passenger journeys. However, the basics still matter. The sector has been especially vulnerable to compromised or broken displays, making secure, reliable digital signage the foundation for any strategy. A poor signage experience can quickly turn into a reputational and operational headache.

Healthcare: Rethinking the Patient and Provider Journey

Healthcare remains one of the sectors most ready for digital signage transformation. Over the past year, hospitals and healthcare networks have begun to see measurable gains — reduced stress in waiting rooms, smoother communication, improved wayfinding and more consistent branding across facilities.

Organizations that balance digital touchpoints with personal connection will continue to see strong results. Between arriving on a campus, parking, navigating hallways, interacting with clinicians, moving through treatment rooms and finally being discharged, there are countless moments where content can work harder for both patients and staff.

Of all the industries discussed here, healthcare may have the most untapped potential for digital signage reinvention in the coming year.

A Final Word

While each industry defines digital signage success differently, some needs are universal. Remote management is now standard. So is clarity around who owns implementation, maintenance, and predictive support.

Digital signage has become part of broader IT infrastructure, introducing new opportunities — and new expectations. Organizations want providers that offer strong warranties, responsive service, and comprehensive support equal to any other connected endpoint.

It will be fascinating to watch how these industries push their digital signage strategies forward in the year ahead.