You’ve seen the screens. In malls, lifts, hawker centres—everywhere. But here’s your question: Is digital signage still worth your marketing dollar in 2025, or has it turned into expensive background noise?
If you’re running a business in Singapore, you’re not just looking for flashy tech—you want ROI. You want impact. And you want to know if that sleek LED screen is still moving the needle like it used to. This isn’t another “tech trends” piece padded with jargon. This is your straight-up answer to whether digital signage still delivers attention, engagement, and conversions in a world that scrolls past everything.
Ready to find out? Let’s get into what actually works—and what’s just digital wallpaper.
Key Takeaways
- Digital signage will still be highly effective in 2025, but only when it is strategic, data-driven, and context-aware.
- Passive screens are out. Real-time, AI-powered, and interactive signage is what drives accurate results today.
- Use cases across retail, F&B, corporate, healthcare, and education prove measurable ROI — from higher upsells to faster service.
- Trends like contextual targeting, mobile integration, and A/B testing make digital signage a performance channel rather than just a branding tool.
- If your signage doesn’t adapt to your audience, environment, and timing, it’s not helping — it’s hurting.
How Effective Are Digital Signages in Marketing?
You’re not just competing for attention anymore—you’re fighting for relevance. In 2025, Singaporeans spend over6 hours a day on screens. That’s your battlefield. But here’s the twist: attention spans aren’t just shrinking—they’re becoming more selective.
Static ads? Ignored. Generic messages? Scrolled past. However, digital signage doesn’t just survive in this environment; it thrives when executed with intent. Let’s be clear: slapping a screen on a wall doesn’t equal engagement. But when you combine motion, data, and real-time content? You create movement. Not just eyeballs—action. How has digital signage helped in marketing in recent years?
1. Enhancing Customer Engagement
NTUC FairPrice has integrated AI-driven digital signage across its outlets to optimise inventory management and personalise customer interactions. These digital displays adjust promotions dynamically by analysing real-time sales data and customer preferences, ensuring that shoppers receive relevant offers.
This approach reduces stockouts and overstocking and enhances the shopping experience by providing timely and personalised promotions.
2. Streamlining Operations
The implementation of digital signage has also streamlined FairPrice’s operations. By automating promotional updates and integrating with inventory systems, staff can focus more on customer service than on manual updates. This efficiency contributes to a more responsive retail environment, adapting quickly to changing consumer demands.
3. Driving Sales Growth
While specific sales uplift figures are proprietary, the strategic use of digital signage in conjunction with AI analytics has driven sales growth. By presenting customers with relevant promotions and ensuring product availability, FairPrice has effectively enhanced its ability to meet consumer needs. This isn’t theory. It’s what happens when digital signage becomes part of your strategy, not just your decor.
Here’s what you should be thinking about right now:
- Is your signage content dynamic or static? If it looks the same at 9 am and 9 pm, it’s already lost.
- Is it integrated with your data stack? POS, CRM, and weather feeds—these should drive content decisions.
- Are you measuring ROI by footfall, dwell time, or conversions? If you’re not tracking it, you’re guessing. And that’s expensive.
Bottom line? Digital signage in 2025 isn’t about having screens—it’s about what those screens do.Use them to sell. To adapt. To outperform. Or risk them becoming just another cost centre you can’t justify next quarter. You’re not here to stay current. You’re here to stay ahead. Let’s keep it that way.
How Have Digital Signages Changed Since 2020?
Image Credit: LED by US
Let’s be honest — if you’re still running your signage strategy like it’s 2020, you’re already behind. The landscape has shifted, and what worked five years ago won’t even be noticed today. Here is key evidence of this:
- AI didn’t just show up — it took over. Since the pandemic, AI has gone from experimental to essential. Platforms like Sky Media in the UK now use AI to tailor digital signage content based on live traffic, weather, and time of day, driving higher engagement by showing precisely what people care about right now.
- Mobile-first isn’t a trend — it’s the default. In Singapore, 93.7% of internet users access content through smartphones. That means your signage isn’t competing with static walls — it’s competing with TikTok, WhatsApp, and Shopee notifications. You’re invisible if your display isn’t interactive, mobile-linked, or QR-activated.
- Traditional billboards? Mostly background noise. Out-of-home (OOH) still has value, but static signage has plummeted in performance. According to GroupM, digital OOH grew 26.1% YoY globally in 2023, while static OOH shrank 5%. People expect movement. They expect relevance. If your signage isn’t dynamic, it’s not even in the race.
- Real-time content isn’t a nice-to-have—it’s expected. Today’s consumers expect everything to be up-to-date, including prices, inventory, and weather-based promos. Case in point: Changi Airport’s digital signage updates flight, retail, and dining information in real time, improving passenger flow and spending. It’s not about looking tech-savvy. It’s about reducing friction and driving results.
The bottom line? The rules of engagement have changed. If your digital signage doesn’t speak directly to what your audience wants, in the moment they want it, you’re not marketing — you’re wasting screen space.
3 Reasons Why Digital Signage Still Works in 2025
If you think digital signage is outdated, think again. In 2025, it’s not just still working — it’s outperforming traditional ads in the places that matter most: in-store, in-transit, and in-the-moment. Here’s why:
Reason #1: Digital signage captures attention when nothing else does.
Image Credit: Nielsen
In high-traffic environments (think malls, transport hubs, F&B outlets), your audience isn’t scrolling, they’re scanning. And motion-triggered, context-aware displays pull more eyes than static boards ever could.
A Nielsen study found that digital OOH ads have an up to 89% recall rate, compared to just 47% for static signage. That’s not a guess—that’s data. Digital OOH delivers real-time content that sells, not just looks pretty. Done right, digital signage becomes your live, adaptive salesperson.
Take Frasers Property Singapore, for example. They use data-fed displays across malls like Northpoint and Causeway Point to promote time-sensitive retail offers and events, dynamically adjusting based on footfall and time of day. It’s not just informative — it’s conversion-focused.
Reason #2: You control everything, everywhere — instantly.
Image Credit: UpShow
Got 12 outlets across the island? Update promos across all of them in seconds. From a central dashboard, no print costs, no delays. That’s operational efficiency and brand consistency — at scale.
Reason #3: Let’s talk ROI.
Image Credit: Hootboard
Digital signage costs have dropped since 2020 due to cheaper hardware and cloud-based CMS platforms. Meanwhile, global DOOH ad spending hit US$20.4 billion in 2024, and it’s still growing. Demand is rising because the returns are real. Bottom line? Digital signage works in 2025 because it does what static can’t: It adapts. It engages. And it drives action where it matters most — at the point of decision.
The Singapore General Hospital does the same for patient queues and wayfinding. It’s not about flash — it’s about removing friction.
4 Digital Signage Trends to Use Today
If your screens are still looping generic promos, you’re already behind. In 2025, digital signage isn’t just about being visible — it’s about being unmissable and valuable. These are the trends you need to be using right now to make that happen:
1. Contextual Targeting with Real-Time Data
Image Credit: Facebook
Static playlists are dead. If you’re still scheduling content manually and hoping it lands, you’re wasting valuable screen time. In 2025, context is king, and your digital signage should respond to the real world as it happens. With the right CMS and integrations, your screens can react dynamically to external data triggers like:
- Footfall density: Push high-margin items when traffic peaks
- Weather shifts: Promote umbrellas when it rains, cold drinks when it scorches
- POS data: Trigger promos when specific SKUs fall below target sell-through
- Time-of-day logic: Tailor messaging to match behaviour — coffee in the morning, meal deals at lunch
- Web traffic signals: Sync signage with trending products from your e-commerce site
Think of it as their headquarters programmatic advertising — but in your physical space. Case in point: This technology is on Don Donki Singapore. They don’t rely on guesswork. Their digital signage is wired into time-based triggers and real-time inventory data. Just before lunch and dinner rushes, signage prioritises fresh, ready-to-eat meals.
If a particular bento set is overstocked? The system pushes a promo on-screen — no human input needed.
What’s the result?
- Increased average basket size, because messaging is timely and relevant
- Lower food waste, since perishables are promoted dynamically before expiry
- Higher operational efficiency, with fewer markdowns and faster sell-through
Now, imagine applying that to your business.
- A retail chain can push slow-moving stock only in low-traffic outlets.
- A clinic can promote check-up packages based on appointment gaps.
- A co-working space can advertise last-minute room slots when occupancy drops below 70%.
If your signage isn’t this smart yet, it should be. The tech is here. The ROI is real. And your audience? They expect nothing less.
2. QR-to-Mobile Journey Integration
Image Credit: Facebook
If your screen doesn’t lead to a phone, it leads to nowhere. Let’s get real — attention is fleeting, but mobile engagement is sticky. If someone stops to look at your screen, you’ve won their attention for 3 to 5 seconds. Now the question is: What do you want them to do next?
This is where QR-to-mobile integration becomes non-negotiable. You’re not just creating a flashy display — you’re engineering a frictionless journey. Think QR codes that don’t just redirect to your homepage (no one wants that). Instead, link to:
- A pre-loaded WhatsApp chat with a sales rep
- An exclusive voucher that automatically adds to their GrabPay wallet
- A personalised product page on Shopee or Lazada
- A Google Form that pre-fills event registration fields
- A loyalty stamp card that integrates with Apple or Google Wallet
In Singapore, this plays beautifully. You’ve got a mobile-first, digitally fluent audience. Everyone knows how to scan a QR code. And when the value is clear, they act fast.
Why it works: Singapore’s digitally savvy population is accustomed to QR code interactions. By providing clear value and a seamless user experience, businesses can significantly increase engagement and conversion rates.
Real-world application: Toast Box frequently offers a QR code for its various promotions. Customers simply need to scan the display to pre-order and skip the queue. It turned passive morning footfall into 800+ incremental orders per week. That’s operational efficiency and revenue uplift from one QR code.
Customers can pre-order their meals by scanning a QR code, reducing wait times and improving service efficiency. This enhances the customer experience and streamlines operations. Digital signage becomes ROI-positive when you turn “that’s interesting” into “I’ll act on it right now.”
3. A/B Testing Creative at Scale
If you’re still treating your digital signage like a fixed poster with a screen behind it, you’re missing the entire point. The real power of digital signage in 2025 is that it can be tested, optimised, and scaled, just like your best-performing ad campaigns.
A/B testing isn’t just for websites and social ads anymore. With the right cloud-based content management system (CMS), you can run different creatives on different screens, in various locations, at different times, and measure the real-world impact. We’re talking sales lift, foot traffic patterns, dwell time, and engagement through QR scans or NFC taps.
Here’s how it works:
- Test Two Variants: Run two different versions of your promotion — say, one with a product offer and another with a benefit-driven message.
- Target Smartly: Assign each version to specific locations, times of day, or audience segments.
- Track Real Metrics: Use POS data, scan rates, or footfall counters to measure which version outperforms the other.
- Optimise and Scale: Push the winning creative across your entire network in real time.
What makes this a game-changer is speed. You don’t need to wait for a campaign to end. You can learn and pivot while it’s running, which is critical when consumer behaviour shifts by the week. And unlike static billboards or print media, this form of testing costs you nothing extra once your signage network is in place. You’re already paying for the screen real estate — A/B testing simply helps you squeeze more ROI from every pixel.
So, if your current digital signage setup can’t run variations or measure results? It’s not a marketing tool. It’s just a screen.
4. Gamification and Instant Win Campaigns
Image Credit: Code and Visual
Turn attention into action — and action into revenue. In 2025, your audience doesn’t just want to see your message. They want to be part of it. That’s where gamification comes in — and it’s not just a gimmick. It’s a high-converting strategy that keeps people engaged longer, triggers emotional buy-in, and drives repeat behaviour.
What it looks like:
Gamified digital signage uses touchscreens, motion sensors, mobile integration (via QR codes), or proximity sensors to create interactive experiences that reward participation. Think spin-the-wheel contests, trivia games, scratch-and-win promos, or countdown-based redemptions — all powered by screen tech already available on the market.
This isn’t about novelty. It’s about neurochemistry. When users engage in a simple challenge and get an immediate reward — even a small one — it triggers a dopamine response. That micro-win moment makes your brand memorable, and more importantly, measurable.
Why it works
- Boosts dwell time: According to Digital Signage Today, interactive signage increases average viewing time by up to 47% compared to passive displays. That extra attention is a window for persuasion.
- Drives action: Instant-win mechanics — like QR code scans that reveal discounts or loyalty points — convert curiosity into trackable outcomes. In a 2024 study by ScreenCloud, retail campaigns using gamified signage showed a 34% increase in scan-to-redeem activity over static promotions.
- Encourages repeat visits: When users know they can “play to win” again, it creates a reason to come back, without you spending on remarketing.
How to implement it smartly
- Start simple: You don’t need a six-figure touchscreen setup. Even a static display with a QR code that leads to a gamified mobile landing page (built with tools like Gleam or Gamify) can drive results.
- Tie it to purchase: Make participation contingent on an action, such as scanning a receipt, checking in-store, or sharing on social media.
- Track everything: Use UTMs, analytics, and POS tie-ins to connect screen interactions with actual revenue. No vanity metrics.
Gamification isn’t about “being fun.” It’s about engineering engagement that leads to measurable ROI. If your digital signage isn’t interactive yet, you’re leaving attention — and money — on the table.
How Digital Signage Supports Your Digital Marketing Strategy
Image Credit: Mvix
Here’s the bottom line: digital signage isn’t a standalone tactic — it’s a force multiplier for your entire marketing strategy. When integrated correctly, it bridges the gap between your online campaigns and offline environments. It captures attention, drives conversions, and delivers the kind of contextual relevance that traditional channels simply can’t match.
Whether you’re running time-sensitive promos, enhancing customer journeys in-store, or scaling brand engagement across multiple locations, digital signage gives you control, speed, and measurable impact. But to make it work, you need more than just screens — you need strategy.
That’s where MediaOne comes in. If you’re serious about turning your signage, campaigns, and data into real business outcomes, work with a digital marketing agency that knows how to make it all connect. From targeting to tech stack to conversion optimisation, we’ll help you build a marketing system that doesn’t just look good — it performs.
Ready to turn digital signage into a high-impact part of your digital marketing strategy? Let’s talk. MediaOne’s here to make it happen.
Frequently Asked Questions
What is the difference between a digital signage display and a media player?
A digital signage display is the screen that shows your content, while the media player is the device that stores and delivers the content to the display. The media player connects to the display and runs the scheduled content, often managed through a content management system (CMS).
Can I use my existing TV for digital signage purposes?
Yes, you can repurpose an existing TV for digital signage by connecting it to a compatible media player or smart device. However, consumer-grade TVs are not typically designed for the extended use and brightness levels required in commercial settings, so they may not be ideal for long-term digital signage applications.
What types of content can be displayed on digital signage?
Digital signage can showcase a variety of content formats, including images, videos, PDFs, PowerPoint presentations, audio, HTML pages, and live feeds. Most CMS platforms also offer widgets for real-time information like weather updates, news, and social media feeds.
How does a content management system (CMS) assist in digital signage?
A CMS allows you to organise, schedule, and control the content displayed on your digital signage. It provides a user-friendly interface for creating and updating content, often supporting remote management and real-time updates across multiple screens.
Are there legal considerations for using digital signage?
Yes, legal considerations include obtaining proper licenses for any copyrighted content you display, adhering to public safety regulations regarding brightness and placement, and ensuring accessibility for individuals with disabilities. Complying with local laws and regulations is important to avoid potential fines or legal issues.
