Most digital signage projects fail not because the screens or software are bad, but because there was never a real strategy.
Someone bought shiny displays, loaded a few slides, and called it a day.
Six months later? Dead screens, wasted budget, and “we’ll get back to that project next quarter.”
If that sounds familiar, you’re not alone. I’ve spent 17+ years helping companies fix exactly that problem.
Whether you’re running a retail network, an internal communications program, or a full-blown retail media operation — a solid digital signage strategy is what separates success stories from forgotten screens.
Here’s how to build one that actually works.
Why Strategy Matters More Than Screens
It’s tempting to treat digital signage like a tech purchase — pick a CMS, choose a display, and hope for the best.
But that mindset is what creates endless frustration later on.
A digital signage strategy defines:
Why your screens exist,
Who they’re talking to,
What content they’ll show, and
How you’ll measure success.
Without that clarity, every decision — from hardware to creative — becomes guesswork. You’ll end up with pretty screens that don’t actually do anything.
Think of it like this: you wouldn’t launch a website without a plan for SEO or content. So why launch a signage network without a content or operational strategy?
Step 1: Define Your Objectives and Use Cases
Before touching a single screen, you need to know exactly what problem you’re solving.
Ask yourself:
What do I want this signage network to achieve?
Who is it for?
How will I know it’s working?
Your objectives could include:
Increasing retail sales or upsells
Improving customer experience or dwell time
Streamlining internal communication
Replacing outdated print materials
Launching a retail media program
If you can’t measure it, it’s not a goal — it’s a wish.
💡 Pro Tip: Keep it simple. Start with one clear use case per location. Expanding later is easy once your foundation is strong.
Step 2: Choose the Right Software and Hardware
This is where most teams go wrong. They start with the tech instead of the goals.
Your CMS (Content Management System) is the brain of your network — it determines what’s possible, who can manage it, and how easily you can grow.
Here’s how to think about it:
Cloud vs on-premise
Proprietary hardware (SoC displays) vs external media players
Licensing models and support options
Integration with scheduling, data, and analytics tools
And don’t just fall for the “free” CMS trap.
If you’re managing more than a handful of screens, you’ll want reliability, uptime guarantees, and real support.
As a consultant, I specialize in Navori software, but I also advise clients on platforms like Spectrio, OnSign, BrightSign, and ScreenCloud — helping them choose what fits their workflow, not what fits a sales rep’s commission.
➡️ Learn more about my Software & Hardware Selection process
Book a free consultation today
Step 3: Build a Content and Workflow Plan
Your content is the engine that makes digital signage actually work.
But it’s also the part most organizations underestimate.
You’ll need answers to questions like:
Who creates and approves content?
How often does it change?
What happens when something breaks or doesn’t display correctly?
Your workflow should include:
Creative Planning: What content themes support your goals?
Scheduling: Who owns publishing? Daily, weekly, or automated updates?
Quality Assurance: Who checks that everything runs correctly?
Reporting: What KPIs are tracked (engagement, dwell time, uptime, etc.)?
Even the most sophisticated signage system fails if content workflows aren’t built to match your resources.
That’s where consultants (like me) come in — we help teams build repeatable systems that keep content relevant without burning out the people managing it.
Step 4: Measure, Improve, and Scale
Digital signage is not a “set it and forget it” technology — it’s an evolving ecosystem. Your audience changes. Your products change. Your message changes.
Once your signage is live, track performance and optimize like you would any other marketing channel.
Key metrics might include:
Uptime (technical reliability)
Content freshness and update frequency
Playback verification and proof-of-play
Engagement or dwell time (when sensors or analytics are available)
Conversion rates tied to sales or campaigns
As your network matures, new opportunities appear — data-driven content, programmatic DOOH monetization, or retail media extensions.
The important part is to build a feedback loop that connects analytics back into strategy.
Step 5: When to Hire a Digital Signage Consultant
You can absolutely start a small signage project on your own — but if you’re scaling beyond a few locations, bringing in outside help can save months (and thousands of dollars).
A digital signage consultant helps you:
Audit your current CMS and workflows
Identify inefficiencies and technical gaps
Create RFPs for vendors and integrators
Train your team on operational best practices
Build a scalable roadmap for growth
Think of it like hiring an architect before you build — not after the walls start cracking.
If you’re not sure where your gaps are, a strategy audit can be a great place to start.
I review your goals, tools, and workflows — and build a clear, actionable plan to move forward.
Common Mistakes That Kill Digital Signage Projects
Even the most expensive networks can fall apart from simple missteps:
Launching without measurable goals
Choosing a CMS based on cost instead of functionality
Underestimating the time needed to manage content
Ignoring user training and adoption
Forgetting to review analytics and iterate
Avoid these early, and your digital signage network can run smoothly for years with minimal overhead.
Future-Proofing Your Digital Signage Strategy
The industry is evolving fast — AI-driven content automation, audience analytics, and retail media monetization are already reshaping what’s possible.
If you’re setting up or refreshing your digital signage network, design it for flexibility:
Pick a CMS that can grow with your needs
Automate content workflows where possible
Use templates for faster creative production
Keep data integrations and APIs in mind from day one
Your signage strategy should serve your business, not your vendor’s roadmap.
Final Thoughts: Start with Strategy, Not Screens
Most digital signage networks fail quietly — not because of bad hardware, but because nobody owned the strategy.
If you plan it right, digital signage becomes one of your most powerful communication tools.
If you wing it, it becomes another abandoned tech project.
So start with strategy.
Define your goals.
Choose the right tools.
Build workflows that last.
And if you need a hand — that’s literally what I do.
👉 Book a Consultation
Let’s design a digital signage program that actually delivers results.
FAQs
What is a digital signage strategy?
A digital signage strategy is a structured plan that defines your goals, target audiences, content workflows, and success metrics. It ensures your screens deliver measurable results rather than random messaging.
Why do most digital signage projects fail?
Most networks fail because there’s no clear strategy, content ownership, or performance tracking. Screens go live without defined objectives or workflows, leading to poor engagement and wasted investment.
When should I hire a digital signage consultant?
If you’re planning a large deployment, switching CMS platforms, or struggling with content workflows, bringing in a consultant saves time and prevents costly mistakes. They provide strategic direction and technical expertise.
How do I choose the best CMS for digital signage?
Start with your business needs and team capacity. Consider scalability, uptime, automation, and integrations. A consultant can help evaluate platforms like Navori, Spectrio, OnSign, and others to find the best fit.
What makes an effective digital signage strategy?
Clarity, consistency, and measurability. Define your audience, create workflows for content and updates, use analytics to guide decisions, and align every piece of content with your business objectives.