What is Digital Signage and how does it change communication with customers?

calendar_today27-07-2025 editGrzegorz Podolak

How often do you find yourself staring at a dynamic screen in a shop or at a station? Does waiting in line pass more quickly when you can watch attractive content on the screen? Or perhaps you associate a particular brand with the eye-catching displays at its locations?

All this is thanks to Digital Signage – modern digital screens that attract attention, engage audiences and increase the effectiveness of communication. Digital Signage consists of remotely managed digital displays that allow companies to present up-to-date content, from advertisements and information to animations and videos.

This solution replaces static posters with dynamic messages that can be quickly changed and adapted to the place, time and audience. It is one of the key pillars of sensory marketing, influencing the sense of sight and brand experience.

What are the benefits of Digital Signage for customers?

A well-planned Digital Signage strategy is an effective way to attract customers' attention in a world full of distractions. Dynamic content – videos and animations – distinguishes a brand, increases its recognition (by up to 47.7%) and is more effective than traditional forms of advertising.

Screens also improve the customer experience – they inform, show the way, promote offers or make the time more enjoyable, building positive associations with the brand. A satisfied customer is a customer who comes back.

Digital signage also saves time and money. Content can be updated remotely, without printing materials. It is an eco-friendly, convenient and flexible tool that allows you to tailor your message to the place, time or specific audience.

Although Digital Signage is a business tool, its value is best seen through the eyes of the recipient. Here's what customers gain from this technology:

1. Faster access to information

Customers receive the information they need in real time – without having to look for staff or search through pages. The screen shows them where to find the product they are interested in, how to get to their hotel room, what the dish of the day is, or which platform their train will depart from.

2. A more enjoyable shopping experience

Dynamic content – animations, videos, visually appealing photos – makes the time spent in a shop, restaurant or airport more enjoyable. Digital signage reduces perceived waiting times, provides entertainment and reduces frustration in places where information chaos previously reigned.

3. Personalised approach

Modern digital signage systems are increasingly responsive to context: weather, time of day or customer profile. This makes messages more relevant – for example, on a hot day, a screen at the checkout will encourage customers to buy a drink, and on a Monday morning, it will remind them about a lunch promotion.

4. Aesthetics and modernity

Modern screens, aesthetic content presentation and consistent visual identity contribute to a positive perception of the place. The customer feels that the company is professional, pays attention to detail and is not afraid of modern solutions.

5. Greater sense of comfort and control

Customers like to have choices and access to information without having to ask questions. Interactive screens allow them to search for products, check availability, order food or sign up for services on their own. This builds autonomy and makes them feel more confident and at ease.

6. Direct benefits – promotions and bargains

Digital signage makes it easier to reach promotions that customers might otherwise not hear about. The screen will remind them about sales, recommend bestsellers, inform them about happy hours or invite them to take part in a competition. These are concrete benefits that build loyalty.

Why is it good for businesses?

A satisfied customer is a loyal customer. Digital signage not only attracts attention, but also makes the brand more memorable and the shopping experience more positive. Thanks to a centralised management system, the company saves time, money and paper, while building a modern, eco-friendly image.

It's time for Digital Signage in your business

Digital Signage is a modern and versatile tool that effectively supports communication in various industries. It combines attractive visuals with technology, improving customer experience and increasing the efficiency of companies' operations.

At make sense media, we comprehensively implement digital signage solutions – from equipment selection and content creation to system integration and technical support. Thanks to our many years of experience, we help brands maximise the potential of digital screens.

Don't wait until your competition overtakes you. Contact us and see how digital signage can work for your business success.

Grzegorz Podolak
Sales Director