Now It’s Getting Personal: Perform Better With Digital Signage.

Now It’s Getting Personal: Perform Better With Digital Signage.

How can companies use Digital Signage to personalize communication and truly connect with their audience? This blog post explores how personalization transforms digital signage into a high-performance tool for modern marketing.

A Glimpse Into the Future: Example From Tokyo

It’s still in the testing phase, but a project in Tokyo is already revealing the powerful potential of personalized Digital Signage. On a city highway, a digital billboard displays ads tailored to each approaching driver — for just a few seconds. A camera captures vehicle data (such as make, model, and speed), which is analyzed in real time. Based on the results, drivers see personalized content: truck drivers might be shown energy drink ads at night, while someone in an aging mid-size car could see a promotion for the newest model from the same brand.

This shows howDigital Signage can present tailored messages, products, and services based on real-world context — in real time.

Cutting Through the Noise of Mass Advertising

Today, personalization is no longer just a competitive edge — it’s a necessity. In an age of advertising overload, grabbing and holding attention has become harder than ever. Audiences are growing impatient with traditional mass-market messaging. Personalization is the antidote: it allows brands to create more direct, meaningful interactions with individual customers.

And it works — because it feels relevant.

A Win-Win for Brands and Customers

Personalized content offers real value to customers. In e-commerce, this is already standard practice. For example, Nivea uses personalization on Alibaba’s platform:

• First-time visitors see entry-level products to drive initial engagement.
• Returning customers are shown premium products to increase basket value.

According to the Boston Consulting Group, this personalization strategy led to a 150% increase in transactions.

Now, these same principles can be applied to Digital Signage. With the ability to update content instantly, digital displays in public or commercial spaces become powerful tools for adapting messages to the current audience — just like online.

The “Shhhhh” Moment: Lufthansa’s Personal Touch

One classic example of effective personalized digital signage is Lufthansa’s campaign in Italy.

A screen showed a flight attendant gently covering a sleeping child. When someone approached, she turned toward the viewer, raised her finger to her lips, and said, “Shhhhh.” A message followed: "Discover how quiet business class can be."

The technology? Just a simple motion sensor. The effect? Huge. The short campaign — run for just a few days in three train stations — generated over 380,000 contacts.

Smarter Personalization With AI and Sensors

Our technology partner Advertima is already taking personalization even further. Using sensors and machine learning, digital signage can now recognize attributes like age group, gender, and clothing style, and even adapt to external factors like weather. For example:

• On a sunny day, ads for ice cream or summer clothing are shown.
• On colder days, content shifts to warm drinks or jackets.

This technology allows the system to see, hear, and understand its surroundings — and respond with tailored content in real time. That means higher engagement, more relevance, and a truly individual customer experience.

It’s Time to Get Personal

Personalization isn’t just a trend — it’s the future of digital communication. In a world oversaturated with generic advertising, digital signage offers the chance to stand out with content that speaks to the individual. With the help of sensors, data, and AI, brands can create digital signage that listens, learns, and adapts — transforming every interaction into a memorable, high-impact experience.

And the best news? This future is already here. Let’s make it personal — with DMS.

‍