InfoComm 2025, Digital Signage Myths, and more!

With June over, we step into the second half of 2025. By now, we have a better outlook on how well the year has treated the digital signage industry, as well as expectations for the future. Speaking of which, this month we encountered more predictions about the future of digital signage. In some regions it’s growing, while in others we may see fewer or alternative investments. In June we foremost had the pleasure of attending InfoComm 2025 and seeing exciting technology showcases.

As restrictions loosen, billboards return!

Exciting news comes from California where the Santa Monica City Council is reportedly considering allowing the city’s very first large-format digital billboard in decades. Santa Monica has prohibited billboards and off-site ads since 1985. Things are changing.

The consideration comes as the result of declining economic opportunities. Part of the proposal for approval included sharing 20% of ad revenue with the city. Of course, the very presence of a digital billboard will inevitably help whichever venue or business advertised on it, thus helping the city.

The case of returning billboards, digital ones in particular, makes a powerful statement about the industry. Bans on outdoor billboards typically happen due to visual pollution, distraction, or other community considerations. Today, combined with regulations, laws, as well as its impact and appearance, Out-of-Home messaging is slowly returning where they had previously been prohibited. As it typically is the case with cities which approve the return, billboards are carefully monitored and regulated, ensuring their growth and expansion.

Another city which has moved forward on the topic of digital signage is San Antonio. They allowed digital screens on approved buildings, displaying ads which meet specific criteria.

The flashiest “distraction” you’ve ever seen

Just a few weeks ago, Dubai unveiled quite an ambitious project. Then again, it’s Dubai, so we’ve learned to expect it. A 418-meter long and 3-meter high digital display ring has been deployed by the Dubai Fountains. The water show is getting renovated over the summer, so they put up these displays in its place for a time. This is an impressive undertaking, given that the hottest months are yet to come. 

The Dubai Fountains attract millions of visitors annually. The real estate giant Emaar didn’t want to disappoint them, so they set up this digital display layout in the meanwhile. It runs entirely on generated power, and was designed and set up in just 60 days!

Is the era of high-end car showrooms ending?

As automotive brands are facing many challenges they may lead to significant cuts in investment. For premium manufacturers, their showroom standards and expectations have reached a very high level. So much so, in fact, that car dealers struggle building new showrooms in line with those specifications. Often, the number climbs up to millions of dollars. Keep in mind that these upgrades include digital upgrades but also interior design and architecture.

Combined with economic challenges, growing expectations, and lack of new orders, the industry is looking for ways to cut down on costs. High investments on showrooms are becoming harder to justify, and dealers and manufacturers are rethinking their investments. On the topic of digital signage, we may see a shift to simpler layouts and smaller investments. Thankfully, cleverly utilized digital signage can transform a space without having to enter multi-million debt.

InfoComm 2025 bigger than last year

This year’s InfoComm welcomed 30,998 attendees, compared to 30,271 in 2024. The event hosted 817 exhibitors. In case you didn’t attend, check out the official InfoComm page on X for a ton of posts from the event. Furthermore, Sixteen:Nine did a nice summary post on the big topic of our time at a discussion at the event, which was AI.

InfoComm 2026 is set to take place on June 13-19, at the Las Vegas Convention Center. Meanwhile, a closer event to look out for is InfoComm Asia, starting July 23rd, 2025.

Digital signage myths and hidden costs

This month on the OnSign TV blog, we discussed the hidden costs of poorly managed digital signage content. Lowering costs becomes increasingly difficult if you can’t even see where you’re losing out on profit and time. Brand degradation and wasted staff hours, for example, are not something you can spot unless you’re paying close attention.

Speaking of wasted opportunities, we also did a post on digital signage myths which are still around, even after decades of debunking! From the false idea that digital signage can only serve for advertising, to the delusion that it requires too much management, take a look at some of the myths to ensure they don't stop you from moving forward.