Retail Media is Changing, LED Display Market is Growing, and more!

With the end of September, the third quarter of 2025 is officially behind us. By this point, we have stats to glance at from the second quarter, as well as the anticipation of changes that are coming in the future of our industry and beyond. We’ll take a look at examples of what happens when digital signage is used too excessively in one location, but also guidelines on using it properly to build hype and generate sales. There's also news on the changing nature and future of retail media!

The LED video display market grows, with more to come!

The global LED video display market has grown 6.2% in Q2 of 2025, according to tech market research company Omdia. Based on their findings, Omdia expects LED adoption to accelerate across markets in Asia Pacific, the Middle East & Africa, and Latin America & the Caribbean. These regions cover the majority of the global population, representing strong potential.

What is the reason for this growth? There are a few! Sustainability demands are one, as newer models consume less power and have a longer operating life. There is also new technology, such as AI-driven features, including adaptive brightness. Retailers are turning to AI-enabled signage to capture attention and increase sales. Sports and live event venues are utilizing newer curved displays for greater immersion. Ultra-high-resolution video walls are growing in use to deliver real-time public information.

They’re also growing in meetings and instances where multi-touch interaction is needed. Leading manufacturers include Samsung, LG Electronics, Leyard, and Unilumin. Flexible and curved displays are rising in use for experiential marketing, storefronts, and stage design. 

Digital billboard overload!

Digital signage is described as a useful and engaging tool when used appropriately. We often point out the importance of not frustrating the viewer with overly aggressive content or signage complexity. The roads of Cairo, unfortunately, serve as an example of this as, apart from other challenges, drivers now must maintain their focus in the sea of countless flashy and colorful billboards fighting for their attention. 

Billboards lining Cairo’s roads were numerous to begin with, but over the past six years their number has more than doubled. From around 2,500 to 6,300! The surge is linked to the rapid expansion of Egypt’s transport network and an attempt to finance the maintenance of new roads. 

Some consider the situation amusing, or billboards as a mere distraction, but others find it’s negatively impacting their experience of the city, portraying it as one that is “not human-centric at all.” This, of course, doesn’t necessarily have to be the case, but it paints a good picture of how, in spite of its benefits, the excessive use of such advertising can have a negative impact. The question is if the financial benefits of these billboards will continue outrunning that impact in the long term future.

Retail media is changing

This month, the digital marketing show Dmexco took place in Cologne. At the event, there was much talk about the status of retail media and the digital ad industry as a whole. The digital advertising market has lost some of its momentum, yet still continues operating at a high level according to experts. 

Most important are the three strongest drivers in the industry, namely retail media, DOOH, and the video category. Digital video stands as the leading medium in digital advertising: 89% of German agencies consider it the most effective form of advertising, while 97% expect its relevance to continue in the coming years. Below is the breakdown of expectations on which forms of advertising will be quite to very significant in the next 5 years. (Source: Trend Monitor 2025/BVDW)

Standards and identifier solutions are viewed as crucial for the future of the industry. With AI-generated content rising so quickly, media agencies will need to do more than just act as service providers. Still, most aren’t intimidated by this as they see in it an opportunity to expand their services.

Upcoming events in October

October is going to be a big month for Out-of-Home events. Depending on your interests and availability, here are some to consider, including free and paid events:

• Out of Home New York will run October 13-17th, 2025. It features a mix of free and paid events, including conferences, showcases, cocktails, and more. 

• OAAA + 4As: OOH Future Forum is a half-day event during Out of Home New York, exploring the unique power of Out-of-Home in today’s fragmented landscape of advertising. The event is free to register, and you can take a look at last year’s event for a preview of what’s to come this year.

• The DPAA Summit is the largest one-day global media & marketing event and a spotlight on cutting-edge DOOh strategies. With over 900+ industry leaders, there’s quite a lot to explore. The event will take place on October 14th, 2025, in New York.

• The Digital Signage Experience represents the ultimate gathering of digital signage experts. Exploring all aspects of digital and interactive technology, DSE also provides access to leading vendors in the industry. DSE is all about digital technology and content solutions. It will run October 19-21st, 2025, in San Diego.

  
  

Build hype with digital signage!

This month on the OnSign blog, we outlined a ways to build hype for your upcoming product releases with digital signage. Naturally, you may utilize these ideas as inspiration for hyping up existing products. Create engaging demos of your products, release teasers, and use countdowns to make customers aware that an exciting release is underway. 

Closely tied to this topic is also the use of digital signage in the storefront. Some work well to engage the viewer and direct their attention to your offers, while others break up the monotonous flow of content making it more professional and sleek.