Faster, Cheaper, Greener: Retail’s Digital Signage Gets a Makeover

Retailers have long struggled to modernize their stores with digital signage due to steep upfront costs, lengthy installation times, and the environmental toll of outdated signage practices. These challenges, however, are beginning to ease in 2025. A combination of financial innovation, greener technology, and the growing retail media market is reshaping how stores approach signage.

A Growing Market with New Expectations

The digital signage market is expanding rapidly. According to The Business Research Company, the global market will grow from USD 21.65 billion in 2024 to USD 22.89 billion in 2025, reflecting increased adoption and the rise of new applications in retail. Similarly, eMarketer projects that retail media ad spending will surpass USD 125 billion globally in 2025, further cementing digital signage as a key player in the retail marketing ecosystem.

For retailers, these shifts highlight both a challenge and an opportunity. Storefronts and in-store displays are no longer just about branding. They are potential revenue streams and engagement touchpoints in the broader retail media ecosystem.

From Static Posters to Storefront Platforms

Industry analysts predict the next phase of retail media will move from e-commerce to physical stores. Research and Markets highlights physical locations as the “next frontier” for monetization, with retailers increasingly seeking to capitalize on high-traffic real estate by converting storefronts into dynamic ad platforms.

Some companies are already experimenting with this approach. Dallas-based Glass-Media, for instance, recently collaborated with Digi Point Media on a transparent LED display designed to turn retail windows into dynamic, measurable ad hubs. The lightweight screen is about 85% see-through from the inside and can be installed in under 30 minutes, giving retailers a way to convert glass surfaces into programmable media inventory without losing visibility.

Financing Models Lower the Barrier

Cost remains a pain point for many retailers. Traditionally, signage required large upfront investments, creating delays or limiting adoption to only the biggest players. To address this, some technology providers are introducing subscription-based models that lower the barrier to entry, allowing more retailers to adopt digital signage without major upfront costs. At the same time, sustainability is becoming a crucial factor. Consumers and regulators alike are pushing for greener practices, and retailers are responding by adopting more eco-friendly, efficient solutions.

Glass-Media’s partnership with Insight Financial Services is a prime example. Their program, called “Digital Signage as a Service,” enables retailers to deploy signage without the need for major capital expenditures. Instead, hardware, logistics, and refresh cycles are rolled into predictable monthly operating costs, making digital signage more financially viable for businesses of all sizes.

Sustainability Pressures Mount

Alongside cost and speed, sustainability is becoming a deciding factor in how retailers choose their display partners. PwC’s 2025 Retail Monitor found that a majority of consumers factor environmental practices into their purchasing decisions, underscoring why waste-heavy approaches like printed posters are losing favor.

In response, companies are innovating with sustainable designs. Glass-Media and Samsung recently co-developed FiberCraft, a recyclable line of displays designed for rapid deployment. The first installation, at Walmart AMP in Arkansas, went live in under two weeks—an impressive turnaround compared to the months-long timelines of traditional signage rollouts. This innovation represents a major step toward reducing environmental impact while enhancing deployment efficiency.

A Shifting Equation

What was once a static cost is evolving into a more dynamic model. Flexible financing reduces upfront risk. Transparent displays turn windows into revenue streams. Sustainable materials help retailers meet growing consumer and regulatory demands.

For retailers navigating the evolving landscape of 2025, the real challenge is not whether digital signage is worth the investment—it’s how to implement it in a way that balances financial sustainability, environmental responsibility, and strategic alignment with the booming retail media market. Retailers who embrace these innovations today will be well-positioned to lead in the future of retail.