While big generalists like AVI-SPL and Diversified dominate the US market, CRI is relatively unknown outside North America, despite having 400,000 active digital signage SaaS licenses.
Creative Realities is a digital signage integrator from Louisville, Kentucky. With a turnover of 46 million US dollars, the company does not play in the big ProAV league but is one of the largest pure-play digital signage specialists. Today, the company is listed under CRI, which was formed by merging three different integrators.
CRI targets retail, convenience, QSR, and entertainment vertical markets, serving major clients like Best Buy, Macy’s, Verizon, and 7-Eleven, along with sports arenas and leisure centers. In 2023, CRI increased sales by 10 percent, and this year CEO Rick Mills aims for a 40 percent sales growth to over 60 million US dollars, with a major order already in the books.
Dallas Cowboys and Best Buy as customers
CRI caters to large networks by using four different CMS solutions for retail, automotive, DooH, and QSR. They have installed 75,000 displays at Best Buy, 27,000 at Verizon stores, and the largest single-site installation is 3,800 displays at the Dallas Cowboys’ AT&T football stadium.
The latest contract involves providing digital signage equipment for over 1,000 bowling centers in the USA, aiming to deploy 12,000 displays and licenses within 18 months—an order worth 46 million US dollars, equivalent to the total turnover in 2023.
Installation, content, and marketing
As a full-service integrator, CRI not only monitors 400,000 displays but also maintains one of the largest network operating centers (NOC) in the industry.
Additionally, the company creates content for customers like 7-Eleven, provides retail analytics, and handles marketing for selected DooH and retail media networks.
The NA market in the invidis yearbook
This article was first published in the invidis Yearbook 2024. To read more analyses on the European and North American digital signage market, download the yearbook for free in our download section.
CRI is a major player in the digital signage market of North America. While most of the Top 500 digital signage integrators have around 20 employees and sales of 2 to 4 million dollars with regional customers, CRI is well represented with several locations in the USA and Canada, employing 120 people.
To finance acquisitions and combat pandemic losses – when at the beginning of 2020, CRI had to write off 47 percent of planned sales in one week – the company took on high debts, which are now being paid off quickly since CRI is making good money again.
Acquisitions possible
With a highly scalable digital signage platform, a new ERP system, and strong brand awareness, Rick Mills believes the company is well positioned. The goal is clear: to manage an installed base of one million displays as quickly as possible and achieve a turnover of 150 million US dollars.
With the existing growth, this goal could be achieved organically in just over four years, but Louisville is also considering acquisitions — as long as the candidates fit the established SaaS business model and expand the geographical footprint.
Given the size of the country, the aim of every integrator in the US is to be present in all major metropolitan regions.
In addition, CRI has now set its sights on the Latin American market and is expanding into Mexico.
