Barcelona | Trade policy concerns are causing uncertainty at the start of ISE. However, from a technological standpoint, we can look forward to exciting advances driven by AI. Here’s my trend forecast for the digital signage industry.
Unfortunately, many of the discussions at ISE will revolve around the new US administration’s trade policy. Most media players, LED panels, and other digital signage hardware are manufactured in China, with many also assembled in Mexico—both countries targeted by Donald Trump’s tariffs. While this primarily affects the North American industry, Europe is also experiencing uncertainty, leading companies to hesitate in investing. As a result, some projects may be delayed, while others could be canceled entirely.
Deep dive at DSS ISE
Florian Rotberg and Stefan Schieker from invidis will be covering all of these topics in depth at the Digital Signage Summit conference (DSS ISE) on Wednesday, February 5. Registration is still possible. With the code BBVUAMNT there is a 30 percent discount on the ticket.
The Day Pass is valid for the invidis Retail Track on Thursday, February 6. There is a 30 percent discount with our code KJSXULEN.
Aside from trade policy, artificial intelligence will have the greatest impact on what we see and hear in Barcelona. There’s no ISE without AI anymore. whether “on-device” in media players, smart screen SoCs, or in cloud solutions from hyperscalers. The influence on the digital signage industry cannot be overestimated. The first practical use cases are also becoming available, particularly in content creation through GenAI and device management.
2025 will be a software year
Most significant technological advances at the show may not be immediately visible—2025 will be a software-driven year for the digital signage industry. More and more functions are offered as software-based subscriptions, which is reshaping power structures in the industry. Backed by their strong brand name, hardware providers are pushing into the software and services market. Meanwhile, among ISVs, a few larger CMS providers are gaining prominence due to increased consolidation.
Managed services bring new growth potential
For me, another key topic at this ISE will be Managed Services. New business models like “signage as a service,” which have long been standard in the IT industry, are becoming increasingly important in digital signage as well. IT integrators are the ones leading the charge in driving these new service models forward.
Less of a trend and more of a not to be ignored challenge is IT security. For too long, cybersecurity has been overlooked within the digital signage industry, but times have changed. Digital signage applications are now deeply integrated into corporate IT, making them potential entry points for cybercrime. As a result, secure and certified platforms are now essential.
E-paper – the new digital signage darling
Last but not least, there is one topic we cannot ignore: sustainability. While it may not be the top discussion right now, purchasing departments of European end customers have green signage firmly on their agenda. Whether it’s MicroLED, new LCD technologies, or smart operating concepts, the potential for CO2 emission savings in the digital signage industry is huge.
In line with this, e-paper is rapidly developing into the new sustainable complementary technology. E-ink displays are now available in sizes up to 75 inches. While they may not yet come in perfect colors or at marketable costs, e-paper signage will definitely be a standout at ISE 2025.