US-based digital signage expert Spectrio has acquired over a dozen companies in recent years. Over the past two years, the company focused on consolidating eleven digital signage CMS platforms into a single, robust, and modular platform. With this unified platform, Spectrio is back and determined to shape the market. invidis spoke with Spectrio CEO Tamara Bebb about the consolidation process, team effort, and managed services.
Since becoming CEO of Spectrio in 2022, Tamara Bebb has focused on consolidating the various digital signage platforms, streamlining processes, and fostering a unified company culture. The time, effort, and investment was put in to create a new market offering that is scalable and future-proof.
By combining the best features of previous platforms and adding new capabilities like detailed analytics and embedded retail media functionality, Spectrio now offers a modular solution that caters to its diverse customer base. “Now we are ready in all aspects and large customer upgrades are in the pipeline,” says Tamara Bebb. “It is a great opportunity for us to offer greater value to our loyal customers. It is a very exciting time for Spectrio and 2025 will be a year you hear a lot from us in the market.”
Eleven to one
Standardizing eleven CMS platforms into a single system has been a massive undertaking. “Our go-forward leading edge platform needed to be robust, modular, and most importantly scalable,” explains Bebb. “It was critical to ensure our CMS enables our customers to upgrade easily to the new platform and to provide for them an expanded value set of functionality. With an installed base of more than 150.000 screens these upgrades will take some time to be completed but we work strategically with our customers to make this a significant win for them.”
The enhanced consolidated platform offers a comprehensive set of features, including CMS, retail analytics, and data-driven capabilities like retail media. It has been designed to easily integrate technological enhancements. “Technology is changing so fast, that we need to be agile and flexible to integrate. Just look how fast AI has changed our world in only a few months,” says Bebb. “We want to be able to adapt to our customers’ needs as their businesses evolve and help them stay on the cutting edge.”
Future-proof organisation
Similar to the tech platform, the Spectrio organization has also been redesigned to enable easy integration of future acquisitions. “We have proven it already. It took us only 90 days to fully integrate our latest acquisition In Reality.”
Spectrio generated over $100 million in revenue in 2024, offering digital signage services to a broad range of customers, from small businesses to large enterprise projects with thousands of screens. “Spectrio provides a one-stop solution for digital signage managed services.”
The Tampa-based digital signage integrator is very strong in vertical markets like automotive, retail, QSR, and healthcare.
The various acquisitions also led to a mixed go-to-market strategy, historically serving very large customers directly but mainly through partners. “We have a phenomenal relationship with our channel partners.”
Her 450-person strong team is equally as important to Tamara Bebb. “I couldn’t be more proud of the team. We aren’t perfect but the team makes up for it”, she says. “For example, during an important project, a media player was malfunctioning prior to a critical event. Our team from the warehouse jumped on the plane to fly halfway across the country to deliver and install the player.”
In addition to the US-based team, Spectrio has 50 employees in international markets. “It really helps to have development teams spread across time zones,” says Bebb. “A fresh set of eyes often makes a difference and enhances the quality of our development.”
Next growth phase
Spectrio has been successful in upselling additional services to its existing customers. Popular upsell offerings include in-store music, retail media, content development, and data management services. “The power of what you can do with digital signage today is very exciting for our customers.”
Tamara Bebb and her team are also targeting new customers who have outgrown their existing digital signage providers. “Many market players can develop simple CMS software, but real scalability and consultative services require very different skills and a larger organization,” says the CEO. “Our content team is award winning and provides expertise and support to our clients. Spectrio is not in the market just to sell hardware and software – but to create solutions providing a real ROI.”
“2025 is our year of exciting news and events. We have a fantastic market offering on a scalable robust future-proof platform and a great team that is excited to deliver and service our customers. We stand behind all that we offer.”