Smart menus start with smart data. Today’s top QSRs use real-time analytics and menu engineering software to build high-performing menus that drive sales, increase operational efficiency, and deliver faster, more personalized guest experiences.

In the fast-moving world of quick service restaurants, digital menu boards have become more than just screens — they’re strategic tools that drive sales, streamline operations, and elevate the customer experience. Discover how Scala’s smart, data-driven signage transforms every order into a business opportunity.

Imagine a high school hallway bustling with students, teachers prepping for their next class, and staff ensuring the day runs smoothly. Amid the noise and movement, an important announcement goes unheard over the PA system, a last-minute schedule change gets lost in a flood of emails and a safety alert struggles to reach everyone in real time.

For years, schools have relied on outdated communication methods — paper notices pinned to bulletin boards, sporadic email updates and hurried PA announcements — leading to confusion, missed messages and disengaged students. In a world where instant information is the norm, schools need a more effective way to connect with their communities.

Scala’s digital signage provides a cutting-edge solution to these communication challenges, enabling schools to streamline messaging, improve engagement and enhance safety measures.

The Challenge: Communication Gaps in Education

Schools often grapple with fragmented communication systems that make it difficult to reach students, faculty, and parents effectively. Common issues include:

• Inconsistent Messaging: Traditional methods, such as bulletin boards and email newsletters, often fail to deliver uniform messages across all school locations.

• Lack of Engagement: Static announcements and posters fail to capture students’ attention, reducing the effectiveness of school-wide messages.

• Slow Updates: Updating paper-based notices or manually changing digital boards can be time-consuming and inefficient.

• Emergency Communication Delays: Schools need an instant, reliable method to broadcast emergency alerts and critical updates.

• Information Overload: With multiple communication channels in play, people can lose important messages in the clutter.

Without a unified communication strategy, schools risk ineffective messaging, leading to missed opportunities for engagement and, in some cases, critical safety concerns.

The Solution: Implementing Scala Digital Signage

Scala’s digital signage for education provides a dynamic, scalable solution that transforms how schools communicate. With an intuitive content management system and powerful display capabilities, Scala’s digital signage enables schools to:

• Deliver Real-Time Updates: Schools can instantly push announcements, schedule changes, or emergency alerts across all screens, ensuring that students and staff H3: receive the most up-to-date information.

• Enhance Engagement with Multimedia Content: Unlike static bulletin boards, Scala’s digital signage supports videos, images and animated graphics to capture students’ attention and improve information retention.

• Customize Content for Different Audiences: Schools can tailor messages for different locations, grades, or groups, ensuring that the right people receive the right information at the right time.

• Create a Branded Experience: Schools can showcase their identity with custom-branded content, featuring school colors, mascots and motivational messages that foster a sense of community.

By integrating digital signage, schools can unify their communication efforts, making it easier to distribute relevant, engaging and timely messages across the entire campus.

Enhancing School Safety with Emergency Messaging

Digital signage helps improve daily communication. It also plays an important role in school safety by sending emergency messages in real time. Schools need to share urgent information quickly and clearly. This helps students, teachers, and staff get clear instructions in critical situations.

Emergency Messaging Use Cases:

• Fire Alarm Evacuation Instructions: Digital screens can instantly display evacuation routes and safe assembly points, ensuring a smooth and orderly evacuation process.

• Shelter-in-Place Alerts: In case of severe weather or external threats, digital signage can instruct students and staff to remain indoors, providing real-time updates as the situation evolves.

• Inclement Weather Warnings: Schools can use digital displays to share weather advisories, school closures, or delay notifications, keeping everyone informed without relying solely on email or phone alerts.

• Campus Threats and Lockdowns: In the event of a security threat, digital signage provides an immediate way to communicate lockdown procedures, directing students and staff to designated safe areas.

• Building Maintenance and Safety Notices: Whether it’s an out-of-service restroom, a power outage, or construction updates, digital screens help keep everyone informed about facility issues that impact daily routines.

By integrating emergency messaging with digital signage, schools can ensure that critical information reaches the entire campus within seconds. Scala’s digital signage solutions enable administrators to update crisis messaging instantly from a central platform, reducing response times and improving overall safety measures. In times of crisis, the ability to communicate swiftly and clearly can make all the difference in protecting students and staff.

The Results: A Smarter, More Engaging School Environment

Schools that have implemented Scala’s digital signage have seen significant improvements in communication and engagement. For example, The Nest Schools successfully modernized their communication strategy by integrating digital displays to keep parents informed and enhance classroom engagement.

“Two of our main goals were to demonstrate our tech-forward, innovation mindset, and to distinguish ourselves from our competitors,” says Sean Kiner, Chief Information Officer of The Nest Schools. “This important information used to be posted with paper signs. Now, communications are easier to maintain and make a bigger impression with digital signage. We had specific requirements for success and Scala was the company that could make that happen. Every team member was able and willing to customize to our needs.”

Scala’s solution allowed The Nest Schools to streamline messaging across multiple locations, ensuring consistency and efficiency.

Similarly, Wichita State University leveraged Scala’s technology to improve campus-wide communication. Their implementation of digital signage allowed for real-time updates, emergency notifications and an enhanced student experience, demonstrating the scalability of Scala’s solutions for both K-12 schools and higher education institutions.

“We’ve received great feedback from them (Marcus Welcome Center),” says Greg Matthias, Manager of Video Services at Wichita State University. “Students see their names up on the display, and they use those touchscreens heavily. It’s hard to quantify that impact, but we know our work matters.”

The long-term benefits of Scala’s digital signage include:

• Greater Efficiency: Automated scheduling and remote management reduce the administrative burden on school staff.

• Increased Engagement: Visually appealing, multimedia-rich content captures students’ and faculty’s attention more effectively than traditional communication methods

• Scalability: Schools can expand their digital signage network as needed, ensuring long-term adaptability and growth.

Why Digital Signage is the Future for Education

As educational institutions continue to embrace technology, how digital signage improves communication in schools becomes increasingly evident. The rise of EdTech and the demand for streamlined, engaging and real-time communication make digital signage a must-have tool for schools of all sizes.

Investing in digital signage for education not only enhances day-to-day communication but also strengthens emergency preparedness, community engagement and school branding. As more institutions look to modernize their approach, Scala’s expertise in digital signage provides a proven path to success.

To see how schools are already benefiting from Scala’s digital signage solutions, check out The Nest Schools case study and discover how your institution can achieve similar results.

The evolution of retail marketing has taken on many forms, but one of the most dynamic developments is the rise of in-store retail media. Some might see it as a glorified version of digital out-of-home (DOOH) advertising—displaying flashy messages on screens within stores—but in-store retail media is far more sophisticated, driven by data, customer interaction, and technology. It’s changing the way brands connect with consumers at the most critical point: when they’re about to make a purchase.

To simply define in-store retail media as DOOH is to ignore its vast potential for personalisation, targeted engagement, and sales optimisation. As we dive into what makes in-store retail media unique, we will discover why it stands leagues beyond traditional DOOH advertising, reshaping the future of retail.

The Power of Personalisation

One of the most striking differences between in-store retail media and traditional DOOH is the ability to personalise content to a greater degree. In-store media can draw on real-time data to target individuals or specific customer segments as they browse. Imagine a shopper moving through the aisles, and the screen beside them highlights a product based on their previous purchases, loyalty card preferences, or even live stock levels in the store. This level of personalisation is impossible with DOOH installations that simply push a message to a broad audience.

The ability to integrate with customer loyalty programmes or mobile apps makes this even more powerful. When brands and retailers can understand not just general foot traffic, but who the specific shoppers are, what their preferences may be, and how they’re interacting within the store environment, they can fine-tune messaging to offer truly relevant promotions. In essence, in-store retail media turns screens into strategic points of engagement, allowing brands to connect with the consumer in a far more relevant and powerful manner than what is possible with DOOH.

Driving the Path to Purchase

In-store retail media does more than simply display ads—it actively influences the purchasing decision. While a static digital sign may attempt to raise brand awareness or reinforce marketing campaigns, in-store retail media offers a fully contextualized journey for shoppers – delivering attributable results and the ability to get analytics from the aisles to better inform future campaigns and prove incremental sales. By strategically placing smart digital screens at key points within the store, such as near product displays or at checkout, brands can deliver relevant messages that complement the shopper journey and have stronger influence.

For example, a customer may be on the fence about buying a particular product, and a nearby screen could highlight a limited-time offer or provide additional information about the product’s benefits. This kind of last-minute influence, right at the point of sale, transforms passive ad displays into active sales drivers. In fact, in-store retail media is more akin to dynamic merchandising, offering a measurable boost to sales, which traditional DOOH cannot achieve in isolation.

Integration with the Digital Ecosystem

In-store retail media bridges the gap between physical retail environments and online marketing strategies. Screens in stores are no longer just outlets for broadcasting ads—they are now integrated touchpoints within a broader omnichannel strategy.

With technologies like data-compliant sensors and real-time data analytics, in-store retail media can garner and use a wealth of in-store customer behavioural data. This data can then be fed back into digital marketing campaigns, enabling retailers to optimise both their in-store and online efforts. For instance, a customer who interacts with a product in-store but does not purchase it could be retargeted with personalised ads online, perhaps through email, social media,mobile app notifications or connected television.

Moreover, in-store retail media can be tied into loyalty programmes and CRM systems, allowing retailers to deliver highly specific, data-driven content that enhances the shopping experience, creating convenience and minimising frustrations for their customers.

Advanced Metrics and Real-Time Feedback

One of the main limitations of DOOH is the difficulty in tracking its effectiveness. While impressions can be roughly estimated based on foot traffic or location, there is little concrete data on how many people actually engage with the ad or how it influences behaviour. In-store retail media, however, offers the possibility of real-time feedback and advanced metrics.

With technologies like RFID, beacons, and customer analytics platforms, retailers can track exactly how many people interact with specific in-store media placements, which products they pick up afterwards, and whether the digital content influenced their purchasing decision. This closed-loop attribution provides a clear understanding of ROI and allows for real-time optimisation of campaigns.

For instance, if a particular promotion isn’t generating the expected engagement, the messaging can be adjusted on the fly to better suit the audience. This ability to measure, analyse, and act on consumer behaviour swiftly sets in-store retail media apart from the more static nature of traditional DOOH.

Creating an Immersive Experience

DOOH typically plays a supporting role in the marketing mix, adding visual presence but rarely creating a fully immersive experience. In-store retail media, by contrast, has the ability to enhance the overall shopping environment, turning it into an interactive and engaging experience. By blending digital signage with interactive displays, touchscreens, and augmented reality, in-store retail media can provide valuable information and entertainment that enriches the customer journey.

Consider a shopper in a clothing store. Instead of simply seeing a screen that shows a rotating set of ads, they might use an interactive display to browse additional product options, check sizes, or even virtually try on items using AR technology. This level of interactivity not only makes the shopping experience more enjoyable but also encourages customers to spend more time in the store and engage with the brand in a more meaningful way. For the retailer and the brands they supply, these interaction provide useful information on how to serve shoppers better in the future.

Successful Retail Media: Beyond Just Screens

In-store retail media is so much more than just another form of digital out-of-home advertising. It represents a powerful, data-driven tool for personalising customer experiences, influencing purchasing decisions, and integrating with the broader digital marketing ecosystem. While DOOH may still play a valuable role in reaching broader audiences, in-store retail media takes things to the next level by creating dynamic, interactive, and measurable touchpoints that can directly impact sales.

As retailers continue to invest in digital transformation, the role of in-store retail media will only become more central to their strategy. Its ability to seamlessly blend the physical and digital worlds, deliver personalised content, and provide advanced metrics makes it a cornerstone of the future of retail. It’s time to stop thinking of it as just another screen and start recognising it as a critical component of a modern, integrated marketing strategy.

This article first appeared in Retail Technology Innovation Hub

DMEXCO 2024 brought together the brightest minds in retail, marketing, and technology, offering a stage for innovative ideas and actionable strategies. Scala’s masterclasses at the event were packed with hundreds of attendees and spotlighted the dynamic evolution of  in-store retail media networks (RMNs), focusing on how brands, retailers and agencies can harness data and technology to create compelling, creative marketing campaigns to drive sales and increase revenues. 

Here’s a quick recap of the thought-provoking sessions, each addressing critical components of the retail media landscape:

1. From Traditional to Targeted: The Evolution of Agency and Brand Spending

This masterclass explored how agencies and brands are shifting investments towards in-store RMNs and what universal standards are required to allow them to feel confident in making that investment. Read the full breakdown here.

2. From Data to Decisions: Unlocking the Power of Performance Marketing for Measurable Success

Performance marketing has transformed retail, bridging data and actionable strategies to deliver measurable success. Learn how retailers are gathering that data and the way brands are using it here.

3. From Data Collection to Data Security: Balancing Growth and Compliance in Retail

Retailers must strike a delicate balance between leveraging customer data for growth and adhering to stringent data privacy regulations. Dive deeper into this essential topic here.

4. From Clicks to Bricks: Loyalty Programs as the Catalyst for Omnichannel Insights

Loyalty programs provide a rich source of customer insights that can drive both digital and in-store strategies. Explore how they bridge online and offline experiences here.

5. From Linear to Connected: Connected TV Reshaping Retail Media Partnerships

Connected TV is redefining RMNs by enabling seamless integration across channels, expanding reach and relevance. Discover how it’s reshaping partnerships here.

6. From Shared Profits to Owned Platforms: Supercharging by Fusing DOOH and In-Store

Explore the convergence of DOOH and in-store retail media and what makes the two offerings quite separate. Learn about the need for consistent measurement, customer-centric strategies and leveraging data-driven insights to optimise advertising impact and budget allocation. Take a closer look at the fusion of DOOH and in-store retail media here.

What’s Next for RMNs?

DMEXCO 2024 highlighted the pivotal role of in-store RMNs in the modern retail ecosystem, with tools and solutions provided by Scala, Walkbase and others enabling brands and retailers to create personalised, data-driven experiences that resonate with today’s consumers.

The ways in which in-store retail media has transformed retail relationships, marketing structures and customer experience will be explored more deeply in the next “What’s In Store for Retail Media Networks” event, scheduled for January 11, 2025. Held in partnership with the National Retail Federation (NRF), this event is poised to be a cornerstone of NRF 2025: Retail’s Big Show in New York City. 

Participants will gain actionable insights from thought-provoking discussions, network with industry leaders, and explore strategies to innovate in this evolving space. Register now for NRF 2025 and secure your spot for the “What’s In Store for Retail Media Networks” event here.

In the sixth masterclass session at DMEXCO 2024, Chris Riegel, CEO and Founder of STRATACACHE, brought together industry leaders to discuss the convergence of digital out-of-home (DOOH) and in-store retail media. As brands and retailers seek to reach audiences effectively along the customer journey, the session explored how these advertising formats could complement each other, shifting from traditional advertising towards more precise and performance-oriented strategies. 

Here’s a breakdown of the session’s insights:

Key Differences and Overlaps between DOOH and In-Store Retail Media

 The panelists opened by distinguishing between DOOH and retail media, emphasizing how each serves unique purposes. Frank Goldberg, managing director of Germany’s Institute for Digital Out of Home Media, noted that while both use digital screens and similar technology, retail media has unique advantages in shopper marketing and direct conversion due to its in-store presence. 

Remon Buter, Chief Investment Officer at GroupM, argued that while retail media can drive conversion at points of purchase, DOOH remains effective in top-of-funnel brand-building efforts. Despite these differences, both channels could benefit from integrating more data to improve targeting and measurement.

Metrics and the Need for Unified Measurement

The discussion highlighted challenges around measuring effectiveness, especially across different European markets. Florian Rotberg, managing director of Invidis Consulting, explained that while Germany has advanced data on DOOH reach and conversion, retailers still seek greater standardization for in-store metrics. 

Panelists emphasized that comparing the brand impact of each medium and integrating reach metrics could help retailers and advertisers make more informed buying decisions. As different countries in Europe maintain distinct standards, a pan-European measurement system could help unify these metrics for advertisers.

Shifting Budgets and the Rise of Digital Media

The session examined how budgets are moving from traditional media to digital formats like DOOH and in-store screens. Frank argued that while digital channels grow, traditional TV and print are seeing declines, pushing advertisers to allocate more budget towards DOOH and retail media. Panelists agreed that DOOH’s strength lies in creating brand awareness, while in-store media excels in targeting customers closer to the point of purchase, supporting conversion goals.

Challenges and Opportunities for Retail Media

One significant challenge for retail media is its current reliance on traditional trade marketing budgets, though it’s evolving towards attracting incremental media budgets. Panelists debated whether in-store screens should focus solely on performance or also embrace brand-building. 

Frank suggested that in-store screens should avoid being labeled strictly as “performance media,” as this may limit their brand-building potential. Remon added that as retailers grow more comfortable with data-sharing and measurement, they’ll become better equipped to position retail media networks as reliable performance channels.

Future Integration and the Path Forward

Looking ahead, panelists saw significant potential in blending DOOH and in-store media as part of a holistic strategy. By positioning screens strategically along the customer journey—from the street to the store aisle—advertisers can extend brand campaigns and leverage location-specific relevance at the point of sale. With advancements in programmatic buying and data integration, DOOH and in-store retail media networks could soon operate under a unified planning framework, enabling advertisers to reach audiences with precision at every stage of their journey.

Closing Thoughts

As retail media networks continue to expand, they are reshaping the advertising landscape, offering retailers a new revenue stream while enabling brands to reach customers more effectively. The session concluded with a consensus that while DOOH and in-store media serve distinct roles, they can work together in an integrated approach to drive both brand awareness and conversion, ultimately providing advertisers with a more versatile and effective media mix.

This convergence marks a significant evolution in retail advertising, opening new avenues for growth and innovation in digital media strategies across Europe.

You can watch the masterclass here. You can access all of the masterclasses of What’s In-Store for Retail Media Networks, presented in cooperation with DMEXCO here.