Man in an offline store

6 benefits of digital signage targeting

This precise approach of offline targeted advertising elevates the customer's shopping experience and unfolds significant advantages for businesses aiming for a more data-driven, personalized marketing strategy. This article will explain how offline targeting technology works, what unobvious benefits a company receives, and how it helps to analyze content efficiency.
Sasha Volykhina
Sasha Volykhina
Marketing Manager
October 26, 2023

How it works

Offline targeted advertising employs digital signage technology to show tailored content to different audience segments. You decide in advance which adverts you want to show to different groups of visitors, and the AI activates the right content at the right time when it identifies demographic metrics like age, gender, or emotions of a person in front of the screen. For instance, a digital sign in a retail store might display sportswear ads to younger adults and home furnishing ads to older adults based on the analysis of the audience in front of the screen.

Visitors attributes

Various attributes can be analyzed to target the audience effectively, including age, gender and emotional state. This data influences the content displayed on the digital signage, ensuring relevance to the audience​.

Benefits for businesses

Sales boost

Promote the latest video game titles on digital signage to a male audience. It can drive sales up as the relevance of offers strikes a chord with this audience segment.

Higher loyalty

Inform visitors of coffee shops younger than 24 to show their student card and receive a student discount. Such a personalized approach will increase visitor loyalty and raise the average check.

Defeating banner blindness 

In a world overwhelmed with advertising, content relevance is key to overcoming banner blindness. For instance, showcasing trending titles in the science fiction genre to a specific segment in a bookstore can retain attention better.

Cost efficiency

Automating most content management significantly reduces the workload on content managers and saves money on operational costs.

Personalized shopping experience

Enhance consumers' shopping experience with content and offers that resonate with their preferences and behaviors.

Enhanced engagement

Create a more interactive and engaging shopping environment by displaying relevant content to the audience. Even something as boring as waiting in a queue can be improved with engaging and relevant advertising. 

Analyze content efficiency

For instance, consider testing two types of promotional content for a new blend: one focusing on the rich taste profile, and the other emphasizing the sourcing ethics of the beans. Utilizing the DISPL solution can expedite the process of testing hypotheses.

Firstly, with audience analytics, you can gather data that goes beyond mere sales metrics, allowing you to capture engagement and demographic information. You can gain insights into the entire sales funnel; perhaps another audience segment is engaged with your content. This enables data-driven decision-making and adjustments to your marketing strategy.

Secondly, DISPL enables advertising automation, allowing you to display several promotions at different times within the same period, rather than running a single promotion for two weeks and then switching to another during the same time frame. This simplifies hypothesis testing and helps mitigate the impact of seasonal fluctuations, resulting in more accurate data collection. At the end of the period, you can download a report containing analytics data for each promotion.

Additionally, the automation of this process streamlines operations and saves valuable resources. It saves money by optimizing promotional spending, ensures efficient use of time, and helps reduce the stress associated with managing complex testing schedules. In essence, it's a win-win scenario where data-driven decision-making becomes more efficient and cost-effective, all while providing a deeper understanding of your customers.


Through offline targeted advertising, businesses can foster a more personalized and engaging shopping environment, and buyers benefit from a more streamlined and relevant shopping experience. Moreover, the continual learning from A/B testing further refines the marketing strategies, creating a cycle of improvement and better engagement. This iterative learning and adapting process keeps brick-and-mortar retail thriving in a digital age.

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