Choosing the Right Digital Signage Content Management System for Your Business

May 27, 2024

In the digital age, it has become a norm for businesses to switch and use digital signage to interact with customers, displaying different merchandise and information. However, managing the content shown from this equipment is a bit challenging without the right tools, and this is where a digital signage content management system comes in. 

Read on for a more in-depth discussion on what a content management system for digital signage is, the benefits of deploying such solutions in your business, and on how to identify the best one for your business.

What is a Digital Signage Content Management System?

A digital signage content management system is a software platform designed to aid its users in making, assembling, and then distributing content to be shown on digital signage. In essence, a CMS will serve as a central point to manage all your digital screen content—from creation to distribution. 

A CMS facilitates easy addition and editing of numerous components of content: images, video clips, text, live feeds, etc., occasionally through built-in content creation tools or by importing files from external sources. This will then offer a user interface in which non-tech staff can use it to manage content.

Key Features of a Digital Signage CMS

  • Content creation and editing tools
  • Content scheduling and automation
  • Multi-screen management
  • User access control and permissions
  • Integration with third-party apps and data sources
man working on a laptop with a touch pen

Benefits of Using a Content Management System for Digital Signage

Applying a content management system will mean very many things to interactive digital signage. The following are the ways in which growing businesses using such solutions stand to benefit.


A CMS greatly improves the efficiency of content management. A CMS makes that management system practical, reducing the investment of time and resources required to keep your digital signage up to date. This is especially useful for businesses with lots of displays and ones which frequently change content.


The CMS ensures that your brand messaging remains consistent across all the digital signage displays. With all content centrally controlled, you can keep the brand identity cohesive to avoid different screens displaying different messages or older versions. Consistency is key in this; it helps build your brand and builds the trust between you and your stakeholders.


A CMS for digital signage allows you to update your content at a moment's notice to accommodate shifting needs or promotions. Whether you need to make an on-the-fly change to a message or want to schedule content updates in advance, a CMS provides the flexibility to adapt your digital signage to your business's evolving requirements. This results in the ability to easily keep your content fresh, relevant, and engaging for your viewers.


Just like how businesses expand, a CMS gives you the ability to manage a growing number of displays from one single platform. Whether you decide to add new screens to your existing location or expanding on more sites, a CMS will be able to accommodate anything you bring on without the need for additional resources or infrastructure to do so.

Remote access

With a cloud-based CMS, authorized users can access the platform from any device with an internet connection, making it possible to manage your digital signage content remotely. This is especially useful for businesses with many locations or managers who might need to make quick content changes while out of the office. And, not to mention the fact that, with remote access, your content will always remain current and relevant, no matter where in the world you may be.

Choosing the Right Digital Signage Content Management System Software

The market is full of different digital signage content management system software vendors, so choosing the right one for your business will need some strategic thinking. Consider the following factors when making decisions about which CMS to use for your business needs and goals:

1. Ease of Use

One of the most critical aspects of a CMS for digital signage is user-friendliness. Find a system that has an intuitive interface that will allow non-technical staff to create, manage, and deploy content on their own. This means a reduced learning curve and less dependence on technical support. There are a number of ways that ease of use can be facilitated, such as:

  • Drag-and-drop content creation tools, where your team members can rapidly design and layout content elements without requiring a high degree of technical skill.
  • Pre-designed templates. Many CMS software has a library of ready-to-go, customizable templates for different types of content and layouts. This simplifies the process of content creation and helps ensure a professional look.
  • WYSIWYG (what-you-see-is-what-you-get) editors.— The kind of editor that gives a representation of the content in the way it will appear on the digital signage screen. This kind of editor makes it easy to design content and review how it will look after it's deployed.

By choosing a CMS with a simple interface and intuitive tools, your team would be able to create and manage content in ways that were just not feasible before this. This could reduce the learning curve or minimize reliance on technical support.

2. Compatibility

This point is so important to ensure that the CMS chosen is compatible with the digital signage hardware you currently have. Factors to consider in compatibility:

  • Hardware compatibility: See if the CMS will run on your digital signage players, screens, and any other hardware that drives your network. The software should support the content format of the images, videos, and live feeds you plan to use. For example, JPEG, PNG, MP4, AVI, RTSP, or HLS.
  • Operating System: Verify the compatibility of the operating system with the digital signage CMS. Operating Systems supported: Android, Windows, Linux.

A properly compatible CMS will give you the opportunity to integrate your content with your digital signage system.

3. Scheduling and Automation

A good digital signage content management software package should provide robust scheduling and automation features to accelerate content management and ensure the delivery of the right message at the right time. Below is the feature detailing of a CMS suite that one might look out for and bet on:

  • Content Playback Scheduling: Set the playback schedule based on time and day or by a certain pattern or frequency of content play. This means you can essentially create a digital signage content strategy and then schedule it throughout the day, week, or month for a completely autonomous display.
  • Playlist creation and management: Here, a playlist is a set of content items to be played in a certain order.
  • Data-Driven Automation: Allow you to update content automatically if triggered by data, like weather, social media, RSS feeds, and much more.
  • Dayparting content: Segment and schedule your content during different times of the day, days of the week, or special events, like holidays or business promotions.

This is enabled by outstanding scheduling and automation features, allowing you to save time, reduce manual work, and ensure that your content is always fresh and engaging.

4. User Management

If your digital signage network engages more of your team members, you will certainly need a CMS that comes with a powerful set of secure user management capabilities. Some of the specific features to look out for include:

  • User access controls: Software should allow you to create user accounts with specified roles and permissions. This way, every user can access only what they need and what is of relevance to them.
  • Multi-level permissions: This allows one to be as granular as possible with your controls over what users can and cannot do, effectively enabling you to have different levels of access for, say, a admin, content creators, or reviewers.
  • Audit trails: full records of all user activities and changes effected on the CMS, hence ensuring transparency and accountability.

Effective user management enables you to secure your digital signage network and maintain its integrity, ensuring collaboration and efficiency amongst your team members.

a girl goes to the subway against the backdrop of a large digital display with advertising

5. Scalability

As you scale your business and your digital signage needs in ways that become more advanced, here are some top considerations to have about the scalability of the CMS you are investing in:

  • Expand the display network: Ensure your CMS has the ability to increase the number of displays and locations as the digital signage network grows.
  • Content volume: Go for a CMS that will not compromise performance or user experience but manage and efficiently serve the volume of content that grows with time.
  • Scalability of users: Ensure that your CMS can scale with the growth in the number of users and number of concurrently hosted sessions as the team extends and requirements for content management grow.
  • Infrastructure scalability: Ensure that the provider, in case you choose cloud-based CMS, offers a scalable infrastructure that will meet the increased bandwidth and storage requirements.

By selecting a CMS with strong scalability features, you can future-proof your digital signage investment and ensure your system can grow with your business.

6. Integration

To further enhance the functionality and impact of your digital signage, look out for a CMS that allows third-party data sources and applications to be integrated. Important integrations include:

  • Social media feeds: Real-time feeds from social platforms like Twitter, Facebook, or Instagram help keep your audience engaged and even show user-generated content.
  • Weather and news feeds: Integrate live weather information and news alerts to make the information conveyed to your viewers more relevant and current.
  • Analytics and metrics: Allow your CMS to connect with web analytics software or footfall sensors to allow you to track audience engagement and optimize your content strategy.
  • Ad platforms: Integrate ad networks or programmatic platforms into your sign to monetize the screen while you show your content.

By choosing a CMS with strong integration capabilities, you can develop a much more dynamic and data-driven digital signage experience that will effectively inform, engage, and also monetize.


Choosing the right digital signage content management system for your business is a critical decision that can impact the effectiveness of your digital displays. By considering factors such as user-friendliness, content scheduling, scalability, integration capabilities, security, and customer support, you can select a CMS that meets your needs and enhances your business operations. With the right CMS, you can create dynamic, engaging, and informative displays that captivate your audience and drive results.

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