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Introduction to Digital Signage in the Automotive Industry

Recent studies show that the automotive industry struggles with engaging customers amidst intense market competition and outdated marketing methods.

Dealerships find it challenging to stand out and offer compelling, memorable buying experiences to demanding customers.

One of the possible ways to tackle this issue is digital signage. It offers a powerful solution, transforming showrooms with interactive displays and real-time information.

This technology enhances customer engagement and modernises the car buying process while providing a dynamic edge in a competitive market.

Our article focuses on the impactful role of digital signage and how to use it to your advantage. 

Table of Contents:

1. Types of Digital Signage Used in the Automotive Industry

2. How is Digital Signage Applied in the Automotive Industry

3. How to Create a Content Strategy for Automotive Digital Signage


Types of Digital Signage Used in the Automotive Industry

There is no doubt that the automotive industry is known for being one of the most innovative in terms of leveraging this type of technology. It comes as no surprise that it has cleverly included different kinds of digital signage to improve customer experience and make overall operations smoother.

These displays are made to meet specific needs, like attracting people who might buy cars and teaching them about the products they express interest in.

Now, let us explore the key types of digital signage that are commonly used in this industry.

1. Interactive Kiosks

These kiosks, featuring touchscreen interfaces, encourage customers to explore car models, tweak features and even take virtual test drives.

Interactive kiosks are commonly located in showrooms and at car shows, providing a hands-on opportunity to familiarise oneself with a car without immediately requiring assistance from a salesperson.

interactive kiosk digital signage

2. Digital Showroom Displays

These large, crisp screens bring car models to life by showing off their features and special deals. They are placed where they cannot be missed in a dealership, making sure they catch potential buyers’ eyes from the moment they step in.

How are these displays used? Most often, they showcase videos of cars in action, highlight the newest arrivals or promote special offers.

3. Wayfinding Signage

In the bigger dealerships or at car events, these screens help people find their way around to look for the latest models or the service area.

This kind of signage makes getting around a breeze and enhances the overall customer experience.

4. Video Walls

These are a big hit in dealerships or at major car events. Some may even argue that this type of signage is the most attention-grabbing due to its grand size and vibrant picture quality.

Video walls are a bold way to share brand stories, the nitty-gritty of car specs or videos that immerse viewers in a different world.

car dealership videowall

5. Service and Queue Management Displays

In service centres, digital screens keep customers in the loop with live updates on how their service is going, how long they need to wait, and any deals on offer.
This kind of transparency helps keep potential buyers happy and manages their expectations neatly.

6. Outdoor LED Billboards

These billboards are often strategically positioned in high-visibility areas such as main roads or near dealerships to attract the attention of passersby. They flash up captivating ads, news about the latest car models or info on special events.
Their visibility from a distance makes them a strategic tool for reaching a larger audience with advertisements.

7. Tablet and Mobile Integration

This approach brings a personal touch, with sales personnel using tablets to show tailor-made presentations, compare cars and go over financing options right there with the customer.

It mixes one-on-one interaction with the ease of digital tech to provide a service that is cut just for the customer.

8. Virtual Reality (VR) Showcases

Some of the more upscale car dealerships are even embracing virtual reality (VR) technology to provide customers with a completely immersive experience.

Potential clients can virtually sit in a car, explore its features and even experience what it is like to drive it, all in a futuristic and interactive way to explore what is on offer.

As you can see, each type of digital signage in the automotive trade has its role, whether it is engaging customers or conveying relevant information.

The trick is to use them just right to make the whole journey from browsing to buying smooth and memorable.

How is Digital Signage Applied in the Automotive Industry

Digital signage in the automotive industry is not just about visual appeal. It plays a pivotal role in enhancing operational efficiency and customer experience across various settings. Let's explore its most common applications:

1. Showrooms and Dealerships

In showrooms, digital signage serves as a silent salesman. Interactive displays provide detailed information about vehicles, allow for customisation previews and facilitate the booking of test drives.

This can greatly speed up the decision-making process for prospective customers.

2. Manufacturing and Production Lines

Digital screens on the production floor play a crucial role in making operations smoother. They show live updates on production numbers, safety rules and any changes in the workflow.

This instant communication boosts efficiency, ensures that everyone follows safety rules and keeps the team well-informed and focused on our production targets.

3. Service Centers and Waiting Areas

In service centres, digital screens are used for queue management and displaying service-related information.

They keep customers informed about the status of their vehicle’s service, estimated wait times and available services, thereby improving the customer experience and reducing perceived wait times.

4. Automotive Exhibitions and Events

During exhibitions and events, digital signage takes centre stage in attracting and engaging attendees. Large video walls display high-resolution car models and features, while interactive kiosks provide immersive experiences.

These tools are essential in creating memorable brand experiences and effectively showcasing the latest innovations and car models.

How to Create a Content Strategy for Automotive Digital Signage

Crafting a robust content management and strategy for digital signage in the automotive industry is essential for captivating your audience and maximising your investment. Here is how to do it effectively:

1. Understand Your Audience

Your first step is to dive deep into who your customers are or what type of customers you want to attract.

Are they young and interested in high-tech features or families prioritising safety and space? Try to tailor your content to their specific needs and the car model you would like to sell.

2. Design the Content

Aim for content that is both clear and compelling, with a particular emphasis on being visually striking. Each piece should align with your unique selling points and brand’s message to ensure consistency across all screens.

Not only that! Bring in interactive elements like touchscreens for a hands-on experience in customisation and use animations to demonstrate car features dynamically. Be as creative as you can.

3. Use Strategic Content Scheduling and Management

Managing your digital content is not a 'set it and forget it' task. Develop a content calendar that aligns with your sales cycle, product features and seasonal promotions.

Use advanced digital signage software to schedule and update content seamlessly and ensure your messaging is always fresh and relevant.

4. Leverage Interactive Content

Interactive content is your secret weapon. Create engaging experiences, like interactive Q&As or virtual test drives, that invite customer participation.

Use the data collected from these interactions to refine your approach and personalise future content.

5. Constantly Monitor Your Performance

Keep a close eye on how your content performs. Track engagement levels, customer feedback and sales conversions to gauge the impact of your digital signage.

Be bold in experimenting with new formats or messaging to discover what truly resonates with your visitors.

6. Stay Ahead of Trends

Once you enter the world of digital signage, you will undoubtedly witness its limitless capabilities. However, it is always a good idea to stay informed about the latest trends in this type of advertising.

Sign up for our LookBeyond event where industry experts gather yearly to discuss innovations and new developments in this field.

7. Teach Your Team

Your staff should be as knowledgeable about your digital content as they are about your products.

Provide them with the necessary training to effectively use the software and explain how to create and manage digital signage content.


To summarise, using digital screens in the car industry is more than just a passing trend. It is a powerful tool that makes customers more involved, helps things run smoother and makes buying a car more enjoyable.

When dealerships and car makers use this tech, they can stay competitive and give customers an engaging and informative experience that is better than the old ways of advertising.

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