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Omnivex leader talks data in digital signage strategies

Omnivex President Chris Devlin shares insight on best practices, tips and missteps when it comes to data in the digital signage strategy.

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October 22, 2026 by Judy Mottl — Editor: RetailCustomerExperience.com & DigitalSignageToday.com, Connect Media

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Deploying dynamic digital signage is all about effective messaging and the critical aspect is data — information being shared whether it's to drivers on a highway, foot traffic at entertainment venues, shoppers in retail destinations, tourists enjoying a landmark, travelers in an airport or train station or clients at a medical practice or real estate office.

Those are just a few instances where digital signage is playing a role everyday — the role of sharing content and data is the key to making digital signage compelling, relevant and useful.

Data can enhance a business and drive objectives in impactful ways.

But determining what data to use when it comes to digital signage content requires a strategy --not only for choosing the right data but to transform that information into visible action.

Digital Signage Today reached out via an email interview to Chris Devlin, president of Omnivex Corporation, to get insight on best practices, tips and missteps when it comes to data in the digital signage strategy.

Devlin joined Omnivex in 2013 as director of sales and has over 30 years of industry experience working at every level of the marketplace. He began his career at Compuserve and has held numerous country management positions at Egghead, Cheyenne Software and Falconstor Software. He spent 10 years at Computer Associates running channels and five of those years in the U.K. as senior vice president running its commercial division.

Q: How would you describe the role data plays in a digital signage strategy?

Devlin: Data is the foundation of any effective digital signage strategy. The difference between traditional signage and modern digital signage is not the screen itself, it's the ability to deliver the right information to the right audience at the right moment. Organizations generate enormous amounts of operational, customer, employee, and environmental data every day. The real opportunity is turning that information into visible action. Whether it's flight information in an airport, production metrics in a manufacturing facility, patient flow in a hospital, or employee communications in a corporate environment, data allows screens to become dynamic business tools rather than passive displays.

At Omnivex, we've always viewed digital signage as an extension of an organization's data ecosystem. When signage is driven by live information and business rules, communications become more relevant, more timely, and ultimately more valuable to the people consuming them.

Q: How does an organization determine the right data sources for a signage project?

Devlin: The best starting point is not the data itself, but the business outcome you're trying to achieve. Organizations often make the mistake of asking, "What data do we have?" Instead, they should ask, "What decision, action, or experience are we trying to influence?"

Once that objective is clear, identifying the appropriate data sources becomes much easier. For example:

A retailer may focus on point-of-sale, inventory, and promotional data.
A manufacturer may prioritize production systems, safety metrics, and equipment status.
A corporate communications team may leverage HR, scheduling, and workplace systems.
An airport may integrate operational databases, passenger information, and wayfinding data.

The most successful projects typically begin with several high-value data sources and expand over time. The goal is not to display more data. The goal is to display the most relevant data that helps people make better decisions or improves their experience.

Q: Data plays a pivotal role in digital signage content so can you share two to three best practices when it comes to putting data into action?

Devlin: Here are three best practices.

Focus on actionability, not information overload.Just because data is available does not mean it belongs on a screen. Effective digital signage highlights key information that drives awareness, action, or decision-making. Simplicity almost always outperforms complexity.
Automate content using business rules. The greatest value comes when content adapts automatically to changing conditions. Whether it's inventory levels, weather events, operational alerts, occupancy thresholds, or production metrics, automated responses ensure communications remain accurate and relevant without requiring manual intervention.
Deliver context, not just numbers.

Context is king. Data becomes meaningful when audiences understand what it means and what they should do next. Visualizations, comparisons, trends, status indicators, and contextual messaging help transform raw data into information people can consume quickly and act upon confidently.

Q: How can an enterprise apply data and create an agile business driver?

Devlin: Agility comes from reducing the time between a business event and a business response. Many organizations already possess the right data, but the information remains trapped in systems that are disconnected from the people who need it. We refer to this as dark data. Digital signage serves as a real-time communication layer that helps bridge that gap.

For example, organizations can automatically update communications when production conditions change, inventory thresholds are reached, schedules shift, service levels are impacted, or safety incidents occur. Instead of relying on emails, meetings, or manual updates, information becomes immediately visible to employees, customers, and stakeholders.

When organizations connect live data to digital experiences, they gain the ability to adapt quickly, communicate consistently, and make more informed decisions. That's where digital signage transitions from a communications platform to a genuine business agility platform.

Q: What are some common missteps you've seen when it comes to data in digital signage projects?

Devlin: One common mistake is treating digital signage as a content management exercise rather than a business transformation initiative. Screens displaying static announcements rarely deliver the same value as screens connected to real-time business information.

Another frequent misstep is trying to display too much data. Organizations often feel compelled to expose every available metric, which can overwhelm audiences and diminish effectiveness. The most successful deployments focus on clarity and relevance.

A third challenge is failing to plan for scalability. Many projects start with a handful of screens but eventually grow into enterprise-wide networks. Choosing a platform that can integrate with multiple data sources, support evolving business requirements, and scale across locations becomes increasingly important over time.

Ultimately, the organizations that achieve the greatest success are those that view data as a strategic asset and digital signage as a mechanism for activating that data at the moment it matters most.

When organizations connect real-time information to real-world experiences, signage becomes more relevant, more responsive, and far more valuable to the business.

About Judy Mottl

Judy Mottl is the editor of RetailCustomerExperience.com and DigitalSignageToday.com at Connect Media. She is an award-winning editor, reporter and blogger who has worked for top media for nearly four decades, including AOL, InformationWeek and Internet News, as well as for leading technology providers including HP. She’s written everything from breaking news to in-depth industry trends and reported on technology long before the internet arrived, including the debut of the first smartphone. When she's not sharing insights on digital signage deployments and trends in retail customer experience she's on the beach or watching the latest live murder trial.

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