Introduction In the 21 st century advertisers needed to tap into cutting-edge technology in order to reach out to their clients and increase their market share. One of the latest development in delivering advertising content is the use of digital signage systems. A digital signage system is an interactive way of communicating with the company’s target market. In public places digital signages can be used to interact with potential customers. Since the system is highly interactive the customers will have the chance to send a feedback to the source of the message. In the past advertising is limited to one-way communication. Print and TV advertising is an example of one-way communication. There are so many businesses competing for the attention of the customer and thus there is a need to break away from the pact. Digital signage systems offer provides competitive advantage as it will allow merchants to communicate interactively with their customers. According to global brand 3M this is the power of one-to-one marketing (3M, par. 7). This is made possible by the use of touchscreens and other interactive devices (3M, par. 8). This is like having a “virtual sales associate” that can readily provide information to the customers when needed (3M, par. 9). It increases flow of information with very minimal effort from the customers. Business establishments that deploy this kind of business tool can be assured of reaching a bigger share of the market. This effect can even be enhanced by placing digital signage displays in places where their target market can be expected to congregate. A good example would be to place digital signages in banks, restaurants and within the premises of the store. If digital signages are placed inside a bank, the system can inform those who are waiting in line about a new product or service that they are offering and by the time that the customer has reached the bank teller he or she is ready to inquire regarding the advertising content. Retail Digital Signage One of the most exciting new technologies that are available for advertisers is the interactive digital signage systems. This new method of delivering media content provides competitive advantage for firms that can directly communicate with their target market. The promise of digital signage systems is not only to be interactive with customers but also the capability to sell a the right product, in the right place and in the right time. It is as if the salesman is doing door-to-door marketing campaign but this time the customer can be unaware that such a ploy is in effect because digital signage systems are placed inside the stores, inside banks, restaurants, busy subway stations – in places where the target market is a captive audience. The power of this new medium can be seen in retail marketing. Retail digital signage is just an easy way of describing what this technology can do in terms of retail marketing. The best way to understand this is to see digital singages near the cashier or near the fitting room for instance. One of the purposes of the system is to encourage customers to buy related products. For instance in a grocery a customer’s original purpose is to simpl