Sentence:  [I]t is critical for today's advertisers to realize how different digital <WSD>signage</WSD> is today from traditional advertising, be it the difference between static <WSD>signage</WSD> and digital content on digital screens, on one hand, or the difference between a traditional broadcast TV ad and a digital <WSD>signage</WSD> ad, on the other. 
Meaning of the word marked with <WSD> tags:  Signs, particularly those imparting commercial, directional, or road traffic information, taken collectively.