SCN: How long have you been with Navori Labs Group, and what are your responsibilities?
Jason Cremins: I officially joined Navori Labs Group on Sept. 1, coinciding with the completion of its acquisition of Signagelive. It’s a unique professional convergence where both Signagelive and Navori were founded in 1997, making us among the original pioneers of digital signage. I’m responsible for guiding the overall vision and strategic direction of our software, devices, and product development. I’ll also work closely with the executive team to drive growth. We’ve built a highly collaborative environment that positions us well for the future.
SCN: What are some of the new trends in digital signage?
JC: We continue to see strong momentum around screen monetization, along with a shift in how network control is approached. Retailers, in particular, are showing greater interest in managing their own networks rather than relying on third parties. Many have direct relationships with media buyers and are looking to leverage those connections. Navori digital signage software has long included an ad management feature, and more customers are now using this functionality to its full potential.
LED is also growing quickly. These displays are being used in more locations, and we’re seeing interesting integrations with media player devices, analytics tools, and other technologies in the digital signage ecosystem. We’re actively partnering with companies that have integrated our StiX 3800 devices into their LED cabinets. Moving forward, we expect a focus on simplifying LED design, improving compatibility with CMS platforms and media engines, and ensuring seamless integration between software and display scalers.
SCN: What’s the secret to designing effective digital signage messaging?
JC: It still first comes down to knowing your audience and understanding what inspires their visits. That ties into understanding the proximity of the audience to the screen, and captivating audiences with timely messages that matter. Analytics are essential to creating that landscape with precision. The footfall component is critical to accurately and anonymously identifying your audience.
SCN: What makes Navori’s content management system unique?
JC: The Navori CMS was built with that single pane of glass ethos in mind, meaning that the media, the playlists, the calendar, and the devices came together as one holistic solution. That was Jerome’s vision, fueled through a desire to efficiently manage across large-scale networks. Navori has always been ahead of its time with deployment capability. They deploy on-premise, as a SaaS, or via private cloud—or it can be installed on a customer’s private server. They are not tied to one model and remain very flexible.
SCN: AI seems to be part of every Pro AV conversation these days, so how is Navori using AI in its service offerings?
JC: Navori has long considered AI part of the computer vision world, which has long been an active element in our software. One example is context-based automation, which triggers and serves content relevant to the audience. Computer vision was also an essential element when we launched their first holistic analytics solution several years ago. We have now extended the use of AI operationally inside the organization, often as a test bed. We use it for development and quality assurance purposes. And I think that sets a foundation for Navori to apply and utilize AI for customer deployments and network maintenance.
We continue to see strong momentum around screen monetization, along with a shift in how network control is approached.
SCN: Do Navori customers have to use your StiX 3800 digital signage player for all deployments?
JC: The StiX 3800 is Navori’s preferred media player, engineered from the chipset up to deliver a purpose-built, high-performance experience. It’s optimized for seamless integration with our digital signage software and supports advanced features such as AI-powered analytics, offering unmatched value within the Navori ecosystem. At the same time, we maintain a selectively agnostic approach. Our platform supports a wide range of digital signage players and SoC displays that are globally available, manufacturer-supported, and aligned with scalable growth opportunities for our customers and partners.
SCN: How can a facility best determine how many screens it needs in its digital signage network?
JC: This is subjective in most scenarios, and the relevance will typically depend on the size of the space, the size of the screens, and their proximity to the audience. A large open warehouse benefits from one large LED video wall. A corporate office will benefit from screens that are strategically placed throughout the building to ensure that everyone sees and consumes the message. And in any scenario, the decision will correlate with how focused the signage mission needs to be. All successful digital signage strategies rely on reaching audiences, but screen count, position, and density may increase if the emphasis is on increased dwell times to absorb critical, need-to-know information.
SCN: How much is the digital menu board business growing?
JC: It’s a rapidly growing business. QSRs of all types are deploying some form of signage, from single-store independents with indoor digital menu boards to regional and national chains installing outdoor digital menu boards across all locations. We see more single-panel preview screens positioned along the drive-thru journey and double or triple panel menu boards at the ordering stage. The barrier to entry for vendors is lower than before, as it’s easier than ever to build menu board solutions. The question any QSR or fast casual restaurant business needs to ask is whether that solution is scalable and supportable.
The next wave of growth lies in smart menu boards powered by analytics. QSRs can use this data in real time to make updates across the network, right down to individual locations. The era of rotating static carousels of images and videos is over. Today’s menu boards must integrate with point-of-sale systems for dynamic ordering and with monitoring tools for loss prevention. Data is essential for pricing, product mix, and location-specific decisions, making computer vision a key component of any modern solution.
SCN: What new initiatives are we likely to see from Navori?
JC: A new generation of Navori’s pioneering digital signage software is on the horizon. This next evolution will mark the beginning of a powerful integration of expertise from both Navori and Signagelive. More details will be revealed as we build up to ISE.
SCN: How can systems contractors better position themselves to profit from products and/or services you have to offer?
JC: Provide a meaningful managed service. Selling licenses to customers is just one part of the equation. Utilize the opportunities provided through the software, such as monitoring. That can open doors to valuable opportunities with recurring revenue, from network monitoring to troubleshooting and reconciliation. There should be an emphasis on operational revenues and less about just putting money in the tin. Make it a fully managed proposition where you become the heartbeat of the network.
