The terms explained
Digital signage is the international umbrella term for any form of digital visual communication on screens. Narrowcasting is originally a Dutch term that specifically describes the targeted, audience-driven variant.
The key differences
In practice there are three differences: audience focus, placement, and interactivity. Narrowcasting is almost always internal or location-bound, while digital signage also covers public outdoor advertising.
Audience
Narrowcasting addresses a known audience: employees, visitors to a specific location, or customers of a chain. Digital signage can also speak to anonymous passers-by on the street.
Content & cadence
Narrowcasting content rotates faster and is contextual — think daily menus, KPI dashboards, or wait times. Classic digital signage is more often static advertising.
Which term should you use?
In the Dutch market both terms are common. At QUIX we use narrowcasting when discussing internal and location-based communication, and digital signage as the overarching category.
Written by Mark Janssen — Founder & CEO. Last updated on 8 March 2026.