Abstract: A display shelf for use, for example, in retail stores includes a product-supporting surface and a forwardly positioned display surface extending downwardly and forwardly from the front of the product-supporting surface. A video device with video content is secured to the shelf with the screen of the device visible though an aperture in the display surface and through a second aperture in an advertising sign that covers at least some of the display surface. A proximity sensor is provided to initiate playback of the content stored on the video device when the presence of a customer in the vicinity of the shelf is detected. Control buttons extend through registered openings in the display surface and sign. Each button, when operated, initiates playback of a particular one of the different videos stored on the device. Indicia on the sign adjacent each button provide information about the content of the respective videos.