Existing literature on digital signage is growing but has not always emphasized the cognitive processes of the audience. This research aims to address this gap by studying how young women in Singapore cognize commercial digital signage in shopping malls and what cause them to do so. Using cognitive ethnography and taking the situated action approach, our findings suggest a comprehensive list of factors, both external and internal, that influence young women's cognition of commercial digital signage in both positive and negative ways. The research's practical implications are discussed.