datmedia insight and expertise:

Busting Digital Signage Myths

Let’s challenge misconceptions about digital signage.

There are so many myths about digital signage that installing a new system can be daunting. But really, there’s no reason to be intimidated.

Yes, there are a number of questions: what sort of screen should I buy, how big should it be, how is it connected, and what will it all cost? To help clear the air, let’s challenge the misconceptions that surround digital signage.

Some people still believe it’s too expensive (it’s not, the return on investment has been proven time and time again). Or that it’s too complicated. Again, it’s not. Single sites can easily run digital signage from a USB. Multi-site use cases require a content management system and there are many good value packages on the market. Laqorr is a great example of an easy-to-use CMS designed for business small or large.

But let’s take a look at three of the biggest myths about digital signage, and bust them.

Digital Signage is expensive

It’s really not, especially when you factor in the ongoing costs of conventional signage. For a start, you’ll no longer pay for printing and shipping, nor the added cost of distribution. You also eliminate the cost of compliance (the waste when signage isn’t hung on time in the right location). If no one can see your messaging, what’s the point of doing it in the first place? Once your screen, or network of screens, is in place, digital signage eliminates that ongoing expenditure.

The return on investment (ROI) is always improving because the cost of hardware is always decreasing. A high-performance HD display and media player using turn-key software is cheaper than it’s ever been. Increase revenue and recoup your outlay quickly by targeting customers when it matters most, at the point of purchase.

A consumer-grade screen will be OK

It might be, depending on how you use it. They’re certainly cheaper than their commercial-grade cousins. However they’re not designed for use sixteen hours a day, seven days a week and doing so could void any warranty. A typical consumer warranty is one year (void if used in a commercial environment). A commercial grade screens can be warranted for up to six years.

Commercial screens also have many useful features their consumer cousins don’t. More significantly, you have a much greater range of ‘nit’ (brightness) ratings on a commercial screen. This is particularly important if the screen is exposed to direct sunlight. Your content will be almost invisible on an outdoors-facing consumer screen. It’s next to useless when facing the sun. However your message will cut through on a hi-brite commercial screen, plus they’re fully warrantied. Consider the old maxim of “buy cheap, buy twice”.

Managing content is too complicated

If you know how to create a Powerpoint presentation, or are used to building an iTunes playlist, then you’re good to go. That’s all a Content Management System is – digital signage software that allows you to load media files then play them in the order. There are many on the market and they all do the same thing (although the better the CMS, the more creative you can get with your playlists).

Good digital signage software like Laqorr takes the stress out of managing your media. With a few clicks, your content appears in the right place, at the right time on any number of displays, from one to one thousand. If you’ve only got a couple of screens you might not even need a CMS; loading content on a USB could be all you need. There is a range of solutions available at different price points proving yet again that digital signage isn’t expensive.

Thanks to advances in technology, today’s digital signage is brighter, more energy efficient and more cost-effective than ever before. Consequently the smallest business can now use it to drive higher revenues with up to the minute messaging. ROI is both real and meaningful.

Free Demo Device

Now that you’re closer to making that first step toward unleashing the power of digital signage, it’s time to try it out. Ask about a free demo device that you can trial onsite at your leisure. You may even bust a few myths about digital signage yourself.