According to Doug Bannister, founder and CTO, Omnivex, from small cafés to boutiques to large showrooms, digital signage is a valuable marketing tool that delivers results.
Don’t buy into the following four myths about digital signage:
You should wait for the technology to mature more
While there will undoubtedly be further advancements in digital signage technology, existing technology is already mature, with most digital signs using LED backlighting, which cuts way down on power consumption. And yes, 4K displays are here, but HD is still phenomenally popular and is more than sufficient for most digital signage applications.
You can save by using a consumer-grade display
In some cases this is true, but usually a commercial-grade display is worth the investment. Consumer-grade panels are rarely rated for longer than 10 hours of daily use, while digital signage is typically expected to perform longer than this. Furthermore, warranties on top commercial displays last up to six years, compared to the typical one-year consumer-grade warranty (which may be voided anyway if it’s used in a commercial environment). Commercial-grade displays let users lock out video inputs so no one can turn them off or change them, plus many have schedulers and on-off timers for source flexibility and automation.
Digital signage costs too much
On the contrary, the ROI for digital signage can be easy to justify. Screen sizes range from modest to very large, and a high-performance full HD display with media player and software in a turnkey solution can be had for a reasonable sum. No longer does using digital signage require expensive equipment, coordination among multiple vendors, and specialised software.
Benefits become apparent very quickly as your business generates additional sales revenue due to relevant information being presented to customers in your store. You can even display customer endorsements that come in from Facebook and Twitter on your digital signs. And when a campaign ends, you’re spared the hassle of discarding old physical materials and starting over.
Installation and content will be too complicated
Today’s digital signage systems allow content to be uploaded in a variety of ways. Creating signage content today is no more complicated than creating an audio playlist or putting together a PowerPoint presentation. Many of today’s digital signage applications include pre-made templates that make it easy to build content, without the necessity of hiring a designer. Updating your digital signs as needed is easy.
There is simply no reason to be intimidated by the idea of using digital signage. With powerful systems available at a range of price points, even small businesses can make great use of this technology to drive higher revenues and generate relevant, up-to-the-minute advertising without expensive third-party software or the necessity of hiring a designer. Advances in technology have made displays more cost-effective, brilliant and energy-efficient than ever, and the ROI for digital signage can be both quick and positive.