Digital signage is dynamic and valuable but there are misconceptions and myths.
Digital signage is a dynamic and impactful tool for communication. While it has been used for many years in various industries, many misconceptions and myths surrounding its implementation and effectiveness hinder organizations from harnessing its full potential. Below we debunk the 10 most common digital signage myths, providing insights into the realities and dispelling doubts or reservations. By shedding light on these misconceptions, we aim to empower businesses to embrace digital signage as a valuable communication asset.
Myth 1: Digital signage is expensive
While initial setup costs will always exist, advancements in technology have made digital signage more affordable than ever. With prices on hardware such as screens and players coming down and options such as cloud-based solutions, costs can be tailored to fit different budgets.
Myth 2: Digital signage is difficult to manage
Modern digital signage platforms offer user-friendly interfaces and intuitive content management systems. For example, Omnivex Ink is a web-based, cross-platform digital signage solution that enables you to drive real-time content to any screen — digital signs, mobile devices, kiosks, and more. Tools like this can make it easy to update and manage content remotely, eliminating the need for complex technical knowledge.
Myth 3: Digital signage is only for large corporations
While large corporations may have been early adopters of digital signage, it has become more accessible for organizations of any size. Whether a small business, educational institution, restaurant chain, or multinational corporation, you can leverage digital signage to effectively convey messages and engage your audience. It offers a versatile communication platform that can be customized to suit your organization’s unique requirements and allow you to engage customers, enhance brand presence, and deliver impactful messages.
Myth 4: Digital signage is only for advertising
Dispelling the myth that digital signage is only for advertising is essential to recognize its broader capabilities and applications. While advertising is undoubtedly a prominent use case, digital signage serves many other purposes. It excels in crown control, emergency notifications, employee communications, interactive kiosks, menu boards, welcome screens, room usage, schedules, wait times, wayfinding, and more. Digital signage can engage audiences, enhance communication, and provide valuable information in various settings, such as retail stores, corporate offices, healthcare facilities, educational institutions, and public spaces. Its versatility lies in its ability to deliver dynamic and interactive content, making it an effective tool to convey messages, guide individuals, and create immersive experiences.
Myth 5: Digital signage is ineffective
When implemented correctly, digital signage is highly effective in capturing attention and delivering messages. Numerous studies and statistics highlight its effectiveness in capturing attention and delivering messages. For instance, research by Intel found that digital signage captures 400% more views than static signs. When strategically implemented with compelling content and proper audience targeting, digital signage can deliver impactful messages, enhance brand awareness, and drive desired actions.
Myth 6: Digital signage is difficult to integrate with existing systems
Most digital signage solutions offer integration capabilities that simplify connecting with your existing systems. With the availability of APIs and plugins, integrating digital signage with common systems like social media, event calendars, weather updates, data feeds, and content management systems has become relatively straightforward. User-friendly interfaces that facilitate system connections enable you to leverage your existing data sources and workflows, saving time and effort in content management. Integrating your digital signage with various feeds and back-end systems enables seamless content management, and real-time updates, resulting in a more efficient and streamlined communication strategy.
Myth 7: Digital signage is not secure
Digital signage solutions incorporate various security features to protect against unauthorized access and potential vulnerabilities. Secure content management systems enable your administrators to control and manage content access rights, ensuring only authorized individuals can modify or update the displayed content. Encryption protocols are implemented to secure data transmission between media players and content servers, safeguarding against potential interception and unauthorized access to sensitive information. Ensure your digital signage provider releases regular software updates and patches to address any security vulnerabilities that may arise. Additionally, you can implement physical security measures, such as tamper-proof enclosures, lockable mounts, and secure cable connections, to protect the digital signage hardware from unauthorized tampering or theft.
Myth 8: Digital signage is only for indoor use
While digital signage is commonly seen indoors, it can also be effectively deployed in outdoor settings. Outdoor digital signage solutions are designed to withstand harsh weather conditions and ensure optimal visibility in bright sunlight. These displays have high-brightness capabilities, weatherproof enclosures, and durable construction to protect against the elements. You can use outdoor digital signage for various applications, including digital billboards and advertising screens, wayfinding in large outdoor venues, displaying transportation schedules, providing real-time information in public spaces, and outdoor menu boards in drive-thru settings.
Myth 9: Digital signage requires a dedicated IT team
While technical expertise can be beneficial and required during installation, digital signage platforms are designed to be accessible and manageable by users with varying levels of technical knowledge. Many digital signage solutions offer intuitive interfaces and user-friendly content management capabilities. With these platforms, you can typically have drag-and-drop functionality, pre-designed templates, and scheduling features that make content creation and management straightforward. Additionally, cloud-based digital signage platforms eliminate the need for complex on-premises infrastructure and technical maintenance. With cloud-based solutions, the service provider handles updates and software patches, reducing the burden on your internal IT teams.
Myth 10: Digital signage is challenging to measure ROI
While measuring ROI for digital signage may require a thoughtful approach, it is not impossible. Most digital signage platforms offer built-in analytics and reporting features that provide valuable insights into viewer engagement, content performance, and audience behavior. You can use metrics, such as dwell time, click-through rates, and conversions, to assess the effectiveness of your digital signage campaigns and determine their ROI. Additionally, you can track key performance indicators aligned with their objectives. These may include increased sales, customer satisfaction, brand awareness, or improved communication efficiency. Lastly, you can conduct surveys, gather customer feedback, or conduct A/B testing to gauge the influence of digital signage on customer behavior and purchasing decisions. When combined with quantitative data, these qualitative measures provide a holistic view of the ROI.
Digital signage has become an integral part of modern communication strategies, and debunking the myths that hinder its adoption is crucial. By dispelling these misconceptions, organizations can leverage the power of digital signage to captivate audiences, drive engagement, and achieve their communication objectives. With affordability, ease of management, and proven effectiveness, digital signage is a valuable tool for organizations across industries, fostering meaningful connections and enhancing brand experiences. It’s time to embrace the possibilities and unlock the full potential of digital signage.
Jennifer is responsible for all aspects of marketing at Omnivex including strategy, communications, and execution. She has helped Omnivex redefine what digital signage is and how it can help organizations enhance and extend their two most valuable assets – people and data. Jennifer has over 25 years of software marketing experience at companies including PeopleSoft, Longview Solutions, and Microsoft.