No Future for traditional signage in the era of digital signage

April 13, 2016 9:03 am Published by

The rise of Digital Signage

One of the biggest benefits of digital signage is its efficiency at engaging consumers. 59 percent of consumers who came into contact with digital signage wanted to learn more about the advertised topic. Though this engagement comes with higher implementation costs than traditional signage, the benefits make it a worthwhile and defensible investment:

  • Digital signage is cheaper: Once the initial investment is made, businesses gain a reusable resource that serves them for years. These options are expensive at first, but offer a much higher ROI than traditional signage.
  • Digital signage is faster: The process of acquiring traditional signs is lengthy and bogged down by lengthy creation elements such as design, development and distribution. Digital signage can be programmed in a fraction of the time, and easily adjusted to reflect updates. These displays can be ideal for information-based applications, such as in hospitals, where the medical status of each patient is subject to constant change and the information presented must be kept current.
  • Digital signage has lower risk: Traditional signs depend on accuracy — even the slightest typo can make a huge order of marketing materials or consumer handouts worthless. Digital options can be adapted and adjusted on the fly to present up-to-the-minute information. It gives advertisers nearly unlimited flexibility with their displays, and can help publicly-funded organizations (such as schools or churches) promote their services without needing to constantly reorder traditional sign materials. This feature alone creates numerous digital signage opportunities for sign shops.

The fall of traditional signage

Static sign providers have enjoyed a long run of being the go-to option for information display, particularly in the retail, advertising and manufacturing worlds. While this business model was successful in a time where computerisation and digital systems were still new, the modern era of signage demands more.

Efficiency, adaptability and connectivity rule the day, and emerging metrics for consumer engagement demonstrate the value of digital strategies across all of these fields.

The way traditional signage is produced puts it at a disadvantage from the very beginning. Traditional sign companies rely heavily on their supply chains — the distributors of their consumable materials, the designers and the manufacturing process of creating the signs. This is a necessary business model for traditional production, but suffers from several drawbacks.

As the complexity of production increases, organisational visibility decreases. Achieving project goals while coordinating with multiple suppliers is more difficult and presents more risk factors than performing a task entirely in-house. Problems in one part of the supply chain can trickle down and affect other processes, leading to delays and inefficiencies in production. All of these drawbacks are inherent to the traditional sign shop infrastructure.

Digital signage allows businesses to manage their design and distribution in-house, and the flexibility lets these same businesses customise their digital media and diversify the scope of their information relay.

Contact PDT Today to transform your traditional signage into Digital Signage.




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