Digital Signage software and digital screens: What is it?

Let’s start with the definition. Digital signage software or digital signs are a way of conveying information about anything on electronic media located in public places. They can be used both indoors (in this case, we talk about indoor advertising) and outdoors (then we talk about outdoor advertising). Simply put, these are screens we see on the street or inside buildings that display static or dynamic images.

The two main components of digital advertising:

– A media player for digital screens;

– The screen itself.

However, there is something without which the broadcasting of digital advertising would not be possible. We are talking about digital signage software, or CMS, and the content that will be displayed on the screen. Everyone who hears about digital signage software for the first time believes that only large enterprises can use it in their marketing campaigns.

The scope of this technology is vast: from stores and restaurants to transport and hospitals. For example, a store can attract attention, and the screen can serve as a guide. This is especially relevant if the retail outlet is located in a less popular place. Restaurants can show individual dishes, the cooking process, or the work of the chef. In hospitals, such screens display useful themed content, and in the transport sector, screens can show informational videos about the development of the transport network in the region.

What tasks does Digital Signage solve?

Advertising. The main task here is to attract the audience and increase the number of clients. You can showcase a product in the best light, highlight its advantages, or inform about ongoing promotions. Entertainment content also works well. For example, consumers love watching the production process of something. If you create a short dynamic video ending with a call to action, it can significantly boost sales.

Informational. This includes information about location, operating hours, promotion dates, and much more that will be useful to the consumer.

Entertainment. To get people to watch an ad, it must grab their attention immediately. The decision whether a person will continue watching a video is made in the first few seconds. Therefore, it’s important to show something significant and dynamic—don’t linger on one frame for even three seconds. Moreover, entertaining videos can make the shopping process more interesting and pleasant, and the person will leave the store in a good mood and will definitely want to return.

In addition, Digital Signage helps improve brand recognition. Static signs no longer surprise anyone today. The audience’s eye becomes “blurred,” and many banners go unnoticed. Bright dynamic advertising can not only attract but also retain attention. What advantages does screen advertising offer businesses?

Higher return on investment compared to print advertising. Thanks to the ability to receive feedback and collect relevant data, investments in Digital Signage pay off within the first year. And if you use this advertising method correctly, you can significantly increase profits.

No intermediaries. To create print advertising, you need to involve many specialists: designers, installers, print studios, and many others. Here, you can create content yourself with just a few clicks. If desired, of course, you can hire a dedicated person.

Interactivity. This is what increases sales. Online checkouts, virtual fitting rooms, digital menus—all these make customers’ lives easier and bring the business the long-awaited money.

In reality, there are many more advantages to Digital Signage. No print advertisement can offer what digital content can. But how can small businesses take advantage of all these features?

Digital Signage on a limited budget: is it possible

The Digital Signage system is a valuable thing, so there is a persistent belief that only large companies can afford it. However, those times are long gone, and today a digital signage system can be used even on a limited budget. The main reason for this is the development of information technology. Cloud storage has made the process of setting up screens as simple and accessible as possible, and prices for all types of screen software have been decreasing.

This has automatically made Digital Signage solutions accessible to small businesses. Moreover, it is now unnecessary to buy expensive equipment, especially if you are not yet sure how you will use it or if you need it only for a certain period. You can always rent a screen to broadcast content. Usually, in this case, the rental company also handles installation and maintenance, which greatly simplifies the work.

Screen software is a powerful marketing tool that can help increase revenue. Thanks to the bright dynamic content broadcasted on the screen, audience engagement increases, the advertising campaign becomes more noticeable, attracting new clients. This, in turn, promotes revenue growth, which also works for small businesses.

Let’s consider what exactly the Digital Signage system offers to small companies that decide to use screens for advertising:

1. Moving away from ineffective advertising methods. Flyers are gradually becoming a thing of the past. Usually, they are not even read and are immediately thrown away. Yet the company has spent money on their production and distribution. This is simply a waste of the advertising budget with no results. Screen software always delivers results.

2. Variability. Even if you have only one screen, you can use it in different ways. At one time, you can broadcast information about promotions, at another, show short informational videos or make it a signboard for a store to attract attention. Change the content as often as you like.

3. Adaptability. These are not banners where you need to attach new canvases after printing them—information on the screen can be changed in just a few clicks. This means the screen will always display current data.

4. Cost-effective. You don’t need to spend money on printing and distributing other advertising materials. Screen software always attracts attention, allowing you to increase the number of clients.

Even these four points are enough to decide on the necessity of implementing free Digital Signage software into your business.

How to implement Digital Signage in small business

At first glance, it may seem that setting up Digital Signage is quite difficult, but it is not. Let’s take a closer look at how this process occurs and how small businesses should implement demonstration screens into their operations.

Equipment selection

Digital Signage consists of a monitor that broadcasts content and a Digital Signage player that uploads and synchronizes it. Modern players can be integrated with a wide variety of displays.

When it comes to screens for advertising, there are many different models on the market for any budget—from expensive professional ones to more affordable consumer monitors, televisions, etc. When choosing, you should focus on the tasks you face and what you want to use Digital Signage for.

Software

Digital Signage software is used to manage content on the screen. The choice of software should be based on your goals and the budget you plan to spend. However, there are several features you must consider:

1. Setup. The simpler, the better. You likely don’t have the time or desire to learn complex software operations or train your employees on it. Ideally, find software that requires no advanced knowledge or skills. The easiest choice is cloud storage, as it does not require a dedicated server, and the provider will handle all updates.

2. Ability to increase the number of screens. This may seem unnecessary now, but in the future, when Digital Signage starts generating additional revenue, you may want to increase the number of displays. Therefore, choose software that allows you to add extra screens without additional costs.

3. Content. Besides a user-friendly interface, the system should support all media formats. It’s very convenient when there are ready-made templates that only need to be edited. This is suitable for small companies without a dedicated content creator. Working with templates takes only a few minutes.

4. Integration with other applications. To optimize your workflow, choose a Content Management System (CMS) that integrates with other applications. This way, you can easily transfer content from other platforms and post various useful information, such as weather forecasts.

5. Remote management capability. This is one of the important parameters to consider when choosing software. The ability to manage content from anywhere is worth the extra cost. You can be anywhere and launch advertising campaigns, change content, and much more. We wrote about the possibilities of remote screen management here.

6. Reliability of the provider. It’s important that all measures are taken to ensure the confidentiality of the data received. Prefer a provider who can offer timely technical support in case of emergencies. And if you want to explore this topic deeper, choose those who also offer online training or good video tutorials on Digital Signage. This can be very useful if you haven’t dealt with demonstration screens before and don’t know their capabilities.

After studying all these parameters, choose a few options and analyze the cost. Based on all this, you can make a final choice. Small businesses generally find it more convenient to work with cloud software. It is provided like home internet or a subscription—with a monthly or yearly payment. As soon as you stop paying, access is restricted. Usually, the cost depends on the number of connected screens.

If you choose a local solution, you will need to purchase a license. Its cost can be quite high. Managing cloud software is also much easier.

Modern equipment

Modern equipment often allows for cost reduction. With mobile phones, the principle is “the older the model, the cheaper it is, and vice versa,” but with professional screens, things are not so straightforward.

As this industry develops very quickly, the manufacturing technology has become more widespread and simpler. This means that the production cost of modern equipment is often lower than it was a few years ago. Consequently, prices are generally lower as well.

A few years ago, Digital Signage included not only a digital signage player and a screen but also a server component and additional accessories. This automatically increased the cost of the complete solution, as well as its maintenance. Modern screens are produced based on the all-in-one principle, which reduces the price of the equipment. It is more cost-effective to buy and operate them than older models.

In a sense, Digital Signage can be compared to computers. The earliest machines were bulky and cost a lot of money. But the more they were produced, the simpler their design became, and the cheaper the computers were. If earlier, not everyone could afford them, today, there is not only a computer in every home but also with every family member.

Digital Signage can also be used by small business owners. It is always possible to find an effective solution within your budget. And if you are not ready to buy a screen yet, you can rent one and see how well this format suits you.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!