Is digital signage more efficient than printed posters?

24/05/2017 by Nick Johnson

Digital Signage cosmetics stand

The fact is… time is money! So the ability for digital signage to be seamlessly updated with new content anytime at the press of a button, ensures the savings and benefits continue to mount.

Static posters are by definition static. With the content and design fixed they can only show a single advertisement per location, meaning that only one message can be communicated to consumers within your high footfall areas. With posters being physical items, there is also no flexibility to change the content easily if printed incorrectly or if they become outdated, often resulting in a time consuming process back to the printers for a new print run.

On the other hand you have the digital signage solution. In just a few clicks new content can be displayed on your in-store screens, across multiple locations around the world. This means you can instantly and effortlessly update your campaign materials on whatever time, day or date you wish. In fact, with just a few simple clicks from head office you could even target information to an exact geolocation or tailor your message to a specific audience demographic.

With digital signage you’re giving your teams the ability to be agile to your customer or company needs, transforming your in-store advertising spaces into powerful marketing tools. By having the innate ability to playback multiple assets gives you the ability to create and schedule an infinite sequence of desired messages that can be played back to targeted screens within your digital signage network. It’s almost unfathomable to conjure up how printed signs would do something similar. Clearly, when it comes to the speed of deployment and number of messages communicated, digital signage is the clear winner.

Window signage

So the benefits of instantly getting marketing messages out to your end consumer are immediately compelling, however it’s also worth taking the time to consider the full implications these efficiencies bring to your internal work-flow and distribution. When you only have printed signage to promote your products, the work-flow is really slow. Producing traditional print signage is often a time consuming, labour intensive and expensive process. Print requires transport, people and physical media at each stage of the process. From the moment paper stock arrives at a printers until the time someone actually installs the finished printed poster, transportation and labour costs never cease.

Digital signage can be updated in seconds. Once implemented there is nothing to stock, nothing to ship, nothing to install. The digital signage work-flow is far more efficient. There literally is zero transport of physical media and people required between the point of origination to the point of display. Cutting out these processes from your work-flow not only reduce costs but also increase the speed of distribution and all round productivity of your company.

​Case Study: A brand is releasing an in-store winter clothing promotion in September. In this scenario the approved designs needed to be at the printers by early August to allow enough time for it to be printed and delivered. Therefore the promotions for September needed to have been designed way back in June. Where is the opportunity there? With a digital network you can archive your pre-designed promotions or even create your promotions for September one week or one day before. Imagine you have featured a raincoat in your printed September promotion, but this year turns out to be particularly warm and dry. Your printed poster is losing you potential sales on better placed products. By opting for digital signage, this client is now able to continue promoting summer clothing throughout September and be ready to instantly switch it the moment that first drop of rain falls. Just like the street sellers who pop up out of nowhere with umbrellas when it starts to rain, digital signage has the ability to be on time with the right message when needed.

Across this series of blogs we are exploring the benefits and advantages of moving from printed posters to digital screens. You can read our other blogs related to this series by clicking on the links below:

1. Marketing Speed & Flexibility - Is digital signage more efficient?

2. Brand Engagement & Impact - Is digital signage more effective?

3. CSR - Can digital improve your environmental footprint?

4. Sales & Advertising - Will digital signage make you more profitable?

5. Financial Impact - Will digital signage reduce your cost?