Comprehensive digital signage design, installation and management services.
Comprehensive digital signage design, installation and management services.

Potential Pitfalls Of Digital Signage

Want to avoid the five most common potential pitfalls related to digital signage?

When investing in digital signage it’s essential to employ long-term thinking, to avoid false economies and incurring unnecessary expensive problems at a later stage.

We review the five most common digital signage pitfalls.

1. Location-specific issues

There are multiple factors that can impact how effective digital signage will be once installed – e.g. glare from the sun, reflections, wifi signal, visibility from various distances and positions. This means that different environments and situations require different solutions. Install the wrong hardware in the wrong place and it’ll be difficult for your target audience to view the displays.

It is essential to get a site survey from an experienced consultancy, otherwise you risk them installing an ineffective solution, and/or poor performance from your estate.

Freestanding information kiosk at a cinema in Manchester
Outdoor digital signage freestanding totem and an installation engineer

2. Problem-prone hardware

Whilst it is possible to buy cheaper products of a ‘good enough’ quality, it is essential to do rigorous testing prior to their installation.

Failure to do so can result in screen displays not working, leaving a high-profile embarrassment on display and failing to give people the information they need. It is also more likely to result in expensive engineer call-outs and replacement hardware, which can cost much more than the original saving you made.

3. Compatibility issues

Many people are surprised to hear that not all digital signage hardware is compatible. One tried and tested product does not always work well with another. Many digital signage installers don’t bother to check compatibility prior to using new types of hardware together for the first time.

If you are adopting new technology or applying it in a new way, it is important to work with a reputable consultancy that will perform pre-installation compatibility checks and/or risk assessments on the hardware.

Open wall-mounted digital signage enclosure protecting an LCD screen
Video wall for advertising in an ODEON cinema

4. Short product lifespan

As technology evolves, electronics hardware manufacturers will often discontinue their products and replace them with something else. When a  product (e.g. screen) is coming to the end of its lifespan, it can be difficult to replace with a like-for-like product, even when under guarantee. This is especially important for video walls, where a screen from a different production batch or different model will often have subtle differences that stand out, spoiling the display. Furthermore, a manufacturer’s recommended replacement may not be compatible with other hardware in the existing digital signage estate.

A good consultancy will check the length of a product’s expected lifespan for key items of hardware prior to purchase, to avoid this issue.

5. Underestimating estate management needs

The effectiveness of digital signage and its ability to deliver an impressive return on investment has been proven time and again. But constantly creating and scheduling in new content, and managing and maintaining a large estate can be a significant ongoing task.

Before purchasing and installing any hardware, it’s important to identify what resources will be required on an ongoing basis to manage your digital signage estate.  If you don’t have all the necessary time and skills in-house this could be outsourced.

Consider the number of third parties you want to involve, where all the responsibilities will lie, and how trouble-shooting will be tackled between them. A single supplier that takes responsibility for everything is often the easiest solution.

Want to avoid making mistakes with your digital signage project? Get in touch

Self-service freestanding ticket kiosks at a UK cinema
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