10 Reasons NOT to Deploy Digital Signage

Posted by on Feb 15, 2013 in Industry, Insight
Digital signage is not for everyone. In fact, there are a number of reasons companies and entire industries have passed up digital signage. Here are a few legitimate reasons to pass on digital signage, in no particular order.
  1. It’s complicated. Signage is a monster with many heads. It’s not a one-trick pony held up in a garage. Between the hardware (screen, box, cabling, mount & server) software, content creation, content scheduling, connectivity and training, one simple screen begins to look a bit like Friday the 13th
  2. It’s distracting and annoying. We’ve all heard the complaints, “the thing is too bright,” “it plays the same stupid thing over and over,” and “the content is crappy.” Some of these concerns can be alleviate with proper display screen management and consulting, but the reality is some people just don’t like it! 
  3. It’s a waste of money. No positive ROI. You can get a quicker ROI elsewhere. When budgets are cut money is put into projects who’ve a better ROI or a more strategic play. Period, end of story. 
  4. It’s too expensive. Doesn’t fit within the budget. When the price of signs gets down to the price of a single printed version, adoption will be rampant. It’ll only get there with ad-funded models, which from my estimation may take a while. 
  5. It’s a bandwidth hog. Sure, most sign networks don’t stream there content and some even allow for scheduled uploaded during no peak-load hours like at 2 a.m., but let’s face reality. One hiccup of a non-sneakernet system is pushing long loop updates of HD  content across a network. It’s tough on bandwidth.
  6. It will be cheaper in 6 months. Technology will always have this problem, especially nascent industries. Sad to say, but signage is still nascent as it has not caught on like all industry projections supposed. This reflects back to #And, yes it probably will be cheaper in 6 months. I’m still waiting on my iPad6. What can I say, I’m a late adopter
  7. People don’t pay attention. Screens are more often ignored, especially in high-traffic locations with little to no dwell time. The message sent is too-easily interrupted by all the other white-noise. 
  8. Equipment could get stolen. While not as legit as in times past, where there’s a will, there’s a way. You’d be surprised how creative people will be in order to get a nice commercial grade HD television. 
  9. It’s time consuming. Installing your units is one thing, but creating and managing content on multiple displays, even hundreds is a big time suck. If it’s not a priority to you to have nice, regularly updated signage and you’re not willing to pay someone to manage it, then take a hike. 
  10. It can be a legal nightmare. Think having a “privacy policy” on your website relieves you of all liability? Well, digital signage is a more complicated beast, especially if other try to gain physical access to the screens content stream. 
We obviously like it when people purchase and install digital signs, but each is entitled to his/her own excuse. Even with the most excellently-crafted rebuttal, “a man convinced against his will is of the same opinion still.” 
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