Digital Signage vs Static Signage: Which is Better?

This article will provide a detailed comparison between digital and static signage, helping businesses make informed decisions about which type of signage will best meet their marketing and communication needs.

There is an evolving landscape of signage in modern marketing. But what are the advantages and disadvantages of digital signage and static signage? How do companies determine which is more effective for contemporary businesses? 

Understanding Digital Signage vs. Static Signage

Digital signage refers to digital displays that use things like traditional flat screen televisions to display video content, images, and other changing or evolving information. There are several components, including the hardware and the software behind the content produced. Static signage by comparison is something that is static, something that doesn't change and often includes things like print material.

Advantages of Digital Signage

There are several advantages associated with investing in digital signage.

Flexibility and Customization

The first comes down to the flexibility and customization. With digital signage displays you have the option of making changes in real time which facilitates easy updates. You also control the content and can create targeted content based on different demographics, times of day, or work time flow.

Engagement

Digital signage offers better engagement simply by way of the use of dynamic content. Things that are moving and changing, with videos and graphics, are more likely to catch the eye of customers and clients and, therefore, encourage better engagement.

Cost Efficiency: Long-term savings on printing and distribution

When you compare digital signage and the cost of traditional advertising and communication methods, it is easy to see that there are several advantages to getting started with digital signage.

1. Firstly, traditional advertising methods might involve cold calling or running a call center, both of which come with high costs at an hourly wage against commission, the cost of running a facility, or providing SIP software for employees.
2. Secondly, traditional communication methods typically involve print material and print material comes with a high risk of environmental waste as well as increased costs over time as any changes to things like products or pricing means that new material has to be printed.
3. Thirdly, traditional advertising and communication might involve stagnant displays on a television screen, but this doesn't give dynamic or rotating information that is scheduled; instead, it is simply a way to display print material on a stagnant screen.

Digital signage costs might be a couple of hundred dollars upfront, depending on the physical hardware you need, but from there, the ongoing expenses of software solutions are relatively minimal, significantly less than you would spend creating and printing things like posters, banners, flyers, and other media.

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Digital Signage Costs:

-Start up costs of a few hundred dollars

-Inexpensive content creation software

-No ongoing costs for displaying or sharing new content

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Traditional Advertising:

-Limited start up costs

-Potentially inexpensive content creation 

-Continual costs for printing new material or sharing material online

Analytics

Digital signage means that you can track viewer engagement and effectiveness. This is a significant benefit over static signage because it allows companies to review the efficacy of different promotional campaigns and then make changes in real-time to further test how well a certain campaign is working.

Advantages of Static Signage

There are certain advantages associated with static signage.

Simplicity

The biggest advantage is the simplicity. When you compare digital signage vs. static signage, static designs are easy to produce and to implement and they don't require any technology in order to pass out completed brochures or display signs in your office.

Cost

The cost of implementing static signage is arguably less compared to digital signage. The lower initial investment comes from the fact that you don't need to pay for technology or ongoing expenses for software. However, you will possibly need to pay ongoing expenses for updated print material.

Durability

When looking at digital signage vs. static signage durability is another advantage that falls into the category of static signage. The static signs are resistant to any technical failures so it doesn't matter if the power goes out, if your internet isn't working, or if you have another technological glitch; static signs will still work.

Visibility

Another advantage is the visibility. Even if you have limited digital infrastructure you can use static signage effectively in different locations.

Disadvantages of Digital Signage

So, what are the disadvantages associated with digital signage vs. static signage?

Initial Cost

The biggest is the higher upfront cost. This can be hundreds of dollars for companies. 

Technical Issues

There are also downsides associated with potential technical issues. There is potential for malfunctions and the need for maintenance. Not every business owner has the time, inclination, or skill to fix technical issues which means displays might be temporarily down until someone else can help fix them.

Disadvantages of Static Signage

That said, there are disadvantages associated with static signs as well.

Lack of Flexibility

One of the biggest disadvantages to static signage is that it cannot be easily updated or changed. Restaurants, for example who have a change of menu options, change in the hours that certain items are available, or change in pricing all have to resort to setting aside more money to purchase additional static menus or display signs as opposed to digital signs which can be automatically updated at next to no cost. 

Limited Engagement

Similarly, there is limited engagement because it is static content, which means it can't have running banners along the screen, real-time updates, or other capabilities.

Environmental Impact

There is an ongoing need for materials and printing, like in the example of the restaurant above and this is another disadvantage of static signage.

Use Cases and Scenarios For Digital Signage vs Static Signage

So how do you know when to choose digital signage vs. static signage? It comes down to your company needs.

A company looking to display a sign with the new company name or new ownership information can get away with a static sign because that information is not likely to change, is something that needs to be on display without any potential technical difficulties, and doesn't require real-time updates.

But inside, that same company might need digital displays to share availability of different services, which staff members are working on different days, and hours of operation especially when it is a new company.

For something like promotional information for that company that has recently opened can either be digital or static depending on company preferences. Static displays can't be altered but if the promotion doesn't need to be altered, that works well. If the promotions are going to change over the course of the next several months of ownership, investing in digital signage might be better.

Conclusion

As mentioned, there are several personalized decision factors that companies need to consider when choosing between digital signage vs static signage. Choosing the right signage type for different business needs is imperative, and facilitating that choice comes down to looking at the advantages and disadvantages of both.

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