Businesses are using digital signage more and more frequently as a means of customer communication. But can your regular TV be used for effective business advertising?
Although a TV may look similar to a digital signage screen, they are designed for different purposes. Here are a few significant differences to consider:
Visually Appealing Content
Visual content may leave a lasting impression on your audience when used well. Whether it’s a stunning infographic or a captivating video, visually appealing content helps to establish trust with your audience and drive sales.
While it is possible to use household TVs as digital signage screens, there may be better choices for business purposes. For one, they are not designed to be on 24 hours daily and can suffer from image retention and color fade. In addition, TVs cannot be remotely controlled or updated and are more vulnerable to security issues.
Businesses can display more engaging and impactful content with commercial TV digital signage. For example, restaurants can display different menus at appropriate times, and auto repair shops can feature rotating service offerings on their digital displays. Businesses can also leverage inspirational quotes and photos to uplift their audiences. These can be particularly effective in retail stores, gyms, and health and wellness establishments. This type of content can also be easily created using a CMS and scheduled to play automatically at predetermined times and dates.
Interactive Features
Digital signage offers several benefits that other out-of-home media (OOH) cannot. For example, it is a high-impact way to display relevant content to the audience in real-time. It also provides an opportunity to gather audience engagement data and analytics, enabling organizations to make informed marketing decisions.
One significant difference between commercial and consumer TV is that commercial digital signage displays are built to withstand constant use – much more than regular television screens. This ensures that your business messages will be visible, even after long periods. On the other hand, consumer TVs can easily suffer from “screen burn” after being used continuously for a few months.
Moreover, commercial screens are often designed to be remotely managed and monitored using a CMS. This enables organizations to monitor their network of commercial displays and resolve any issues that may arise. This is an essential feature for first-time network owners who want to minimize upfront costs and operating expenses. Smart digital signage screens can also eliminate the need for external media players, lowering installation and maintenance costs.
Real-Time Data Integration
Real-time data integration refers to the process of automatically integrating and analyzing data almost instantly. The goal is to deliver the most accurate, current information, such as customer data or business performance metrics.
Time-sensitive applications such as stock trading, medical monitoring, and navigation require updated data within milliseconds or seconds. Data is captured from various sources such as databases, cloud-based applications, web platforms, and IoT devices. Using a scalable, reliable, real-time data integration system that does not impact production systems, the most recent events are captured, processed, and then sent to the application.
The benefits of real-time data integration include better decision-making, enhanced operational efficiency, and improved customer experience. It also enables businesses to mitigate risks and identify new growth opportunities.
Implementing a real-time data integration system requires specialized tools and technologies that can instantly process continually flowing data. While costly, the benefits can provide a positive ROI over the long term. For example, it can help reduce fraud, cybercrime, and production issues. It can also detect and alert businesses to problems before they escalate, such as a phishing attack or power outage.
Optimal Visibility
Visibility is detecting objects based on their contrast with the surrounding environment. Physical contrast, or the difference in luminance between an object and its background, is the standard method used to assess it. It is determined by comparing the viewer’s contrast sensitivity to this difference. If the object contrast is more significant than a threshold, then it can be considered visible – that is, the viewer could “in principle” perceive it. However, it is essential to note that perception requires conscious attention.
Commercial TV digital signage displays in-store advertisements and entertainment that can enhance brand visibility and increase customer engagement and sales. These screens are brighter than domestic TVs and can be viewed in direct sunlight. They also offer a range of unique sizes and futuristic screen options unavailable on television.
Use a letter height visibility chart to determine the optimal sign reading distance to ensure your business’s digital signage can be easily read. You can find the distance measurement on the right-hand side of the chart and then look for the corresponding line height in the far left column to see what signage lettering size would be best.
Affordability
Digital signage is a cost-effective way to get your message to as many people as possible. A local grocery store, for example, could use it to promote its weekly specials on its TV screens, while a clothing brand might advertise its latest spring collection.
However, it’s essential to understand that not all TVs are created equal regarding digital signage. Using a consumer TV as a business display screen can ultimately be more costly in the long run.
A typical TV has limited input ports, while digital signage displays are built to support a wide range of external devices and connectivity options. In addition, TVs often have a sound system, while digital signage is usually silent.
Moreover, smart signage incorporates a media player into the display, eliminating the need for an external device and reducing installation costs and ongoing operating expenses. This feature also allows businesses to update their messages and menus quickly. This is a major advantage over traditional, paper-based signage.
