5 Questions to Ask Before Buying Digital Signage
Digital signage can be a significant investment for your business, and making the right decisions on software, content, and ease of use are key to success.
Asking the right questions before you make a digital sign purchase can help you avoid costly mistakes and ensure your investment delivers long-term value.
1. What Are You Trying to Accomplish?
The first question you need to ask—and the most important—is what you are trying to accomplish by investing in digital signage. What is your “why”?
Digital signage can serve as a solution to your business’ challenges or goals, but you first must know what those are.
For example, do you want to:
- Improve employee communication
- Reduce perceived wait times
- Display KPIs, dashboards, other stats for meetings
- Promote products or services
- Share emergency alerts
- Assist visitor navigation
- Increase awareness of your business
By defining your goals upfront, it will be easier to find a digital signage solution that fits your needs.
2. Where Will the Digital Signage Be Located?
Your goals, as well as a digital signage vendor, will help determine the best locations for your digital signage, but it’s good to have general locations in mind. Are you looking for an indoor or outdoor solution? Do you want multiple displays installed on one site or signage installed across multiple locations?
If you’re installing signage across multiple sites, make sure there is a cloud system that enables content to be managed and updated centrally. Also be aware that zoning regulations may differ if your locations are in different counties, cities, or states.
3. What Content Can You Display?
Your digital signage is only as good as the content, so make sure you have a clear understanding of what you are looking to display on your screens.
Do you want the ability to just display images and videos? Do you need data or systems integration capabilities to show things like ER wait times, live dashboards, or RSS feeds? Are you able to connect to emergency alert systems?
In addition to the type of content, also consider how it will be created and posted. If you’re considering a digital signage vendor’s software system, is it easy to operate? You’ll want software that’s intuitive enough for your content creators while still providing administrative controls.
Ask for a demo of the software and pay attention to things like:
- Ease of scheduling
- Drag-and-drop editing
- Media library organization
- User permissions
- Dashboard navigation
Also consider the support the vendor provides after the sale. Do they offer onboarding assistance, training resources, content management, etc.?
Want to learn more about creating digital signage content? Check out our blog post.
4. How Secure Is the Platform?
If your business is in a field that handles sensitive documents, such as a hospital, bank, or school system, then security should be a top priority.
Ensure that the software platform you are considering has features like encryption, firewalls, robust user roles and permissions, and more.
5. How Long Will It Take to See a Return on Investment?
Digital signage can be a significant investment, so it’s important to have a measurable business value.
Many digital signage vendors offer an ROI calculator to help you determine the value of your investment. That tool asks you to consider the expected monthly increase in sales you expect thanks to the signage. You can also request a traffic analysis—especially if you’re installing a roadside digital sign—which can help you understand how many vehicles are passing your location every day.
Customer case studies and testimonials can also help you determine how the sign may affect your business. A reputable digital signage vendor will be able to provide you with these resources.
Finally, remember to consider costs and needs beyond the initial price. Are there licensing or content management fees? Maintenance costs? As your organization grows, is the system scalable?
Thinking beyond today’s needs and understanding the total cost of ownership helps avoid surprises later.
Choosing a digital signage solution is a long-term investment. By asking these questions before making a purchase, you’ll be better equipped to find a platform that aligns with your organization’s goals, budget, and future growth.