Static vs Digital Signage: The Pros and Cons

While traditional static signage has been used for centuries, the rise of digital signage has opened up a whole new realm of possibilities.

Moving from static to digital signs might seem like a big jump, and you might feel like it's not the most cost effective solution. But, we'll take a look at the pros and cons of both static vs digital signage and help you make sense of the options available.

What is static signage?

Static signage refers to any form of signage that is printed and is not intended to be changed or updated regularly. Typically, this means fixed printed signs, banners or posters, directional signage, notice boards; and billboards and advertising hoardings.

Signs can also include blackboards or notice boards, which get updated by hand, and promotional signage such as A-boards.

Static signage can also be bright and colorful, for example with neon signs or backlit perspex.

Most modern static signage is often made from plastic, such as vinyl banners, individual letters or plastic frames. But you'll also see static signs made from metal, glass, even paper, wood and other natural fibres.

What are the advantages of static signage?

Static signage offers several advantages for businesses looking for a simple solution.

Fixed features

Static signage is often used for non-changing features such as directions to a specific place, shopfronts, fixed features (such as bathrooms or emergency exits) or for clarity (waiting area, do not park, now wash your hands etc).

If it needs to be highlighted and it's very unlikely to be changed any time soon, then static signage will most likely be the best option.

Cost efficient

The production and installation costs of static signs are often lower compared to digital displays, at least in terms of initial outlay.

With static signage, you normally pay for your sign plus the installation (or install yourself) and you're done. This can be great for signage such as shop front branding or fixed directional signage, or any other form of signage content that won't need changing for a long time.

Widely available and easily created

Printed signage can be easily created and displayed in various locations, giving businesses the flexibility to reach their target audience effectively. Whether it's banners, posters, or billboards, static signs can be used in a wide range of settings.

This also means that static signage can be created in-bulk, making it easy to print off multiples of the same sign for use in different locations.

Durability

Static signage is usually designed to withstand harsh weather conditions, making them suitable for outdoor use. Plastic or metal signage is obviously hard wearing and will withstand rain, wind, and other natural elements, ensuring that your message remains visible.

For usage such as shop fronts on retail stores or directional information, the benefits of this are obvious. If you need a simple sign that will be there, come hell or high water, a static display might be all you need.

Easy maintenance

Once static signs are created, minimal maintenance is required compared to the technical upkeep of digital signage. There are no software updates or connectivity issues to worry about, making static signage a hassle-free option.

Of course, signage with backlighting or illumination can be affected by electrical issues. And those pesky pigeons can make a mess too. But for the most part, static signs require minimal upkeep.

What are the disadvantages of static signage?

Despite the simplicity and cost-effectiveness of static signage, there are limitations to consider.

Limited content

Static signs provide limited space for displaying information. Unlike digital signage, they are unable to show dynamic content or real-time updates. This poses a challenge for businesses that require frequent changes to their displayed information.

Lack of engagement

Static signs don't offer the most engaging experience for viewers. Unlike digital signage, they cannot display video content, dynamic images or interactive displays. And in the digital era, capturing and holding the attention of potential customers is more important than ever.

Limited flexibility

Once a static sign is printed, it cannot be easily changed or updated. This can be restricting for businesses that frequently require alterations to their displayed information. Unlike digital signage, which allows for quick and easy updates, static signs require a new printing process and installation each time changes are necessary.

Lower visibility

In today's retail environment filled with bright and eye-catching digital displays, static signs may struggle to stand out. They can be overshadowed by the dynamic and visually captivating nature of digital signage, potentially reducing their impact.

What is digital signage?

Digital signage refers to the use of digital displays to communicate a message. By using a screen to engage with audiences, digital signage can be used to display more information, and even convey more engaging images or other content, such as interactive elements.

There are different methods of creating digital displays, including video walls, digital billboards, digital posters and signs, and interactive content on electronic panels or tablets.

What are the advantages of digital signage?

Digital signs are an increasingly popular choice for businesses looking to elevate their signage game and stand out in a competitive environment.

Dynamic content

One of the key strengths of a digital sign is the ability to display dynamic content, or updated and changing information.

Whether it's videos, animations, or real-time updates, digital displays allows businesses to create engaging experiences for their customers. This dynamic nature keeps viewers interested and ensures that your message remains fresh and captivating. Some examples of this in the real world include:

• Animated menu boards
• Highlighting upcoming events or services
• Promoting specific products
• Streaming internet based content such as webcams, weather or traffic updates or event information
• Monetizing your space with advertising

You can even create digital signage content that is interactive, which means that you can instantly get customer feedback as well.

Flexibility

Digital signage provides businesses with the flexibility to change and update their displayed information quickly and easily. This is particularly advantageous for organizations with multiple locations or those that frequently need to update their content - for example within a hotel chain, or across a school campus.

The use of digital signage software simplifies the process of managing and scheduling content across multiple screens, ensuring consistency and relevance.

High visibility

Perhaps the most obvious benefit of using a digital display is that it is more visually captivating. Especially if you work with high quality content, and have the ability to grab the attention of potential customers in crowded environments.

One of the most popular uses of this type of content is with shop window displays or other retail stores. However, digital screens can also be an effective tool for displaying information in an environment such as workplaces, educational or healthcare locations or public transport centres.

This high visibility makes digital signs displaying custom made posters an effective marketing tool and also a great solution for displaying important information.

Content management software

Digital signage is usually managed and monitored through dedicated software, allowing businesses to easily control and schedule their displayed content. This makes it easier to create personalized and relevant information for potential customers.

The software also provides analytics and data that can help businesses make informed decisions to optimize their signage strategy.

Improve customer engagement

Studies actually show that digital signs can help to customer engagement. For example, one study by the Journal of Advertising Research found that the use of digital signs increased footfall by 23%, and boosted sales by up to 25%.

In fact multiple studies suggest that digital displays can be a cost effective solution for many businesses to engage with their clientele.

What are the disadvantages of digital signage?

Like everything, digital signage does also have some disadvantages.

Higher cost

Due to the purchase of digital displays, video wall solutions, and the use of digital signage software, it does cost more to get started with digital signage.

The creation of content can also cost more, as video editing or using animation tools can also cost more.

However, it's important to consider the potential benefits and return on investment that digital signage can provide.

Energy consumption

Digital signage requires electrical power to operate, which does of course result in higher energy consumption compared to static signs. However, advancements in technology have made digital displays more energy-efficient over the years, reducing the cost and environmental impact.

Many LED or LCD screens are very power efficient and offer benefits beyond the cost of running them.

Ambient light

Bright ambient light can affect the visibility of digital signage, causing potential visibility issues in outdoor environments or locations with intense lighting.

However, adjusting the brightness settings or using high-quality displays can help mitigate this issue.

Streaming delays

Depending on the internet connection, digital signage may experience streaming delays or interruptions, which can affect the delivery of real-time content. It's crucial to ensure a reliable and fast internet connection to minimize these potential issues.

These delays can also affect video quality, which means that your overall look can also suffer. There are ways to manage this, for example using a quality content management software solution such as ScreenCloud.

Digital signage vs Static: Which is best for your business?

Both static signage and digital signage have their own unique advantages and disadvantages, and both can be an incredibly powerful tool for displaying information or marketing.

Static signage offers simplicity, affordability, and durability.

However, digital signage provides businesses with the ability to display dynamic content, engage their audience, and easily update information without needing to print or create new signage.

When deciding between the two, business owners need to consider their specific needs, budget, and target audience. A combination of static and digital signage may also be an effective strategy for businesses looking to maximize their advertising impact. By carefully evaluating these factors, business owners can make an informed decision and create an engaging experience for potential customers.

And, whether you choose static or digital signage, the content displayed and its relevance to your target audience will always play a crucial role in the success of your marketing efforts.

Try digital signage with ScreenCloud

As the digital signage software of choice for some of the world's biggest brands, ScreenCloud has many ways to get your dynamic signage up and running.

Get started with electronic displays in your office or workplace, or leverage the power of digital screens to promote your brand and win more customers.

Whether you're starting with a single monitor, running video walls or simply looking to display information in an engaging manner, you'll find everything you need with ScreenCloud.

Access content templates, connect to different sources using our comprehensive range of apps, and create your perfect digital display with ease.

Get started for free with ScreenCloud.