Digital signage was once thought of as being a high end luxury item that only large corporate chains could afford to utilise. This is no longer the case. The rising use of digital signage by small and medium sized companies can be attributed to many factors. Falling equipment costs, increased awareness and a realisation of the competitive advantage that can be gained are all positive drivers.

In the late 80’s and 90’s there were few affordable or simple digital signage solutions. Generally it was larger companies that employed this dynamic marketing method. However, technological advances, reduced costs and an improved awareness of benefits resulted in a growth in popularity, especially in the last decade. A 50% drop in the price of LCD displays over the last 5 years has made previously expensive solutions a realistic proposition for the small business.

As an advertising medium, digital signage offers many advantages over traditional methods. Exceptional design, marketing skills and resources associated with large corporate budgets are required to captivate potential customers with traditional static signage. Conversely with digital signage similar results can be achieved by using simple striking communicative designs. Rather than continually creating and printing a number of fixed posters, one digital display can have any content and be changed either directly or remotely. Plug and play displays has the advantages of simplicity, intuitiveness and cost but remote or network solutions may be suitable where a number of geographically dispersed advertising posters need to be updated.

A good example of a small company efficiently utilising digital signage is PURE Spa in Aberdeen. They have an “eye catching” 40” digital poster integrated into the design of their shop front, on display to anyone walking past. Not only does this give prime promotional space in a high footfall area it raises the profile of the company by giving them a more “high-end” appearance. The same target can be achieved by any small business with a vision and desire to stand out from its competitors.

As digital signage becomes more established as a mainstream marketing technique it becomes more accessible to smaller businesses. The days of only seeing digital signage in Piccadilly Circus and Times Square are over; the age of digital marketing is upon us.

Thomas Fraser-Bacon

Thomas Fraser-Bacon is the Marketing Director for Allsee Technologies. His background is in Digital Signage and Product Design.