It is common for businesses to approach the issue of digital signage with a “What’s in it for me?” attitude. Everything must be working towards the bottom-line, directly or otherwise.
However, here is the good part: digital signage is not only gainful towards the current efforts to reverse or mitigate the effects of rapid industrialization on our environment. Over time, it also translates into a cheaper and more effective medium of communication to a diverse and large target demographic rather than the conventional print media that businesses have utilized in the past.
This makes digital signage an important long-term solution to the problem of climate change, together with implementation of other procedures and policies that have been and businesses continue to design and implement to curb environmental effects of human activity.
The Larger the Audience
Digital signage efficacy directly increases with the increase in size of audience: comparing the cost of implementing digital signage over the cost of printing countless posters, flyers, mailers and individual newsletters in one year may not be effective.
Over multiple years however, once the investment in the system has been recovered, every print communication medium not effected represents a saving directly to the bottom-line. This is especially true with larger target audiences, since the visual communication system cost will be recovered even sooner, making greater savings with the passage of time from this point.
Continuous vs. Instantaneous Costs
Digital signage costs incur only once – at the point of purchase – and even at this point some savings are possible by choosing to download free templates rather than premium ones. Conventional print communication conversely represents a continuous revenue drain, adding up to significant amounts in time.
Consider again that costs associated with printing rise over time due to an increase in prices of paper, transportation and printing mostly as a result of inflation. For any single digital communication system, you can potentially reach an infinite audience, whereas print only allows the audience afforded by the number of prints run per batch of communication.
Dynamic vs. Static Content
Digital communication systems can utilize a host of tools to capture and retain audience attention: flash animation, cable feeds, video, transitions, tickers etc. The technology has the capacity to hold hundreds of messages simultaneously, switching instantaneously between them as required.
Compare this with the limited space and tools that any form of print media allows for the communication of information. Retractions, withdrawals and retirements are also quite the hassle on release of print messages, and they represent an additional cost with less assurance regarding effectiveness of new information in replacing the old: since the old is always still out there.
There are digital signage solutions for which savings can be made as soon as the first year of implementation: RSS feeds and desktop messaging for instance. The bottom-line is that technology saves paper, making a direct contribution towards saving the environment.
Every organization must play its part in contributing to the green revolution, and especially where print media holds sway as a mode of communication, digital signage presents a worthier solution.