Hardware

5 low-cost digital signage options

Five considerations for businesses seeking low-cost digital signage, including software, hardware, and content categories.

Image: Adobe Stock

July 19, 2024 by Daniel Brown — Editor, Networld Media Group

In the ever-expanding landscape of hardware and software options, it can be hard to pick your digital signage solutions — especially when you're on a tight budget. How can you find the best low-cost digital signage option?

Should you go with cloud CMS software, or do you need the stability and security of an on-premises digital signage network?

It's tempting for digital signage newcomers to find the cheapest possible option (even opting for consumer-grade off-the-shelf signage in some cases) — but that brings the risk of premature unit burnout due to the stress of 24/7 operation. And that's on top of the debate between initial savings in a System-on-a-Chip (SOC) display versus investing in a pricier (but potentially much more powerful) digital media player.

Did we mention the dilemma of wired vs. wireless digital signage network and power setups? Your mileage will vary depending on your industry and specific needs; one size does not fit all!

Just remember, low-cost doesn't have to mean low-quality!

Without further ado, let's address some of the biggest pain points and most common misconceptions around finding low-cost digital signage options.

Should you invest in pro-grade displays?

When you're trying to find the best cost-effective digital signage, it's a common temptation to simply run to the local department store and find a cheap TV. What could go wrong? After all, we've interviewed small business owners who have done just this to avoid high costs and delays with their digital signage.

The problem is that consumer-grade televisions are simply not designed with the durability and features of professional-grade displays; they are not designed for the wear and tear of 24/7 operation, and they lack features and software that are baked into the vast majority of professional-grade displays (to say nothing of software reliability and security features).

By going with the cheapest possible option for low-cost digital signage, you may actually run the risk of spending more money along the way trying to find hardware and software adapters to get your signage network running the way you wish. By contrast, purchasing a professional display that can last for years to come without burning out from heavy daily use, you are likely to save money in the long run, while also elevating your customer experience with a much higher-quality digital signage experience.

This can include things like anti-glare and high-brightness tools for bright environments (think a window-lit area of your store or restaurant), weatherproofing for outdoor signage, professional mounting options (which can involve ADA and accessibility issues, to say nothing of permitting and safety regulations), and more.

Additionally, you lower your percentage likelihood of costly and lengthy downtime when you choose a quality professional digital signage system — reliability is an important part of building your larger brand and customer experience, which can be tangibly damaged by unreliable digital signage hardware and software.

Should you invest in a media player or save with a SOC?

Another classic debate and pain point involves choosing between the growing fad for "system on a chip" displays, which boast an all-in-one approach to digital signage that aims to minimize hassle and lower costs (especially at scale, as in hotels and hospitality settings), as opposed to the more costly choice of a dedicated digital signage media player. What's a busy operator to do when faced with this longstanding dilemma?

There are benefits to both paths, but you should consider carefully before making a decision.

On the one hand, system-on-a-chip displays continue to evolve, with costs coming down dramatically over the years (similar to the general price lowering in the LED and digital signage space at large). The SOC displays are generally less expensive, but they also tend to be less powerful than displays boasting more powerful processors or dedicated media players. If you just need an inexpensive smart TV setup, say, in a hotel room, then you might benefit in ROI over time, especially at scale.

The problem is that while you save money initially, you run into issues with lower capacity for things like high resolution and FPS (say, 4K or 8K at 120-Hertz, and the like); you won't find a lot of gamers opting for the average SOC model, for example — but then, avid gamers and streamers are not likely to make up a huge portion of your daily clientele at a hotel or resort, so your customer experience may not be as heavily affected. Still, users can be annoyed by the relative performance issues like slow menu loading and the like, so it's worth shopping around to find the best possible performance before locking in an SOC unit. Still, they get better each year, and many of the biggest brands in digital signage have invested heavily in their SOC product lines (to raise quality while lowering prices), so it's worth looking into for some industries.

Still, while you will definitely invest more initially if you go the media player route, you will benefit from the much higher performance and endurance of a media player system, which also is required for a range of specialty types of digital signage functions (say, a secure network at an airport with a flight information system and the like). These types of systems often also require a specialty CMS that can handle industrial workloads while delivering HD (or UHD+) content, such as DOOH advertising videos and the like. If you're imagining a custom spectacular or wraparound LED display that features 3D anamorphic ads (and brings side revenue into your organization), then you would be far more likely to speak to vendors about a media-player enabled digital signage network (with an enterprise-grade CMS, but more on that later).

Another factor of the media player option relates to cost savings over time, along with environmental impact — as we've covered with a range of major manufacturers launching sustainability initiatives, the goal of reducing e-Waste by lengthening the life of hardware can also result in significant cost savings over time for operators of all sizes across retail, hospitality, transportation, and more. Not having to pay for frequent/costly maintenance or repair of your fleet means long-term savings in money, employee hours, and more. Of course, there is a risk of over-spending by purchasing hardware and software with more features than you need; if you're just trying to display the day's coffee menu on one or two screens, then you might be better off with an electronic ink option (which comes with the added bonus of sustainability benefits and low power consumption).

Lastly, if you're planning on purchasing or building kiosks (including outdoor kiosks), consider carefully the unique needs of the location, from weatherproofing to potential need for wireless network backups in low-bandwidth installation areas (including ATMs and other systems that require connectivity for positive CX). While a SOC display might meet your needs for simple content display, do you need extra processing power for UHD+ or integrations with other systems (such as DOOH advertising and compliance platforms?) If your kiosk is AI-powered, does it require connectivity to function properly (e.g. accessing a live feed of maps data, open coffee shops, or specific dinner options for hungry pedestrians)?

Some well-known media player options we've covered previously include BrightSign and SpinetiX.

(Related: Darryl Kuder wants to throw a BrightSign player into space — in a good way!)

Should you consider E-Ink vs paper or traditional LED/LCD?

While we're on the subject of electronic ink and sustainability, just what is going on with the growth of E-Ink options from various manufacturers, and is this a way for you to save money on your digital signage network?

Well, as usual, the answer is: "it depends."

Electronic ink is evolving fast, coming far from the early days of the black-and-white displays of only a few years ago. High-definition, color, and even video options are proliferating from a growing range of major brands, with digital menu boards and transportation signage a major coverage area in our publication (consider FIFA bus system in Qatar, E-Ink, Samsung, and more).

To get a better view of the technology's evolution along with its potential for low-cost digital signage applications, I was privileged to sit down with Timothy O'Malley, AVP US RBU at E Ink Corporation, at CES 2024 in Las Vegas for an in-depth discussion, which included some wonderful insights into the science and technology side thanks to O'Malley's computer science and engineering background (which included studying at MIT). The video of that discussion is available below.

How do you pick your software solutions?

Of course, it's easy to focus only on the hardware (famous bank story Stephen Dorsey) and forget stuff like the software and content! Many of the biggest brands still make this mistake to this day. Don't make this error! You need to choose the right software for your digital signage to be affordable and cost effective.

Choosing your software poorly can result in downtime or insecure networks, along with poor customer experience, if you opt for low-quality options; then again, it's possible to overpay for a specialty system designed for a different type of industry or network, or to spend money on features that you simply don't need. For example, going back to our coffee shop example, you won't need the most expensive, powerful CMS if you're simply trying to show the menu of the day; you would have no need for add-ons like airport flight information systems or DOOH advertising integrations, so a simple CMS (ideally one that is easy for you and your staff to use and which integrates with your POS system) would be best for most folks in your shoes.

On the other hand, failing to invest properly in a reliable, secure system can result in embarrassing, potentially brand-damaging episodes with blank or glitching screens that customers and passerby are more than happy to post to social media! Or, more infamously, some universities have had the unhappy experience of having screens hacked to display adult entertainment or other inappropriate content.

You need to make sure that your CMS software has the tools you need, is simple and intuitive for the target users (such as your café staff; alternatively, a dedicated IT department might benefit from "superuser" tools). Does it integrate with your other systems, such as POS and inventory software? Can it scale smoothly across the location (or across multiple locations, if applicable?) Is it secure?

A word on the cloud — as more and more operators across sectors move to cloudify their digital signage, it's important to acknowledge the risks and benefits. For most operators, having an offsite cloud-based system that is secured through end-to-end encryption can take the burden off you and your team for things like basic system maintenance and the like; this plays into the "signage as a service" model, in which vendors volunteer to take a larger portion of the administrative and technical headaches on behalf of you, the operator — in return, of course, for a fee!

Some industries, however, require a secure, on-premises network. This can include hospitals and healthcare along with various government, law enforcement, financial, and other environments that handle sensitive digital information. In such cases, you would certainly need to invest in a robust, purpose-built software system that can provide you with the tools and security that your clients require; this is one area where cloud-based digital signage is not always a silver bullet, and the potential cost savings is irrelevant to the operator.

Content will always be key

Okay, so you have your software, and you have your displays — but what are you going to put up on them?

This is a perennial problem in digital signage, from low-cost options to huge installations from wealthy institutions.

I'll never forget interviewing Stephen Dorsey and hearing the horror story of a major Canadian bank that invested millions in fancy digital signage displays, only to reach launch day with nothing to put on the screens! It's a well-known and long-standing issue in our industry.

So you need content; but just where do you find low-cost digital signage content options?

On the one hand, you can make your own content, but you might find that to be labor-intensive; besides, you need to consider your brand health and consumer perceptions, so do this only if you trust your creative instincts or have team members with a flair for content creation! If you go this route, there are emerging tools, especially AI-powered ones, that can help you create and design content like promotions, digital menus, and the like. In small business cases like the coffeeshop mentioned above, some operators have found success with online tools like Canva, while major companies like Adobe have invested heavily in the generative AI boom with tools such as Adobe Firefly, which generates art based on user prompts; other options include OpenAI's Dall-E, Midjourney, and Stable Diffusion, to name only a handful.

On the other hand, investing in professionally-created content can really make your brand stand out, but it can cost more if you are hiring a third-party company — of course, there can be a lowered ROI if, on the back end, that company is using generative AI tools to help create that content! Unless, of course, the results end up being far superior to what you are able to whip up on your own.

In addition to concerns about quality, there are also ethical concerns around generative AI tools, including concerns around CX and intellectual property rights (made famous during recent cultural moments like the SAG-AFTRA strikes in Hollywood). We spoke in depth to artist/entrepreneur Meghan Athavale, CEO at LUMOplay, in depth on the pro's, con's, and ethical considerations of AI in content creation this summer (the full video is available below, including Athavale's insights as an artist being faced with the rise of AI).

Still, AI is becoming a force in digital signage and content, and it's unlikely to be going anywhere, especially in areas where it provides low-cost solutions for content generation and delivery. "In any industry, digital signage enables organizations to quickly and effectively deploy engaging content to specific locations for specific purposes," wrote David Levin, CEO at Poppulo, in a Digital Signage Today op-ed last October. "AI and ML [machine learning] will continue enhancing digital experiences, allowing businesses to adapt and curate personalized, engaging content relevant to the right audiences."

If you end up using AI in any form, make sure that you balance the human touch with AI, and don't forget the power of elevating your local community in your content. Sean O'Neill, business development manager at Kwik Stop, told us how mixing in community content on digital signage has been a hit with local customers of the family-owned gas station and convenience store network, which selected Watchfire to help its digital transformation project.

"A lot of our locations are in smaller, rural communities," O'Neill said in an exclusive interview with Digital Signage Today. "So, we're very involved with the local businesses, to support them, especially the schools. We really thrive on supporting the local school communities and stuff like that. So, you know, we'll have their logo popping up as they win a big game, or if they do well at a speech meet or something, we'll put that up there for a week and let that run. We really try to stay involved as much as we can in the communities that our locations are in.

"Everybody likes it when you get noticed, or your kids get noticed," O'Neill added. "We find that people really do like that. We take the time to recognize those people."

In the end, as with every area of business and life, there are ways to save money while providing quality results, but there are also risks of losing out on quality by being too zealous for the most low-cost digital signage options. Remember to do your homework and think carefully about your customers and desired outcomes before you make a major decision.

Above all, prioritize the engineering of an incredible customer experience, and you won't go wrong!

About Daniel Brown

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Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.

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BrightSign

BrightSign is the global market leader in digital signage media players, offering the most reliable, secure and sophisticated solid-state media players on the market today.

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SpinetiX

At SpinetiX, we inspire businesses to unlock the potential of their story. We believe in the power of digital signage as a dynamic new storytelling platform to engage with people. For more than 15 years, we have been constantly innovating to deliver cutting-edge technology that helps our customers shine.

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