| As with any new technology, the buzz surrounding | | | | yourself. |
| digital signage can often mislead people into believing | | | | The technology requires some experience |
| that it is simple and straight forward method of | | | | Creating content and networking a set of screens |
| advertising, generating awareness and general | | | | does take some technical know how and while it is |
| marketing. | | | | possible to do almost every aspect of digital signage |
| There are of course plenty of advantages in using | | | | implementation yourself, some background in |
| LCD screens for out of home. It's vibrant, dynamic, | | | | technology or computing is required otherwise it |
| flexible and far more eye-catching and engaging than | | | | would be far easier to employ somebody to take |
| standard print media. However, whilst many people in | | | | care of these aspects for you. |
| the Digital Signage industry (DS) will explain how | | | | Digital signage requires protection |
| beneficial it can be and how digital screens can | | | | Unlike the TV that sits in the relatively safety of |
| increase brand awareness, few will explain some of | | | | your front room, a signage screen can be in a far |
| the disadvantages of it. | | | | more precarious position. Not only are they in a public |
| However, there are some disadvantages to using | | | | area and are susceptible to knocks and impacts (both |
| LCD or plasma screens for out of home use: | | | | accidental and deliberate) and in the case of outdoor |
| Difficult to establish a return on investment. | | | | digital signage they need to be protected against the |
| One of the main disadvantages of digital signage | | | | weather too. |
| compared to regular media is that there is often a | | | | Outdoor TVs can be used as outdoor digital billboards |
| high initial outlay. In setting up a DS campaign not only | | | | but they still need protecting from impacts and the |
| do the screens have to be purchased but also | | | | costs of these waterproof TVs are extremely high. |
| content creation software and media playing devices | | | | However, it is not all bad news. Protection for |
| not too mention having to pay someone to create | | | | outdoor screens is available quite cheaply in the form |
| and manage the campaign if you feel unable to do so | | | | of an outdoor LCD enclosure. |