Doing business today requires companies to go to great lengths to capture customer attention. Signage has historically been a valuable tool for marketing, however choosing between digital signage and traditional signage can cause a headache for companies. Both options have pros and cons, and differentiating them will allow you to make the best decision for your business.

Traditional signage could be defined as billboards, posters, banners, shop boards, and hoardings. Traditional signage has been used for decades, and it is commonly found in cities and towns around the world.

Pros of Traditional Signage

Affordability (initially): Printing banners and boards can be a cheaper alternative to setting up digital signage in the very beginning.
Ease of use: Once you design and install a sign, there is no setting up technology or ongoing updates required.
Accessibility: You can use traditional signage in places where technology infrastructure (screen, electricity, and/or internet service) may not be available.

Cons of Traditional Signage

Static Message: Once printed, a traditional sign's content cannot be changed until it is redesigned and reprinted.
Limited Engagement: Traditional signage lacks the components of interactivity and personalization.

Recurring Costs: Every update requires fresh printing, which over time becomes expensive.

Environmental Implications: Regularly using vinyl and paper creates waste.

Digital signage--The New Wave

Digital signage utilizes LED screens, LCD display, or projector to communicate messages, including customized, and timely content. This could be merchandise, specials, menus, videos, or even living information.

Benefits to Digital Signage

Dynamic Content: Messages, videos, and graphics can all be changed and refreshed in seconds.

Cost in the Long-Run: While the start up is an expensive investment, it will save printing costs regularly for your business.

Audience Engagement: Moving engagement fact better than posting visuals.

Remote Administration: Companies can easily update messages starting from a central point of origin for one or more locations.

Environmental Impact: It reduces waste (i.e. paper printing).

Digital Signage Disadvantages

Upfront Costs: Depending on the number of screens, the necessary software, and professional configuration, a smaller operator may worry about startup costs.

Maintenance: Screens require electricity, internet, and some level of tech servicing.

Digital Signage or Traditional Signage?

The choice of digital signage or traditional signage will be determined by your organization's objectives, budget, and audience.

If you are operating in rural or low-density-low-tech areas, traditional signage may be your best option.

If you want to reach urban customers, give frequent updates, or have multiple locations, digital signage is your best investment.

Hybrid models are also effective - use digital for high-engagement areas (malls, restaurants, showrooms) and traditional signs for outdoor exposure.

Conclusion

Traditional signage isn't going anywhere, but digital signage is gaining traction as the future of advertising. If you want to get ahead of the competition, companies should invest in digital solutions, as they can produce better engagement, provide long-term savings and have a much greater adaptability.