In the last few weeks I have received dozens requests of people asking me “Why Digital Signage?” My response iis always the 

same, “What do you think digital signage manufacturer can do for you?” Every answer so far has been the same, maybe not these exact words

but it is something like, “I have no idea” you tell me.

So, let's break it down. There are three parts to digital signage:

The Screen; 2.) Controller and Software; 3.) Content.

I will start with the end, the content. Content is KEY, content produces the experience, content produces the results. 

If your idea of content is to replace paper signs because it is the latest cool thing, save your money. If you want want to increase

sales of a target item by 70-85% well you need content of the target item. IF you want to reduced well time at the counter for a

quick serve, well you need content that achieves the goal of focused sales for target  items.

The controller is really dependent on the content needs. If you have a single location and a 13 year old that know how to run 

power point, you can use any cheap computer and download open office for free. I can not believe the number of people with 

multi store and enterprise requirements who go with this type of solution. It is painful to watch them attempt to run a multi store

operation by chasing a kid around to update their signs.

Again, a professional can provide insight on the different controllers available but – be careful! Do your own investigation,the 

controller that one company recommends may only be recommended because that is what they sell. As with any major 

investment make sure the controller you choose will support the content you want to display. Remember everything starts with the

content experience, the rest is just the “tricks” to get the content to the audience.

Now I am a techie, so the screen needs to be of a size and brightness so the target audience can see it. Simple right? It really is, 

there is math that is used to figure that out, Google is your friend. A 42” screen with a 16:9 Ratio has an optimal viewing distance 

between 7' and 14' with 10' being ideal. A 47” screen with a 16:9 Ratio has an optimal viewing distance between 8' and 15' with 12'

being ideal. These numbers are based on the mounting height of 8'. 

The brightness is another issue but again, that is an exact science and any professional can tell you what you need to know to 

select the correct screen.

I will state that you want a screen that is Commercial grade, consumer grade is just fine if you don't mind the screen dying and 

being replaced often. If you decide to be penny wise and dollar foolish, make certain your cheap screen can be locked out - so any

kid with a universal remote can't shut down your screens, or worse uploads something that is not appropriate. 

Now that I have you thinking about the parts, I want to bring you back to the content. The Content is your MESSAGE!

I recently witnessed new content roll out by a major chain. Gone from the content was the traditional menu look and feel. There 

was a coffee cup with an animated drip. Just enough motion to get your attention and make you salivate for a nice hot cup of 

coffee. No price on that coffee but I counted 84 coffee's sold in 40 minutes while I sat and watched. Very impressive! Content, is 

your message, the rest is just a bunch of technical magic tricks to play your message. By the way, I stole the “trick” thing, it is not

an original thought but is certainly on the mark.

I made you think outside the box on your quick serve menu boards, what about retail? One prominent retailer added digital to their

stores nation wide. Static pictures rotating on a 21” monitor behind the register. They proclaimed, “Digital Marketing Bytes” in a 

recent inter company memo. My friend sent me a copy of the memo and I responded,let me look at your content. The content 

was not bad just a bunch of stills rotating every 10-15 seconds. The screens were placed behind the register so the customer only

saw the screen after they made their selection and are checking out with money in hand. If I walk up to you at the register and 

mumble, “ya wanna buy a watch?” Will you respond to my message by grabbing your wallet and putting money on the counter? 

Perhaps you will grab your wallet and clutch it in fear!

I took a cell phone camera and made a 11 second movie of the store owner putting a bracelet on my wife. As she slowly hugs it to

her chest looking down at the bracelet you get the idea she loves it. She turns around, takes off the bracelet and holds her hand 

out as she turns completing the video loop to have the bracelet put on her wrist and the sequence starts over. I then moved the 

display to the front window.

4 hours later Greg shut off the display because he had sold out of the bracelets. It is all about the content. Controller and  monitor 

were cheap junk, the message was done using a cell phone by a tech guy with no experience at shooting video.

The message was displayed that the girl loved the bracelet, not a word was spoken. Message placement was before the customer

made a decision, in fact the message was seen before the customer made the decision to come into the store.

I also noticed people walking up to the counter and purchasing. People did not stand and go ah, I think, ah maybe, I want.... They

walked up to the counter, I want that! They walked into the store and said, I want the bracelet that is in the window, the one on 

the screen. That reduced dwell time directly equates to more money in the drawer and more customers served.

Let me wrap this up. Why Digital? 1.) To Sell More Product. 2.) Suggestive Selling. 3.) Reduce Dwell Time. 4.) Stop printing paper 

you put in a land fill. The fast food chain sold more coffee because it looked good. People purchased because the sign suggested it.

The retailer sold the bracelet because the girl LOVED it. People purchased the bracelet and the coffee becausethe message felt like

the right thing to do.

Digital is there to display the content that is Your Message, see 1, 2, 3 above. In addition you have all the lovely money saving

parts of not printing paper that ends up in a land fill. You will no longer have to pay for shipping that heavy paper that you put in a

land fill. You don't have to wait for the paper to get printed and show up 2 weeks after the promotion is over. That my friends is 

why you want digital.