Digital signage is a growing market that offers new business opportunities for print service providers. However, print shops looking to expand their operations into this area need to keep a few things in mind. This guide explains what matters most.

Digital signage is one of the fastest-growing sectors in advertising. As digitalization spreads worldwide, major brands are increasingly turning to digital displays. For many print service providers, expanding their services to include digital signage could therefore be vital to their survival.

Digital Signage: It’s Time to Rethink Things

To ensure a successful transition to digital signage, print shops must adapt to this medium at every level. After all, the biggest difference between print and digital signage lies in the nature of the content. Printed materials are static and unchangeable.

While screens can also be used for static content, the major advantage of digital signage lies in its ability to display dynamic content such as videos, animations, and changing images. This allows advertisements to be tailored to different target audiences and situations. Moving images also attract more attention than static content. In many cases, advertisers also rely on interactivity with digital signage. This can take the form of a touchscreen, a Bluetooth module, or even a simple QR code.

For printing service providers looking to expand their business into digital signage, however, this means that employees will need to acquire a whole range of new skills, such as video editing, animation, and user interface design. For designers who have primarily worked with static content up to now, this represents a major step that requires a significant shift in mindset.

Digital signage is particularly well-suited for displaying dynamic images and rapidly changing information. Photo: Sonja Angerer

Define Business Areas for Digital Signage

However, successfully entering the digital signage business requires more than just rethinking how content is created and edited. Digital signage requires the right hardware, software, and infrastructure:

  • Displays and Screens: High-quality screens are at the heart of every digital signage solution. They should be durable, energy-efficient, and suitable for continuous operation. Depending on the location, outdoor displays with weatherproof enclosures may be required.
  • Media players: These devices control the content displayed on the screens. Popular options include mini PCs or specialized digital signage players.
  • Software: User-friendly content management software is essential. It should offer features such as scheduling, remote control, and analytics. Cloud-based solutions also make it easy to manage content across multiple locations.
  • Mounting and mounting systems: Depending on the location and screen size, different mounts and stands are required. These should be sturdy and flexible to ensure optimal visibility.
  • Network and Power Supply: A reliable Internet connection is necessary for updating and controlling content. In addition, the power supply and cabling should be carefully planned to minimize the risk of outages.

For printing companies, this raises the question of which digital signage services they want to provide themselves to get started: Should they offer devices, software, infrastructure, and installation on their own, or in collaboration with a suitable partner? What about more advanced IT services, such as connecting the displays to a merchandise management system?

It may be more cost-effective for printing service providers—either for a while or on a long-term basis—to focus on creating or adapting content for digital signage. Additional services can be gradually added after successfully entering the field.

Even challenging weather conditions are often no longer a problem for digital signage. Photo: Sonja Angerer

Don’t Underestimate the Challenges of Digital Signage

As exciting and potentially lucrative as entering the digital signage market may be for a print service provider, the challenges it entails should not be underestimated:

  • Sustainability: Printing companies whose customers prioritize sustainability may have reservations about digital ads. While it is true that screens can have a significantly smaller carbon footprint per advertising impression than a print product, this is only the case if the entire system has been designed and set up accordingly.
  • Maintenance: For a printing service provider or signage specialist, the job is usually done once print products or static advertising displays have been delivered. Digital signage, however, requires regular maintenance, such as software updates.
  • Security: Digital signage installations must be protected against vandalism as well as cyberattacks. Like regular maintenance, these costs should be factored into the project budget from the outset.
  • Legal Requirements: Many countries have specific regulations governing digital signage, particularly in public spaces. These regulations cover, among other things, screen brightness, the type of content displayed, and data protection regulations.

Getting Started with Digital Signage: You Need a Plan

Entering the digital signage market offers print service providers the opportunity to expand their business and tap into new revenue streams. However, it requires careful planning and investment in the right technology and training.

By taking into account the differences between print and digital signage, selecting the right accessories, and overcoming potential challenges, print service providers can successfully enter this dynamic market and reap its many benefits.