The Digital Signage Insider

Pricing of digital signage software can vary according to its features.

Looking for digital sign to put up and rent on major hiway near Houston Texas. Can you tell me how big and approximate costs. I am on a very limited budget.

I am sending this in from Lagos, Nigeria.I have been reading from your writings for about 4 months now. I am so happy someone could help the rest of us to understand the digital signage concept clearly.

Thanks all for the kind words. And stay tuned for this year's "digital signage budget" post, due out some time in the next month or two!

Hi Kirsty, Wow, that's a lot of questions! I'll answer what I can. 1. Where is Digital Signage on the cost curve? Pricing continues to fall as key components like screens and media players get commoditized and subsidized by other industries (e.g. consumer electronics). Costs are about 50% less than what they were 5 years ago, so we've probably seen the biggest drops already. Look for more modest reductions in the future, in addition to new form factors and capabilities. 2. What is happening with costs? (I know you've addressed this in the pricing report) - in terms of screens, software and content. I expect a few more years of low double-digit reductions. Screens will continue to fall driven by consumer (e.g. non-business) demand mostly. Software is being partly commoditized and faces a hyper-competitive market landscape, which continues to push down prices. Expect mid- to high-single digit reductions each year over the next few years. Content creation fees are leveling off if you're looking to get your content produced in-country. If you're willing to outsource to a low-wage country like India, China or places in SE Asia, you can get considerable savings, but of course there are downsides to that approach. And, new content aggregation and clipping services make it easy and inexpensive to get off-the-shelf content onto your screens, so that has compelled prices to fall recently. I expect this trend to hold. Look for modest single-digit reductions in content creation/acquisition prices in the next few years. 3. How are business's managing their costs? Where are they finding their biggest savings? Financing eats up a large amount of income for many operators, so a good financing deal is essential, and the best place to start looking for cost reductions if you have good credit and a strong operating history (or have other sources of capital available). After that, outsourcing of non-core services like IT are popular. On the other hand, those operators who wind up making/modifying a good deal of content have been bringing those services in house by hiring a few content-savvy staff. 4.Which operating model are businesses finding is best? Outsourcing vs In-house? According to our most recent report on the subject, almost everybody is in-housing everything right now. I don't know if it's because of an aversion to spending up-front, or because people just like to have more direct reports. 5. Best model for ROI? No such thing. There are many, many models that work well depending on the operator's situation. However, as we always recommend, make sure your host venues have a stake in the game (so that their interests are aligned with your own), and of course, if you've never sold advertising before, don't start an ad-driven network until you've hired some real experts and forged key partnerships with groups that can help your sales game. 5. How are businesses using Digital Signage? Advertising, merchandising, corporate communications, employee education, safety information display, public awareness display, hospitality, wayfinding... there are a **lot** of ways! 6. Any notable trends appearing with Digital Signage in the USA? UK? It continues to grow despite the crappy economy, so that's a good sign in my book. We continue to see growth on the low end, with networks in the 5-25 screen/venue range, but even toward the end of this year the number of large network projects on our radar has increased substantially.

hi Bill, How is revenue shared with the location owners ? or is it the rent that you pay the location for hosting the LCD screen. Will appreciate your guidence. Best Sanjay

Hi Bill, I am new to this. Here's my plan. Secure locations for screens. (only five small town) Offer them free ad on other screens for spot in their business (none of their direct competitions on their screens). This by contract for 2 years. After locations secured (Restaurants, Barber Shops, Automotive Waiting area, Hair salon, Doctors Office). Then approach local businesses, about 10 second spots on the slideshow for rollout. I will be using stand alone LCD Screens with usb. Any suggestions will be greatly appreciated, FBJ

I am interested in looking into an electronic sign for my church. It will be used in place of an outreach sign. It's located right on the hwy so it doesn't have to be super large but large enough to read by passerby's.What would a sign like that cost? We are a small church and will try to raise money for the sign. I will need to be able to change it on a regular basis electronically. Can you help?? Thank you, Linda

Bill, I have been reading through your support comments and I have a question for you. I am looking to set up a digital signage network first in a mid-size colledge town with a pretty good size colledge. Secondly a couple of companies where I feel a signage network would be valuable. A major part of my plan is the need for a Content Aggregator for the larger ads like CocaCola, PnG, Nike or whomever. I do believe I will have local advertising as well, but I see value in providing my demographics to a Content Aggregator for these bigger advertisements. Does this type of Aggregator exists and how do I engage them? Thanks, Ron

what is the investment 2 start a DOOH? outdoor advt screens....?

hie,
i want to start a small business in digital signage that also accommodate other small players, my problem is i do not know how to charge my projects, currently i am doing it alone, i need help. mentor ship maybe, i am in South Africa