The term digital signage is a confusing one.

As an event organiser, you’re faced with numerous tech options to help engage your visitors and supply information to the masses, but how do you know whether digital signage is the option for you?

We get a lot of questions from event organisers about digital signage, so we’ve compiled a list of the most common ones to help you determine whether it’s right for your event.

1. What Information Can Digital Signage Show?

Even if you’ve never seen digital signage in action at an event, you’ve probably seen it around in public spaces – we’re talking billboards on the London Underground, departure boards, and other interactive places that show information and ads.

Digital signage at airport  Waterloo London - Digital Signage

Digital signage is pretty fluid in that it can display whatever you want it to. For the most part, though, there are four main ways to utilise it:

  • Digital Timetables – including programmes that show upcoming sessions, timings, and directions. These are usually automated, updating at certain times to show the latest and most important information.
  • Digital Adverts – these usually come in the form of animated posters or video adverts that typically show sponsored content.
  • Calls-to-Action – which prompt visitors to do something at a particular time or on a particular day.
  • Live Twitter Feeds – to show visitor engagement in real-time, bringing in relevant hashtags and a variety of different media.

The most important thing to note about digital signage is that it nurtures engagement. Unlike traditional forms of advertising that are predominantly static, digital signage provides the right information at the right time, as well as targeted and relevant advertising, which is exactly what today’s savvy consumer is looking for.

2. How Much Does Digital Signage Cost?

The cost of digital signage can vary significantly depending on what you want to display and how you want to display it.

Overall, it depends on the number of screens and their size, as well as the price of electricity and internet connectivity at the venue.

You’ll also want to take into account whether you want the signs to be monitored and how closely you want to analyse the content that you display from the backend.

If you want a more detailed breakdown of the costs involved with digital signage, we’ve got a post on that right here: What Is the Cost of Digital Signage?

3. How Long Are Digital Adverts?

For the most part, digital signage is used to display digital adverts on a rolling loop, or a series of adverts that are scheduled to run at select times.

We have found that adverts that run at around 15 seconds tend to have the biggest impact, particularly in a busy live event setting and with consumer attention spans getting shorter by the day.

This is the perfect amount of time to get your message across quickly and concisely without losing the attention of the viewer, but it’s also long enough to give viewers an idea of your brand, product, or service.

4. How Much Should We Charge Exhibitors For Digital Adverts?

Again, this will totally depend on the number of screens you have and the number of visitors you expect to have attending your event.

In any case, we recommend charging anywhere between £500 and £1,500+ per digital advert, but this can increase to up to £10,000 for ads at a large, prominent show.

Remember, digital signage provides a great opportunity for exhibitors to generate revenue. It’s the perfect tool for exhibitors to showcase their products and services and pique visitors’ interest in their products by using short, animated adverts.

To learn more about how digital signage converts to revenue for digital adverts, check out this post right here: 5 Most Popular Ways to Generate Revenue With Digital Signage

5. Are There Any Important Digital Signage Deadlines to Keep in Mind?

Yes! Getting everything in place beforehand to make sure your digital signage runs smoothly is vital. That being said, digital signage gives you a decent amount of flexibility, especially when you need to implement last minute updates.

For most events, the first batch of content that you’ll display on your signs should be provided at least 10 days before the start of the event. This gives you and the sponsors plenty of time to make any necessary revisions and updates.

The same goes for exhibitors and the artwork for their digital adverts. A couple of extra days need to be set aside for any nal revisions. With that in mind, digital signage can be updated even on the day of the event but for your peace of mind, it’s preferable to sign o on the content in advance!

Digital signage may seem like a complicated concept, but when you know what’s involved and what information you need for both yourself and your advertisers, it’s actually a really simple technology to wow your visitors, keep them informed and engaged, and improve their overall experience.

Want to know more? Check out: 7 Things Marketers Must Know Before Investing in Digital Signage

Do you have any other questions that you would like us to answer? Have a look at our Answers page and send us an email:[email protected]

Thomas Walczak

By Thomas Walczak

I am the Founder and Managing Director of EventIgnite, a technology company dedicated to creating an effortless experience at events. EventIgnite develops professional digital signage systems, including interactive and large-format digital signs. Don't hesitate to send me an email at [email protected]