Orginally Published November 9, 2015
Updated: July 14 2018 & July 20, 2026
Digital displays are everywhere now. Restaurants, grocery stores, convenience stores, banks and credit unions, dispensaries, schools, car washes, and military facilities all use digital signage to inform customers, promote offerings, and shape the experience people have inside their buildings.
But not every operator understands the best ways to use digital displays, or what it takes to keep the people looking at those screens engaged. Whether you are displaying a menu, promoting services, sharing wayfinding information, or highlighting daily rates, the fundamentals are the same.
False. Don't make the mistake of thinking a TV from the electronics store will do the job. Off-the-shelf TVs are built for home use, not for continuous operation in a business setting. Commercial-grade digital screens are designed for 24/7 operation at brightness and resolution levels meant for public viewing, and they are built to handle the demands of a commercial environment.
Yes, the upfront cost is higher. But you won't be replacing screens after a year of hard use, and you won't be stuck with a dark display during your busiest hours with no support to get it running again. Whether that screen is showing a lunch menu, loan rates, or wash packages, downtime costs you sales.
If you're not ready to commit to a full system, consider testing a single commercial display first. One screen running a simple, well-designed template can show you how customers respond and set the tone for the experience you want to create.
People scan digital displays quickly. Younger customers tend to spend more time reviewing options and looking for something new, while returning customers look for the familiar. Either way, cramming too much detail onto any display confuses people, takes too long to read, and pressures customers to make rushed decisions when your location is busy.
Many operators are working to simplify what they present, and that benefits both the bottom line and the customer trying to find what they came for. This is where digital displays shine. Unlike static boards that force content into a fixed frame or onto strips, digital signage uses all of the available space and lets you group content so your offerings are easy to see and understand at a glance.
A digital display is almost a living, breathing thing. It should stay visually engaging, whether that means rotating imagery, changing content by daypart or season, or updating promotions as they change. Setting up a screen and leaving it untouched for months defeats the purpose.
Static thinking creates missed opportunities. Maybe that's a quick price update when your costs change, a seasonal promotion, a new service you want to highlight, or a community message that builds goodwill. You know your most profitable products and services, and you know they can shift. A digital system lets you act on those shifts, but only if you commit to keeping content current.
Keep in mind that ROI isn't always measured in bottom-line dollars. The value of local messaging, branding, and a better customer experience doesn't always show up on a profit report, but it's real. Look for a signage solution with software you can access and update on your schedule.
Research on viewing behavior shows the eye goes to the center of a display group first, then scans to the immediate right and left, with the outer edges viewed last. Laying out your content with that behavior in mind takes time and thoughtful planning, whether you run a digital system or a traditional static board.
There is both art and science in giving customers an easy, organized way to take in your display. This is a job where it pays to lean on experts, so you can focus on running your business. Smart designers know a "one and done" display won't deliver the best return. Customers respond to content that evolves and is presented in an engaging way.
Content management software (CMS) varies as widely as the screens themselves. Look for a CMS you can actually operate, especially if you plan to handle programming yourself. Some programs use zones for uploading different types of content, and some offer options to link to live feeds like news, weather, or sports.
The software is just as important as the hardware. Many providers include software as part of their digital signage solution, so ask about it during your research. A few questions worth answering before you choose:
Decide how you want to present your content first, then evaluate software and screens. Make sure the CMS is one you can live with and understand.
Most suppliers put the average lifespan of a digital signage system at six to eight years. Upfront costs include the screens, mounting equipment, programming software, and content creation. From there, plan to budget for maintenance, hosting, content updates, and eventual equipment replacement. Because many systems run wirelessly or pull live content from the internet, reliable internet service may add to your costs as well.
If you don't own your software outright, budget for monthly or yearly program fees too.
Think of it like owning a vehicle: it's designed to last a certain number of miles, but it wears out sooner or lasts longer depending on how well you take care of it. Planning ahead for future costs takes the bite out of unexpected repairs or replacements.
Be a wise consumer and dig into the details before spending real money on a system that isn't right for your business. Talk through your needs with an experienced digital signage company that can answer your questions and point you to the right products, whether you run a restaurant, a credit union, a c-store, a school, or anything in between. A little research up front helps you avoid an expensive decision made just to keep up with a trend.