The choice of display is an important part of retail marketing, as the type of display in the store contributes to the customer experience, brand image and purchasing decisions. The technical requirements of the advertising display are a separate issue. The operating environment of a store floor or a store window is such that not just any display will do.
What type of display is suitable for advertising in a store?
In-store displays are a key element of retial marketing, but what type of display is suitable for showing promotional videos or information? Read this article to avoid costly mistakes over time and to know what to look out for.
A television is not an advertising display
Let’s get one common misconception out of the way right away, and that is the use of an ordinary television as an advertising display. Today’s consumer TVs have good picture quality, so the temptation to use them as advertising displays can be great, but a TV is not an advertising display.
Domestic TVs are not suitable for digital signage for a number of reasons.
- Advertising displays are on for long periods of time and consumer TVs are not designed to withstand 24-hour operation.
- The brightness of home televisions is insufficient. The content on the screen is not visible in bright store lighting, let alone in a window display outside in the sunshine.
- TVs also often have automatic energy-saving features and a power cut-off, which can cause advertisements to stop playing automatically after a certain period of time.
- Warranty conditions for consumer products do not usually cover business use, so the warranty does not cover possible defects.
- Standard TVs are vulnerable to security risks and malicious attacks when used for advertising.
Display by purpose of use
When choosing an advertising display for a store, it is important to consider the purpose and location of the displays. Indoor displays should be bright enough to be visible in the store even if the lighting conditions vary during the day. For outdoor or outdoor-facing advertising displays, brightness is even more important, as sunlight can cause reflections that reduce image clarity. Displays mounted on external walls or in store windows particularly require high luminosity to ensure that the content remains clear and attractive in bright light.
Read also: What does digital signage mean?
Consider these things when choosing an advertising display
As already mentioned above, you can forget about TVs and displays for home use when looking for advertising and information displays for store premises. However, there are still significant differences between professional displays. So what are the things to look out for?
High brightness and adjustability
The materials on display should be visible and stand out in a wide range of lighting conditions. While consumer televisions have a brightness of around 300 NITS, professional displays can have 3000-4000 NITS and even more.
Long life and reliability
In practice, having a display on almost all the time requires a level of robustness not found in standard home TVs.
Effective content management
Possibility to install advanced software for the presentation of content.
Wide viewing angles
A good display meant for professional use has wide viewing angles to ensure that the content is visible to as many people as possible.
Consider these things when choosing an advertising display
As already mentioned above, you can forget about TVs and displays for home use when looking for advertising and information displays for store premises. However, there are still significant differences between professional displays. So what are the things to look out for?
High brightness and adjustability
The materials on display should be visible and stand out in a wide range of lighting conditions. While consumer televisions have a brightness of around 300 NITS, professional displays can have 3000-4000 NITS and even more.
Long life and reliability
In practice, having a display on almost all the time requires a level of robustness not found in standard home TVs.
Effective content management
Possibility to install advanced software for the presentation of content.
Wide viewing angles
A good display meant for professional use has wide viewing angles to ensure that the content is visible to as many people as possible.
A professional partner helps
The safest way is to use a reliable and professional partner who, through their experience, knows what kind of display is suitable for which space and purpose and can also supply it.
When buying a display for advertising , it is important to consider not only the display itself, but also other aspects such as compatibility and integration into the wider system, as well as installation and positioning.
A good partner company will not just sell displays, but will offer a comprehensive service in these areas, and the service will not stop there. A professional DS partner will also be able to provide after-sales service and support – perhaps even an on-site guarantee – and other additional services.
The ultimate benefit of using a separate partner is that while the displays are working and generating new customers all the time, your own staff can concentrate fully on the actual sales work.
A professional-grade display is a long-lasting and cost-effective investment that makes it easier and faster to market your store and improve the customer experience. Investing in quality ensures the effectiveness of in-store marketing and the seamless functionality of the technology.
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