Top 11 Mistakes to Avoid When Using Digital Advertising Displays

Although advertising displays provide an effective and adaptable means of communication, they are prone to errors, and rectifying those errors can incur significant costs.

Here are some of the most frequent errors regarding digital signage content, systems, software, and additional elements.

1. Utilizing a Screen That’s Not Suitable

The compatibility of your desired screen with your software and other hardware isn’t guaranteed, so verifying this before making a purchase is essential. The screen must be suitably sized for both the space it occupies and the task it is meant to perform. If it’s too small, the impact won’t be sufficient. If it is too big and too close to the audience, the message will most likely be hard to perceive.

2. Incorrect Placement 

In addition to concerns about height, sightlines, and accessibility, the best location for your advertising displays will depend on whether your target audience can see it. It’s a waste of money to put a screen in a location where most of your target audience will not likely view it. Yet, if the distance to your audience is too small, it will appear pixelated and fail to yield the desired results. Always take into account the closest and farthest distances from which someone can comfortably view your content, and then consider the proportion of individuals likely to be in that optimal position versus those who are not. This should assist you in determining if your screen is positioned correctly.

3. Compromising on Quality 

The adage ‘buy cheap and you buy twice’ holds true for digital signage. If your displays matter, it’s worth putting money into dependable hardware for them. Opting for cheaper, lower-quality options can result in double the expenses due to replacements and repairs.

4. Lack of clear objectives

To ensure your advertising displays work effectively, it is essential to have precise and carefully designed goals for your intended outcomes. If you don’t have this, you’re just sending out messages at random and crossing your fingers. Think about what your long- and short-term goals should encompass.

5. Focusing on a Single Purpose

Advertising displays are not like printed signs; they offer great flexibility and can fulfill multiple objectives simultaneously simply by varying the content.  One display can guide customers, help with store or venue closure, or can be used for internal training and sales promotions. By carefully scheduling content on multiple screens and at different times, it is simpler to accomplish your goals. Consider all of the potential uses for advertising displays when creating a plan or business case. This will help ensure that you derive maximum value for money from your estate.

6. Excluding Accessibility

It is crucial to include all varieties of customers; thus, you must make certain that everyone can utilize it — disabled individuals included. Many mounts now allow for the vertical adjustment of interactive advertising displays for those in wheelchairs or with mobility challenges. Audio systems can also be incorporated into displays, allowing individuals with visual impairments to hear an audio version of the content displayed on the screen.

7. Failure to Measure Effectiveness

Just like with any form of marketing or advertising, it’s essential to have a method for tracking your ROI; without it, you can’t determine if your strategies are effective. Think about all the different ways you could track your success. Monitoring your results will show whether you need to adjust your methods to achieve greater success.

8. Poor Scheduling

The timing of your content is crucial, and your advertising displays may continue to promote a sale or offer that has already expired. For those lacking confidence in scheduling, collaborating with an advertising display content expert can be beneficial, as they can devise a plan for your digital content campaign.

9. Ignoring Target Audience Timing

Keep your audience in mind when planning your content schedule. This could be as straightforward as providing more family-focused promotions during the school holidays or as intricate as aiming at various demographics at different times throughout the day or week — whichever ensures your messaging remains most pertinent.

10. Using Incompatible Files 

This could be attributed to a lack of expertise, which is entirely understandable. If you find it hard to understand the appropriate software and file formats for your advertising display content, consider outsourcing the design process to a digital expert.

11. Overlooking Aspect Ratios

Remember the aspect ratio of your screen (the width-to-height ratio). For widescreen displays, the typical aspect ratio is approximately 16:9. However, if your screen has different dimensions, a vertical format, or an unusual shape, you will need to create content that fits it appropriately.

Key Takeaway

Avoiding these common mistakes will help ensure that your advertising displays are effective and engaging while conveying a clear message to your target audience. By selecting the right hardware, placing screens strategically, and ensuring your content is accessible and appropriately targeted, you can dramatically enhance message delivery and audience engagement. Regularly assessing and adjusting based on performance metrics also ensures that your digital displays continue to support your business goals effectively. Invest in quality, plan with precision, and always keep your audience’s needs at the forefront to turn your digital advertising efforts into a powerful asset for your business.