| The cost of deploying a digital signage solution is | | | | So, I'll clarify this issue now. First, you're going to |
| one of the biggest obstacles that prevents | | | | need content for your signage and you'll need to |
| companies from buying a network. Sellers often | | | | pay for it. |
| try to explain how the initial investment will be | | | | For example, static creatives works well and can |
| repaid over a given period of time by the | | | | be designed in a compelling manner. You'll need to |
| resulting ROI. But, still managers and business | | | | devote several hours for each screen you want |
| owners balk. Their hesitation is sometimes due to | | | | to create. It can be done by someone on your |
| not having a full understanding about where the | | | | staff or by outsourcing the job to a creative |
| costs originate. In any signage system, the | | | | agency. One static screen created by an agency |
| investment will include the digital screens and | | | | will probably cost nearly $1,000. And it's important |
| other hardware, software, content generation, | | | | to note that static creatives are the least |
| and installation. | | | | expensive content you can create. Animation and |
| Below, I'll explain each of these areas in more | | | | video production costs will climb quickly. |
| detail. I'll also describe a few of the ongoing costs | | | | Installation And Support |
| that companies must plan for when they're ready | | | | Most digital signage companies charge in excess |
| to invest. You'll discover how much money is truly | | | | of $1,000 to install a small network. The price |
| required to set up a signage network. | | | | rises with the number of screens. Often, they'll |
| Hardware And Software | | | | build this cost into the package deal, making the |
| You'll need screens, player software and | | | | dollar figure hard to identify. So, ask them how |
| hardware, content management software, and | | | | much they're charging. |
| mounts for your screens. The final price you'll end | | | | You'll also need technical support which is typically |
| up paying will depend largely on the number of | | | | priced on multi-year contracts. A 3-year contract |
| screens you want to use. A 40" LCD model will | | | | might cost $1,500 per screen, but you'll have |
| cost approximately $1,200, depending on the | | | | access to a trained staff who can provide help |
| brand and resolution. The player software will cost | | | | whenever you need it. If your company has a |
| under $500 while the player hardware should be | | | | capable support desk, you may be able to add |
| under $1,000. | | | | the signage network to their responsibilities. That |
| Content management software can be priced | | | | said, you should have a resource available to |
| within a wide range starting at a few hundred | | | | provide higher levels of support when necessary. |
| dollars and rising to thousands. The more robust | | | | Projecting The Price |
| and flexible it is, the more you can expect to pay. | | | | I've explained the major costs involved with |
| You'll also need display mounts for each of your | | | | investing in and deploying a digital signage network. |
| LCD screens. Sturdy ceiling mounts will likely costs | | | | They are substantial, which causes many business |
| over $200 each. | | | | owners, managers, and operators to postpone |
| The Cost Of Content | | | | the purchase. However, keep in mind that prices |
| Content is a wildcard. The price is based upon | | | | continue to drop on the hardware and software |
| several factors, many of which you'll control. | | | | (technical support costs seems to remain |
| Oddly, a lot of business owners and managers | | | | constant or rise over time). For example, prices |
| completely forget to add this cost into their | | | | charged in 2004 seem ridiculously high today. The |
| projections. Or worse, they believe the content | | | | important thing is to include every potential cost |
| isn't important and can be patched into their | | | | when considering the investment. That way, you'll |
| network (for example, from local TV stations). | | | | avoid unpleasant surprises down the road. |