Digital signage is a flexible, proactive means of communication designed to simplify the lives of marketing and communications professionals. However, many companies still find it too complex to manage, especially when it comes to managing and anticipating costs.
➡️ In this article, we explain how to better calculate the total cost of ownership of your digital signage solution (whether you're changing suppliers or starting from scratch), and how to ensure yousave time and money.
The concept of Total Cost of Ownership (TCO) is particularly useful for software. In a digital signage project, it includes not only the price of the direct digital signage solution, but also the long-term price :
- equipment purchase price (for example, the cost of purchasing 100 screens),
- equipment installation,
- the cost of operating the screens,
- the cost of maintenance, for quality content display,
- time spent managing malfunctions
The long-term price is the result of calculating all the direct and indirect costs involved in owning and operating the system. The problem is that costs are not always easy to anticipate, especially when you're buying equipment for the first time. For example, the time you and your team devote to it has a cost, which is often overlooked or underestimated. On the other hand, there are also costs associated with failing to fully exploit a system. Let's take a look at a number of aspects that need to be taken into account.
💲 How much will my digital signage installation cost?
Installing screens on your walls involves costs, which you should discuss with your partner or hardware integrator. In addition to the screens themselves, this includes brackets and cabling. If you're using existing screens, but installing new content management software, you still need to factor in installation costs. Depending on the complexity, you may need to plan for a technician to spend several hours on each site. And if the player you've chosen needs to run over an Ethernet cable instead of WiFi, you'll also need to add cabling costs.
Visit digital signage software digital signage software uses plug-and-play equipment installation that you can do yourselfif your team members feel up to it. It uses the WiFi network to broadcast content (including HD video) to all screens.
🆘 How much will team training cost?
You and your team will need to be trained to use a dynamic content management system. If you opt for a system that's too complex, you'll have to devote more time to training, and will probably end up with stressed-out, frustrated users who will avoid using it. But if you choose a system that's easy to use, Content Managers will enjoy using it. In fact, they'll be more inclined to try out the various functions, and exploit the full potential of your solution.
In some cases, the digital signage system will need to be managed locally. This means you'll need to train local and central marketing teams in the use of the digital signage solution, and multiple users mean a tenfold increase in training time.
⌛ How long does it take to create dynamic content?
Time is money. Here again, you should aim for a system whose interface makes it easy to creation and distribution of new content. This will not only reduce the recurring operating costs associated with digital signage, but also enable you to change content more frequently for greater impact.
Cenareo offers you templates that can be customized in just a few clicks, and can also help you create custom templates to suit your image and needs.
🔧 How much will maintenance cost?
If a problem arises with one of your digital signage players, will you be able to fix it easily? Because the digital signage system supply chain sometimes involves several people, it can be difficult to identify who is responsible for the intervention (you, your integrator, the software supplier, etc.). You certainly don't want to waste time trying to solve a problem yourself, or identifying who should do it. This is exactly what happened to Etambefore the company decided to replace the existing system with the Cenareo solution:
" The processing time required to resolve a technical problem has fallen drastically, from a week to a day. "
Simon Caillot, Purchasing Director at Etam Groupe.
One of the advantages of the As-a-Service model over buying your own equipment is that your partner is responsible for keeping the system up and running. At Cenareo, if we can't remotely solve a problem with our drives, we'll replace them free of charge. This selling point proved decisive with our customer AXA France. Previously, the company owned its digital signage screens and players, and each replacement of faulty or obsolete equipment represented an additional expense. When the time came to modernize its system, AXA decided to move to a subscription-based model, opting for a Cenareo solution.
💰 Will you really get your money's worth?
A screen can sometimes fall victim to a loss of power or Internet connection. If you have a large number of screens that you are unable to monitor in person, how do you know if everything is working properly ?
Without an alert system, your network's display devices may not be updated with new content, or worse, present a black screen. In retail, you'll miss out on promotions, offers and, quite possibly, sales. What's more, your audience will be frustrated by the presence of out-of-date information. The impact on brand image is direct. Not to mention the fact that your return on investment (ROI) will have been damaged. So, to make the most of your digital signage system, choose a turnkey solution with a partner who's ready to listen and, above all, proactive in resolving any breakdowns.
This is the case of Boulanger, which has reduced its total cost of ownership of digital signage in its 182 s by 30% by cutting costs and intermediaries:
"Cenareo's SaaS offering is a real paradigm shift for us. Having an easy-to-manage subscription system that integrates ultra-simplified installation and responsive remote maintenance has lowered our costs by 30% compared with the previous software offering we used.. What's more, the screens and players require no special installation skills. Here too, we have saved several hundred euros per screen installed, which were previously billed by the installer.
Marion Montambaux, Head of Visual Identity, Boulanger
💸 Will digital signage really make you money?
So far, we've talked about how much billposting costs you. However, depending on how you use it, you may be able to offset some of your expenses by selling advertising space. Your poster network is first and foremost an advertising channel, which other companies are willing to pay to reach your audience.
You'll be able to use information about your screens (such as footfall or exposure time) in commercial negotiations with your suppliers. You'll also be able to prove that your displays have been shown, thanks to the display statistics available in your digital signage Content Management System (CMS).
Digital signage market prices
The price of digital signage in SaaS mode, i.e. in subscription mode, varies according to the solution chosen and the options it offers. The standard subscription price generally includes the digital signage player and the software solution to manage your screens, with no special options. Some solutions offer additional services at variable prices: hardware, i.e. screens and other media, which you can either buy or rent. If you choose the right partner, you'll be able to add service options such as the creation of personalized content for your screens (templates, data feeds, etc.). You can also connect to your DAM or cloud storage space to facilitate your teams' work and productivity, while protecting your brand image.
Here's an idea of the prices charged on the digital signage market:
Software Screens Content creationOptions and interconnections10- 50 euros500 - 5000 euros per screen depending on model200 - 2000 euros for video templates
500 - 3000 euros for customized feeds
Price varies according to demand
If you choose the right partner, digital signage will be an excellent investment in your communications, with costs that are transparent and easy to manage.
At Cenareo, we believe that costs should be as easy to manage as content, which is why we offer a simple subscription or "As-a-service" model.
Take a look at our case studies and find out why companies choose Cenareo's easy-to-use solution. Don't hesitate to contact us so that we can help you with your digital signage project.
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Whether you use digital signage in the s or in the enterprise, the advantages in terms of dynamism and contextualization are such that the impact of your messages on your audience will have a snowball effect on your ROI. In retail, the customer journey will be improved, and advertising offers will be given greater prominence, resulting in a higher average shopping basket. In the corporate sector, information distributed at the right time to the right target will enable better internal organization, and thus boost the efficiency of your employees.
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