Digital signage is a way of communication flexible and proactive supposed to simplify the lives of marketing and communication professionals. However, managing it is still too complex for many businesses, especially when it comes to manage and anticipate its costs.
➡️ In this article, we explain how better calculate the total cost of ownership of your digital signage solution (whether you are changing suppliers or starting from scratch) and how to ensure save time and money.
The concept of total cost of ownership ”TCO“ is particularly used for software. In a digital signage project, it includes the price of the direct digital signage solution but also the long-term price :
- the purchase rate of equipment (for example, the cost of buying 100 screens),
- The installation equipment,
- The cost of workings screens,
- The cost associated with maintenance, for the display of quality content,
- the times dedicated to the management of malfunctions
The long-term price is the result of Calculation of all direct and indirect costs generated by the ownership and use of the system. The problem is that costs aren't always easy to anticipate, especially when you're buying equipment for the first time. For example, the weather that you and your team spend on it comes at a cost, which is often overlooked or underestimated. In addition, the fact of not being able to fully exploit a system also incurs costs. Now let's look at a number of aspects that need to be taken into account.
💲 How much will my digital signage installation cost?
Installing the screens on your walls incurs costs, which you must discuss with your partner or the integrator of your equipment. In addition to the screens themselves, this includes the brackets and the cabling. If you are using existing screens, but that you install a new content management software, you should still take into account installation costs. Depending on the complexity, you may need to plan for the invoiced intervention of a technician who will spend several hours on each site. And if your chosen player needs to use an Ethernet cable instead of Wi-Fi, you'll also need to add cabling fees.
The Cenareo digital signage software uses “plug and play” equipment, offering a quick installation that you can do yourself, as long as your team members feel in a position to do it. It uses the Wi-Fi network to broadcast content (including HD videos) on 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 is too complex, you will have to spend more time on training and will likely face stressed and frustrated users who will avoid using it in the long run. But if you choose a system that is easy to use, the Content Managers will enjoy using it. They will also be more likely to test the various functionalities, and exploit the full potential of your solution.
In some cases, the digital signage system will need to be managed locally. You will therefore have to take care of train local and central marketing teams to use the digital signage solution ; however, who says multiple users says increased training time tenfold.
⌛ How long does it take to create dynamic content?
Time is money. Again, you have to aim a system whose interface facilitates the creation and distribution of new content. This will not only allow you to reduce the recurring running costs associated with digital signage, but also allow you to change content more frequently for greater impact.
Cenareo offers customizable templates in a few clicks and can assist you in creating templates customized to your image and according to your needs.
🔧 How much will maintenance cost?
If a problem occurs with one of your digital signage players, will you be able to fix it easily? Since the digital signage system supply chain sometimes involves several stakeholders, it can be difficult to identify who is responsible for the intervention (you, your integrator, the software supplier?). You certainly don't want to waste time trying to solve a problem yourself or identifying the person who should be in charge of it. That is exactly what happened to Etam, before the company decided to replace the existing system with the Cenareo solution:
” The processing time required to solve a technical problem has fallen drastically, from one week to one day. ”
Simon Caillot, Purchasing Director at Etam Group.
One of the advantages of AS-A-Service model compared to buying your own equipment, it's because your partner is responsible for keeping the system up and running. At Cenareo, If we are not able to fix a problem remotely on our readers, we will replace them free of charge. This selling point proved decisive for our customer AXA France. Previously, the company owned its digital signage screens and players, and each replacement of faulty or outdated equipment was an additional expense. When it came time to modernize its system, AXA decided to upgrade to a subscription model, by opting for a Cenareo solution.
💰 Will you really get what you pay for?
A screen can sometimes be the victim of a loss of power or Internet connection. If you have a large screen fleet that you are not in a position to monitor in person, how do you know if everything is working properly ?
In the absence of alert system, displays on your network may not be updated with new content, or worse, may have a black screen. In retail, you will miss out on promotions, offers and, most likely, sales. In addition, your audience will be frustrated by the presence of outdated information. The impact on the brand's image is direct. Not to mention the fact that your return on investment (ROI) will have been damaged. So, in order not to lose a drop of your investment and to take advantage of your digital signage system, choose a turnkey solution with a partner who listens to you and above all proactive in resolving your potential breakdowns.
This is the case of Baker who reduced his total cost of ownership of digital signage by 30%E in its 182nd by reducing costs and intermediaries:
“Cenareo's SaaS offer is a real paradigm shift for us. Having an easy to manage subscription system that integrates ultra-simplified installation and responsive remote maintenance have reduced our costs by 30% compared to the previous software offer used. On the other hand, screens and players do not require any special installation skills. Again, we saved several hundred euros per installed screen that were previously billed by the installer.”
Marion Montambaux, Visual Identity Department Manager, Boulanger
💸 Will digital signage really make you money?
So far, we've talked about how much it costs you to post. However, depending on how you use it, you can offset part of your expenses by selling advertising space. Your advertising network is above all an advertising channel, which other businesses are willing to pay to reach your audience.
You will be able to use information about your screens (such as the pass rate or the exposure time) during commercial negotiations with your suppliers. Broadcasts can be proven thanks to the distribution statistics available in your digital signage Content Management System (CMS).
Market prices for digital signage
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 particular option. Some solutions offer ancillary services at varying prices: hardware equipment, i.e. screens and other supports, which you can buy or rent. If you choose the right partner, you can add service options such as the creation of personalized content for your screens (template, data flow...). You can also connect to your DAM or cloud storage to facilitate the work and productivity of your teams while protecting your brand image.
Here is an overview of the prices applied on the digital signage market:
Software > Screens > Content creation/Options and interconnections 10 - 50 euros 500 - 5000 euros per screen depending on the model 200 - 2000 euros for video templates
500 - 3000 euros for personalized feeds
Variable price according to demand
If you choose the right partner, digital signage will be an excellent investment in your communications, with transparent and easy to manage costs.
At Cenareo, we believe that costs should be as easy to manage as content, which is why we offer a simple subscription-based or “as-a-service” model.
Check out our Customer cases and discover the reasons why businesses choose the ease of use of the Cenareo solution. Do not hesitate to contact us so that we can help you with your digital signage project.
Whether you use digital signage or digital signage in business, the advantages in terms of dynamism and contextualization are such that the impact of 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 more highlighted for an increase in the average basket. In corporate matters, the information disseminated at the right time to the right target will allow for better internal organization and thus increased efficiency for your employees.
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