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4 Advantages Of Digital Signs: Leverage High-Tech, Low-Cost Advertising

4 Advantages Of Digital Signs: Leverage High-Tech, Low-Cost Advertising

Compared to most traditional signs, dynamic digital signs are a bit more of an investment, but they can also yield much higher returns.

If you need help weighing the costs and benefits of adding digital signs to your on-premise advertising system, you’ve come to the right place.

Read on to learn 4 unique advantages digital signs have over traditional displays, or call (314)-726-5500 to speak directly with a digital sign expert in St. Louis, MO.

4 Reasons To Invest In Custom Digital Signs In 2023

1.    Leverage The Marketing Power Of Dynamic Displays

Adding some movement to your marketing message is a great way to draw eyes and stand out in a crowded “static” signscape.

In one study by the Journal of Interactive Marketing, researchers found “a positive relationship between levels of animation and amounts of attention allocated to ads,” with animated ads consistently outperforming static ads in eye tracking experiments (Kuisma et al., 2010, p. 272).

While some traditional sign types (e.g. flags) incorporate movement, digital signs do so much more effectively, allowing you to display “dynamic multimedia presentations containing audio, video, and animated content” (Kuisma et al., 2010, p. 265).

2.    Light Up Your Brand Message For Better Legibility

Another key advantage of digital signs over traditional displays is the fact that they’re illuminated.

As research by the Interdisciplinary Journal of Signage and Wayfinding revealed, “recognition distances tend to increase as sign luminance increases” (Bullough, 2017). In fact, the effect of illumination was so pronounced in one experiment that it overcame the negative effects of a 50% reduction in font size, with illuminated messages displayed in 6-point font being just as readable as unlit messages written in 12-point  (Bullough, 2017).

3.    Foster Better Brand Impressions With Cutting-edge Sign Tech

The American Shopper Study tells us that more than 40% of people regularly use signs as the basis of their brand impressions and quality judgments, and more than 85% of people think signage communicates the character or personality of the advertiser.

By incorporating digital signs into your on-premise advertising system, you not only impress audiences with high-quality dynamic displays—you also tell your audience that your business is up-to-date, tech-savvy, and relevant in the Digital Age. If your business targets Millennials and Gen Z, or operates in technology or a tech-adjacent industry, this is exactly the kind of brand image you need to cultivate.

4.    Invest In Reprogrammable Digital Sign Solutions To Save Big

Digital signs aren’t just reusable; they’re reprogrammable. If you can send an email/text or update a social media status, you can learn how to create custom sign messages and dynamic displays for your business on-demand. This makes your marketing system much more agile, and it can save your company thousands of dollars in sign production costs over the long-term, more than making up for the purchase price and operating costs.

Book A Free Digital Sign Consultation In St. Louis, MO

Ready to bring your sign system into the Digital Age? The Horizon Sign Company is here to help.

We offer a wide range of digital sign solutions, all of which are completely customizable, and our in-house experts will guide you through every step of the process, from ideation to installation.

To speak with a specialist and get a free quote on any custom digital sign order, you can:


Bullough, J. (2017). Factors affecting sign visibility, conspicuity, and legibility: Review and annotated bibliography. Interdisciplinary Journal of Signage and Wayfinding, 1(2), 2-25.

Kellaris, J. J., & Machleit, K. A. (2016). Signage as marketing communication: A conceptual model and research propositions. Interdisciplinary Journal of Signage and Wayfinding, 1(1).

Kuisma, J., Simola, J., Uusitalo, L., & Öörni, A. (2010). The effects of animation and format on the perception and memory of online advertising. Journal of Interactive Marketing, 24(4), 269-282.

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