HYBRID SIGNAGE: PRINT AND DIGITAL- NO ONE SAID YOU HAVE TO CHOOSE.

A tale as old as the 1990’s- print versus digital. There are the print-devotees who stay true to their roots and there are the techies- who are convinced that print will someday be a thing of the past. While I live and work in the digital signage industry, my background is in a broad spectrum of marketing. I like to think of myself as middle ground. In fact, I am the biggest supporter of hybrid signage.

A great marketing campaign should consist of both print and digital. That’s right, you don’t have to choose. In fact, the incorporation of print and digital is one of the most aesthetically pleasing and cohesive messaging you can provide your audience.

You may ask- how do these two beasts work together? Below are some hybrid signage examples we at Empire Digital Signs favor the most and why.


Interactive Kiosk Vinyl Wrap

Interactive Kiosk

As an integration company, we scan the market for the
best hardware and software options available to our clients that meet both their budgets and their needs. When a client asked specifically for our traditional upright kiosk in white as opposed to black, we were surprised to find that the price for that hardware almost doubled with the change in color.

It was time to come up with some different options, so we looked to a local print signage company and proposed a pretty wild idea to them- can you create a vinyl wrap to fit around this kiosk? It was a first for them, but turned out would be accomplishable. They were able to put a branded, white vinyl wrap around the kiosk for a fraction of the cost of a white piece of hardware. Not only did the client get the white finish they were looking for, but a completely seamless branding tool.


Digital Signage Poster Stand

hybrid signageThis solution is so simple yet makes such an impact. We invested in this poster display after purchasing one for a client, then deciding we needed one of our own! We were so impressed by the combination of print and digital (especially when the digital content included motion).

One of the benefits of this solution is its versatility. The problem with most printed signage is they are much more long-term than digital. It costs in the long run to have things reprinted. However, as opposed to some of the other examples in this post, the print for this sign was relatively inexpensive. Therefore, it can be changed much more frequently and works perfect for branding at special events (example below: Ugly Disco in Rochester NY).


Video Brochure

One of the most unique hybrid signagevideo-brochure products on the market today. The video brochure combines print and digital in an unconventional way. Wrapped up in the brochure is a beautiful, high resolution LCD screen. When the brochure is opened, the personalized video begins to play immediately. These solutions can even come with buttons to play multiple videos.

Our clients have used them for everything from invitations to lobby material. Video brochures offer the best educational experience around and visually are a treat.


DOOH & A Take-Away

As with most forms of advertising, DOOH hybrid signageadvertising clients are consistently looking for ways to not only improve their visibility, but also be able to track ROI. This hybrid caters to both needs. This 90” display placed in the lobby of a hockey arena is meant to catch the attention of parents in the lobby. It’s obvious that this display, based on sheer size and brightness, excels in the attention-grabbing department.

Take a closer look at the image and you’ll find a vinyl wrap on a nearby beams indicating that there is more information below in the form of brochures. The client can track ROI by keeping track of brochure counts, while also grabbing the attention of passers with a bright, large display. The most important aspect of this campaign is the cohesiveness of the content. Note how they are almost virtually the same, leaving no room for misinterpretation.


Maintenance

There’s one major difference that impacts hybrid signage and the maintenance of your solution and that is flexibility. The digital portion can be scheduled, zoned and include motion graphics. Most importantly, it can be changed frequently and instantaneously. Print, not so much. Before you begin the hybrid signage journey you must consider this fact. Print portions should be as standard as possible so that the content can complement the ever-changing digital content seamlessly. Generally, a logo and slogan and your company’s color scheme will do for the print portions. This can get tricky when it comes to video brochures and may take a little more consideration.

Allow your digital canvas to be the focal point of the campaign by taking advantage of the flexibility. However, do not tread too far from the overall aesthetic theme to ensure your hybrid signage always looks sleek and informative.


In the end, do not force yourself to pick from a digital sign or a printed sign. A truly compelling campaign makes use of all resources available in order to ensure visibility and profit. Planning is key based on the differences between print and digital, but when done right can be inexpensive in the long run and will be sure to generate buzz.