Digital Signage vs. Printed Event Materials: Where Going Digital Makes the Biggest Difference

“Should we use printed materials at our event?” It’s a timely question. Event attendees notice when there’s obvious paper waste during conferences, trade shows, and conventions. It only makes sense for event planners to talk about alternatives to printed materials, such as digital signage.

This doesn’t mean you have to replace every printed item at your next event. Before you start planning anything for print, ask whether it would work better on a screen. LED posters, interactive displays, and standalone kiosks are popular options. 

Digital signage makes the biggest difference for information that changes or competes for attention: agendas, wayfinding, room changes, sponsor rotations, and calls to action. Printed materials still work best for items attendees take home, like books, reference guides, and branded keepsakes. Most conferences and trade shows get the best results from a mix of both.

WEIGHING THE OPTIONS BETWEEN DIGITAL SIGNAGE AND PRINTED MATERIALS

Pros and Cons of Printed Materials for Events

The main value of printed materials at events is that they’re tangible. Attendees take them back to their homes or offices, which can be great in some situations. For example, an exhibitor may provide a printed product catalog that attendees can reference when making purchasing decisions. In these situations, printed materials offer lasting value beyond the event itself.

That said, tangible items can be lost, misplaced, or discarded. Event attendees often discard printed materials they receive throughout an event, creating unnecessary waste. As a result, many printed products will either be recycled (if possible) or sent to the nearest landfill. 

Another downside of printed materials is their cost. It can be pricey to produce printed materials. If they’re dated or exclusively branded for a one-time event, you can never use them again. That’s a cost that can add up quickly and may look questionable on your final budget report.

Pros and Cons of Digital Signage for Events

With digital signage, you can immediately overcome many of the “cons” of printed materials. Once the displays are live, a change costs nothing extra to make. There’s no reprint, rush fee, or second shipment when a session moves. Content is managed centrally, so a room change, a speaker swap, or a new sponsor message can be pushed to every connected screen in the venue within minutes. SmartSource’s onsite technicians push the update, not a staff member running between screens with a laptop. 

Conference digital signage can include video, live social feeds, and interactive surveys that aren’t possible in printed materials. Touchscreen kiosks and on-screen QR codes can also capture survey responses and engagement data for your post-event report.

There are real-world considerations when choosing event signage over printed materials: 

First is cost. Pricing depends on the number and type of displays, how long the event runs, and the onsite support needed to keep them running. Venue Wi-Fi is often already strained by attendee devices, so it’s important to consider connectivity requirements before the event. SmartSource works with event planners to identify the best setup for reliable digital signage performance throughout the event.

Second, placement decides whether anyone sees the screens. SmartSource maps attendee flow with your team, from registration to session doors to the exhibit hall entrance, and puts displays where people stop and look.

Finally, someone has to install, test, monitor, and remove every screen. SmartSource’s event tech team can handle setup before doors open, fix problems during the event, and break everything down after the final session, so your staff can stay focused on attendees.

WHERE DIGITAL SIGNAGE MAKES THE BIGGEST DIFFERENCE

Digital signage gets information to attendees faster, with less waste. It’s also easier to update. While you don’t have to move every item from a print version to a digital version, you may find it valuable in the following cases.

• Event agendas, wayfinding maps, and exhibit hall information: Visibility matters when attendees are moving around your event. With all the logistical information on digital signs (with or without touchscreen options), attendees can find exactly what they need without flipping through a booklet. Updates can be pushed any time during your event.
• Real-time social feeds, session highlights, and attendee photos: Displays near registration and in high-traffic lounges can show what’s happening across the venue as it happens. This just isn’t feasible with printed materials, and it can be a good way to drive interaction during your event.
• Sponsor and vendor advertising: You can still offer sponsors, vendors, and other stakeholders visibility on printed materials. However, with digital displays, you can rotate your inventory of supporter logos, messages, and even commercials. Because digital placements can be sold by time slot, location, and format, planners can offer tiered sponsorship packages that static banners can’t support.
• Calls to action: Do you want attendees to complete surveys? Go to the exhibit hall at a certain time? Participate in a competition hosted by one of your top vendor sponsors? Motion and timed messages catch attention in busy areas where a printed flyer gets overlooked.

YOUR NEXT EVENT: HOW TO DECIDE WHAT TO PRINT AND WHAT TO DISPLAY

Rule of thumb: Print it if attendees will keep it; otherwise, choose digital.

SmartSource works with event planners who want to include digital event signage at their conferences, summits, and trade shows. SmartSource plans placement and content scheduling with your team, configures and tests every display before doors open, and keeps technicians onsite to manage updates and fix issues throughout the event.

Contact our team to discuss digital signage versus printed materials for your event.

FREQUENTLY ASKED QUESTIONS ABOUT DIGITAL EVENT SIGNAGE

Is Digital Signage Better than Printed Signage for Events?

Digital signage is better for information that changes or needs to grab attention, such as agendas, wayfinding, and sponsor rotations. Printed materials are better for items attendees keep. Most events use both.

What Event Materials Can be Replaced by Digital Event Signs?

Digital signage can replace printed agendas, banners, venue maps, vendor listings, sponsorship boards, and other standalone materials.

Does Digital Event Signage Require an Internet Connection?

Not always. Some digital signage systems can display preloaded content without an internet connection, while others require network connectivity for live updates, interactive features, or centrally managed content. Event planners should review connectivity requirements with their technology provider before the event to ensure the signage setup supports their needs.

Can Digital Signage be Updated During an Event?

Yes. Content is managed from a central system, so room changes, schedule updates, and new sponsor messages can be pushed to every connected screen.

How does Digital Signage Benefit Event Sponsors?

It lets planners sell sponsor placements by time slot, screen location, and format (logo, video, or commercial). That creates more sellable inventory than static banners and lets sponsors run motion content.