The landscape of digital display content has evolved dramatically, offering sophisticated playlist management, real-time updates, and interactive capabilities that can transform how businesses communicate with their audiences. But with this sophistication comes complexity in choosing the right platform for your specific needs.
In this article, Wes Ferwerda, Digital Operations Manager at Gable, breaks down the key factors that drive successful content deployments in today’s market.
Author: Wes Ferwerda
Matching Digital Display Content Solutions to Your Business Infrastructure
Not all digital signage platforms are created equal—nor should they be. Different businesses have different needs; understanding these distinctions is crucial for success.
The key is to thoroughly assess the client’s specific needs, technical capabilities, and long-term goals and then match those requirements to the strengths and limitations of the available CMS options.
For instance, as a regional retailer with 50-100 locations, you need a platform that balances ease of use with multi-site control capabilities. For example, an enterprise commercial real estate developer or property manager with 1000+ locations needs a robust platform that can handle complex content workflows while maintaining consistent performance across your entire network.
Here’s what we have found works best:
For Agile, Growing Businesses
Web-based platforms like VNNOX and Navori have revolutionized how smaller businesses manage digital signs. These solutions offer:
- Direct content creation within the platform
- Intuitive interfaces that reduce training time
- Quick deployment for team members of any technical level
- Real-time updates across all your digital signage screens
For Enterprise-Scale Operations
Larger organizations often require more robust solutions like BrightSign or Acquire, which provide:
- Advanced scheduling capabilities for complex content rotations
- Programmatic control for sophisticated interactive experiences
- Comprehensive wayfinding integration
- Enhanced security features for internal communications
Creating a Seamless Content Management Workflow
The key to successful digital display content isn’t just about choosing a platform—it’s about creating a sustainable workflow.
For example, larger clients with specific requirements like programmatic control, wayfinding, or advanced scheduling may need a more robust CMS like BrightSign or Acquire, even if they are more complex. Businesses need to weigh the trade-offs between feature set and usability. My team and I help clients navigate those options.
With that guidance in mind, we recommend you consider the following:
Content Creation and Management
Different content management platforms offer varying approaches to content creation:
- Vnnox and Navori: Built-in tools for direct content creation, perfect for quick store promotions and important information updates
- BrightSign: Robust support for external design tools, ideal for complex interactive experiences
- Acquire: Advanced scheduling tools that help draw attention to specific content at optimal times
Hardware Compatibility and Performance
Your CMS choice should align with your existing or planned hardware infrastructure:
- Consider whether you’re using BrightSign players or Android devices
- Evaluate network requirements and internet connection reliability
- Plan for future scaling and technology refresh programs
Success Factors for Real-World Digital Display Content
At Gable, we’ve had the pleasure of working with a wide range of clients, all of which have different content management needs.
Clients like Simon Property Group and Bergen Town Center already know exactly what they want and what they’re looking for — programmatic flexibility. Others may not be so sure because they’ve never done it. In either scenario, it comes down to creating a content deployment strategy that achieves the ROI they’re hoping for.
In our experience, we’ve found that successful deployments share these common elements:
Technical Infrastructure
- Reliable internet connection for real-time updates
- Compatible hardware that supports your desired interactive experiences
- Proper bandwidth allocation for social media integration and dynamic content
Content Strategy
- Clear guidelines for creating and managing digital signage content
- Integration plan for user-generated social media content
- QR code implementation strategy for enhanced engagement
- Measurement protocols for tracking audiences’ attention and engagement
Our Solutions in Media Management, Monitoring & Analytics:
Making the Right Choice for Your Business
When selecting a digital signage CMS, we recommend you consider:
- Scale and Complexity
- Smaller operations often thrive with Vnnox or Navori’s streamlined approach
- Larger enterprises may require BrightSign or Acquire’s advanced capabilities
- Support and Reliability
- Evaluate vendor track records for system stability
- Consider the level of technical support your team will need
- Review update frequency and platform evolution
- Cost Structure
- Compare subscription-based versus per-player licensing
- Factor in potential growth and scaling costs
- Consider the total cost of ownership, including support and maintenance
- Consider how your business can profit from programmatic ads
Looking Forward
As we progress through 2025, the most successful digital signage deployments will balance technical capabilities with practical usability. Whether you choose a streamlined solution like Vnnox or a comprehensive platform like Acquire, the key is matching the technology to your specific needs and capabilities.
Pro Tip: The best digital display content system isn’t necessarily the most advanced—it’s the one your team can use effectively to create engaging experiences for your audience.
With Gable, you get the benefit of a dynamic media solutions partner. We understand how all of the parts of digital campaigns fit together and the critical role content management systems play. We consider the location, size, average view time, contrast, format, environment, time of day, local code restrictions, and other key factors so your content gets the most reach.
Want to learn more about which digital display content solution best fits your needs? Let’s continue the conversation. Reach out to Gable’s knowledgeable digital solutions experts at 800-854-0568 or schedule a free consultation.
About Gable
Gable has been a leader in visual communications for over 40 years. We are passionate about elevating how people perceive, interact with, and remember brands, buildings, and places. With a rich legacy in blending the timeless artistry of traditional signs with the dynamic possibilities of video displays & integrated AV systems, Gable continues to shape the future of the built environment. For more information, visit gablecompany.com or call 800-854-0568.
