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What is Content Management

What is a Content Management System (CMS) for Digital Signage?

A Content Management System, often abbreviated as CMS, is software that allows you to manage the content displayed on digital screens. This can include text, images, videos, or presentations shown on a screen in a store, business, or even an elevator. With a CMS, you control what appears on the screen and when, without needing to be physically present at each screen.

Why do you need a CMS?

Without a CMS, you would need to manually update content on each screen, which is time-consuming, error-prone, and practically unmanageable if you have multiple screens or locations. A CMS automates this process. Simply log in via a computer or mobile device, schedule your content, and the CMS ensures it appears on the right screens at the right times. This way, you have full control over what your customers, visitors, or employees see—without the hassle.

What types of CMS are there?

Depending on the scale and budget, there are two common types of CMS for digital signage, each with specific features, advantages, and disadvantages:

1. Cloud-based CMS

A cloud-based CMS operates over the internet, allowing you to access your content and scheduling from any location. This type of CMS always uses a subscription model, with monthly or annual fees. Costs can vary significantly depending on the provider and features, such as advanced scheduling, user management, and integrations with other systems.

EXAMPLE

An international retail chain uses a cloud-based CMS to display the same promotions across all their stores. The headquarters can instantly update all screens with new offers, without needing local staff. This enables fast and consistent communication across all locations.

Advantages

Accessible anytime, anywhere

Ideal for companies with screens at multiple locations, where updates can be done quickly and centrally.

Automatic updates and backups

The provider manages updates and backups, reducing technical maintenance.

Typically user-friendly

Often designed for users without technical knowledge.
Disadvantages

Monthly costs

Costs can quickly add up, especially with multiple screens and advanced features.

Internet-dependent

Without internet access, you can’t use the CMS, which can be a drawback in areas with unreliable connections.

Data security and privacy

Content is stored in the cloud, which may be a consideration for companies with sensitive information.

2. Local Network CMS

A local network CMS operates on your internal network (LAN) without cloud connectivity. This means you can only access the CMS within the network. Both paid and free solutions are available. The advantage is that all data stays within your own network, offering additional security and no internet dependency.

EXAMPLE

A large company uses a local CMS for its internal office information screens. Through their internal network, they can quickly update content, such as employee announcements and news, without relying on an internet connection. This offers added security and simplifies management for the IT department.

Advantages

No internet dependency

You can manage and update content within your network without internet access.

Privacy and security

Because content is managed locally, all data stays within the network, reducing the risk of external access.

Cost-effective

Free options are available that don’t require monthly subscription costs.
Disdvantages

Limited access

Content management is only possible within the local network, offering less flexibility than a cloud-based solution.

Technical knowledge required

Installation and management often require more technical expertise than cloud-based options.

No automatic updates

You’re responsible for updates, adding extra management tasks.

Do I always need a CMS to display content on my screen?

Not always. In some cases, a CMS may be unnecessary, especially if you only have a single screen or the content doesn’t need frequent updates. Here are some alternative methods to display content without a full CMS:

1. USB/SD Card and Built-in Media Player on the Screen

Many screens have a built-in media player that allows you to play content directly from a USB stick or SD card. The content needs to be preloaded onto the card, which is then physically placed in the screen. This works well for static content that doesn’t require frequent updates, such as company information or product ads.

EXAMPLE

In an elevator without an internet connection, a screen displays static content from a USB stick. When updates are needed, only the USB stick needs to be replaced.
Advantages

Low cost

No monthly fees or complex installations. Only a USB/SD card is needed. 

Standalone operation

No dependence on LAN or WLAN connections, ideal for isolated screens without network access.

Easy to use

Perfect for non-technical users and simplifies basic content display.
Disdvantages

Limited functionality

No advanced scheduling options or real-time updates as with a CMS.

Manual updates

Content needs to be manually changed, which can be cumbersome for frequent updates.

2. Embedded HTML and Browser Solutions

Some screens support embedded HTML or web page display, meaning you can show content directly from a browser running on the screen. This can be useful for companies wanting to show simple content via a webpage or dashboard without additional software.

EXAMPLE

A gym might have a lobby screen that continuously displays a schedule via a simple web page hosted locally. Updates only require changes to the HTML page, and the screen immediately displays the refreshed information.
Advantages

Real-time updates possible

Changes to the web page are instantly reflected on the screen.

Flexible

Ideal for dynamic or informational displays that can be easily updated from a browser.
Disdvantages

Internet or network dependency

Loading external web pages requires a stable connection.

Limited multimedia options

HTML solutions typically offer fewer visual possibilities than a full CMS.

3. API or Data Feed Integrations for Dynamic Content

For applications that display frequently changing or real-time data, an API or data feed integration can be an efficient solution. This allows content to be loaded directly from a data feed, such as inventory levels, news feeds, or weather information, and displayed on the screen.

EXAMPLE

A restaurant can automatically update its menu based on an API integration with its POS system, so the screen always shows the current menu and prices. Updates are made automatically without manual input.
Advantages

Automatic updates

No manual input; content is updated in real-time based on the data feed.

Suitable for dynamic applications

Ideal for situations where current information is important.
Disdvantages

Technical knowledge required

Setting up an API integration typically requires IT support or programming knowledge.

Network dependency

A stable connection is essential for the feed to function continuously.

What choices and considerations should be made?

When selecting a CMS or alternative method for digital signage, here are some key questions to help guide your decision:

1. How many screens and locations do I need to manage?

For large companies with multiple locations (physical branches that are geographically dispersed), a cloud-based CMS is often more efficient. It simplifies centralized content management and updates, regardless of screen location.

2. How much control do I need over the content?

For some applications, it’s important that the CMS can integrate with external systems, such as business software, social media, or other data sources that provide real-time information. This is useful for dynamic content, like news feeds, weather forecasts, or stock updates that automatically appear on your screens without manual adjustments.

3. What level of security is necessary?

When data security is critical, as with sensitive or confidential information, an on-premises solution is often safer. Since a local CMS operates within the company’s own network without an internet connection, there’s less risk of external access, offering more control and data security.

4. Desired features and usability

Depending on the desired features—such as scheduling, remote access, and integrations—and the intended usability, a CMS solution can range from simple to advanced. For users without technical knowledge, user-friendly software is essential, while advanced functionality and integration options may be necessary for complex applications.

5. Cost

Cost is an important factor. Some features and extensive capabilities often come with additional costs, which may not always fit within the budget. A clear budget helps in selecting the right solution and avoids choosing one with unnecessary features.

For more detailed information and further guidance on specific CMS choices and considerations, please visit our informative page.

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