In fact, poorly executed signage can actually drive customers away. Bad content is frequently the culprit. It has been said that over a three-year cycle, content will be 80 percent of the total budget associated with the rollout and overall upkeep of a digital signage network. Outdated messaging and errors can wreck your digital signage initiatives. One consumer survey found that 68 percent of shoppers say a store’s signs are an overall reflection of the business and its products.