Digital Signage: Interactivity Transforms Consumers

A recent report from market researcher iSuppli reveals what anyone who uses the latest electronic gadgets intuitively knows. People love to touch screens, interact with technology and get the results they desire. From Apples popular iPods and iPhones to most of the GPS navigation devices on the dashboards of many cars on the road today, touch screens are becoming the de facto way folks like to interact with technology. Perhaps you have a friend like mine who is a control freak. If so, then this technology is just what the doctor ordered.

When I question him about why the set is on, he never has a very definitive answer, just some nebulous comment about background noise. Without question, my friend and millions upon millions of other Americans- have found a way to tune out the endless stream of information, commercials and promotions and selectively focus in long enough if something arises to pique his interest.

Thus, it should be no surprise that when it comes to technology control is of paramount importance to consumer adoption and success. Look no further than the overwhelming popularity of Apple Computers iPod, iPhone and iPod Touch for some of most recent examples of the power of scratching that itch for control. And that desire to reach out, touch a screen and control a technology shows no sign of abating.

According to market research firm iSuppli, worldwide shipments of touch-screen modules will reach 341 million units in 2008, or about $3.4 billion in value. However, five short years from now, the research organization forecasts global shipments of touch-screen display modules will more than double to 833 million units.

For the digital signage marketer these trends are significant because the technology they use does not exist in a vacuum. While today it might be enough to market a product on a digital sign at the point of sale in an effort to influence the buying decisions of customers, it wont be for long. Soon, those shoppers will expect the same degree of interactivity and control they have on their TVs at home and the phones in their purses.

Fortunately for digital signage marketers, a variety of interactive technologies are being built into some of the latest digital signs available, delivering the same sort of touch-screen interface thats gaining broad popularity. Best of all, incorporating touch-screen technology into a digital sign is doubly powerful because doing so combines the best of the kiosk world with the strengths of digital signage.

Basically, such interactive, hybrid digital signs can playback messaging designed to attract the attention of passersby while in linear mode and with a simple the touch of screen be transformed into an interactive resource consumers can use to find the product information or other piece of information they desire.

Consider the ramifications from digital signage content. Marketers who rely on the presentation of endless linear digital signage content are likely to find their messaging becoming less effective as their audience increasingly finds their experiences with consumer devices, like an iTouch, and their television, to be more interactive.

To ignore the message consumers are sending by their mass adoption of iPods, Blackberry devices, and GPS navigation units to name only a few, as well as the efforts of the cable and IPTV markets to elevate interactivity, doesnt make sense for digital signage marketers who wish to tap into the true potential of digital signage.

About the Author

David Little is a digital sign enthusiast with 20 years of experience helping communicators use technology to effectively promote their unique marketing messages. For further digital sign insight from Keywest Technology, visit our website for many helpful tips and examples.

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