Digital Signage: People Like Interactivity

by: DavidLittle
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Perhaps you have a friend like mine. It seems no matter what we do, whenever I'm over at his house, the TV is on. No one may be watching, but the set alternates between some talking head delivering the news and commercial blaring out their sales pitch. None the less, he still feels in control, and it's that attribute that seems to be driving digital signage in the future.

According to the iSuppli forecasts, vendors of the touch screen technology stand to reap the rewards of this consumer love affair. Consider this: worldwide shipments of touch-screen modules will reach 341 million units in 2008, or about $3.4 billion in value. In five short years, global shipments of touch-screen display modules will more than double to 833 million units.

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.

When coupled with digital signage technology, such touch-screen sensors can transform ordinary linear digital signage content (in other words, a succession on visual and audio elements presented one after another) into dynamic, interactive content that lets the public seek out the information about a product they desire. Interactive digital signage combines the best of the kiosk world namely touch-screen interactivity- with the power of consistent messaging delivered when the sign operates in a traditional linear mode.

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.

Even the monolith of linear program presentation the television industry- has been forced by technology to re-evaluate its business model and begin making the transition from so-called appointment TV to the anything, anytime model of video-on-demand. Spurred by DVRs, VOD, pay-per-view, IPTV, and cable television, those whose business it is to generate revenue from commercial television sales are working hard to develop a business model that makes the most sense. While all of the details are being hammered out on a daily basis with each new media sale, its safe to say the future of TV will be built on interactivity.

Winning the race to influence consumer-purchasing decisions soon will mean digital signage content producers soon will be forced to add interactivity. While there certainly will still be a place for traditional linear digital signage content, its hard to imagine a future in which interactive hybrid digital signs arent at the least an important addition to the marketing mix.

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 dynamic digital sign enthusiast with 20 years of experience helping advertisers use technology to effectively communicate their unique marketing messages. For further dynamic digital sign insight from Keywest Technology, visit our website for many helpful tips and examples.  

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