Control tower, control grid, taking control, controlling interest, command and control, and even control freak. Nearly everywhere you look and everywhere you go, the name of the game is control. Whos in charge here, anyway? Perhaps you have a friend like mine who wants more control over his own destiny. The good news is that this new technology can give everyone more control.
Its perfectly understandable why there is this universal interest in the concept of control. After all, without a pretty clear idea of whos in charge, problems would likely go unsolved, resources would be wasted and societies would devolve into anarchy. On a personal level, too, the question of control is equally important. Who doesnt value liberty having the freedom to take charge of ones own life to achieve the personal, professional and spiritual goals of ones own making? This fundamental human desire gives rise to what we see in our world and has contributed in no small part to the many of the most noteworthy twists and turns in the lives of individuals, nations and entire empires.
I've often compared and contrasted television and digital signage in this space, usually pointing out the benefits of the latter, such as its ability to reach audiences at the point of purchase when they're actually looking to spend money. Sadly, however, digital signage has the potential to suffer from the same tune out factor my friend integrates into his normal TV viewing. Without the right messaging, its possible that digital signage will blend into the background and fail to connect with its audience at the most opportune moment.
The cable TV industry has a good reason to push hard in developing this next generation of interactivity as companies like AT&T and Verizon roll out competitive offerings that push the interactive envelope.
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.
The situation will be exacerbated as cable TV gets more interactive, IPTV rollouts with on-screen hotspot links and over-the-top video (video delivered via Internet broadband connection) blurs the line further between whats a television and whats a computer. The good news for digital signage marketers is that a variety of interactive technologies are being integrated into some of todays digital signs, giving them touchscreen capabilities and freeing them to combine the best of the kiosks 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.
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.
Simply put, to compete in the battle to influence the buying decisions of consumers, digital signage content producers will soon be forced to incorporate interactivity into their presentations just to stay competitive.
Its perfectly understandable why there is this universal interest in the concept of control. After all, without a pretty clear idea of whos in charge, problems would likely go unsolved, resources would be wasted and societies would devolve into anarchy. On a personal level, too, the question of control is equally important. Who doesnt value liberty having the freedom to take charge of ones own life to achieve the personal, professional and spiritual goals of ones own making? This fundamental human desire gives rise to what we see in our world and has contributed in no small part to the many of the most noteworthy twists and turns in the lives of individuals, nations and entire empires.
I've often compared and contrasted television and digital signage in this space, usually pointing out the benefits of the latter, such as its ability to reach audiences at the point of purchase when they're actually looking to spend money. Sadly, however, digital signage has the potential to suffer from the same tune out factor my friend integrates into his normal TV viewing. Without the right messaging, its possible that digital signage will blend into the background and fail to connect with its audience at the most opportune moment.
The cable TV industry has a good reason to push hard in developing this next generation of interactivity as companies like AT&T and Verizon roll out competitive offerings that push the interactive envelope.
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.
The situation will be exacerbated as cable TV gets more interactive, IPTV rollouts with on-screen hotspot links and over-the-top video (video delivered via Internet broadband connection) blurs the line further between whats a television and whats a computer. The good news for digital signage marketers is that a variety of interactive technologies are being integrated into some of todays digital signs, giving them touchscreen capabilities and freeing them to combine the best of the kiosks 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.
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.
Simply put, to compete in the battle to influence the buying decisions of consumers, digital signage content producers will soon be forced to incorporate interactivity into their presentations just to stay competitive.
About the Author:
David Little is a digital sign enthusiast with 20 years of experience helping communicators use technology to effectively communicate 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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