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.

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.

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.

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 do otherwise is out of step with consumer expectations nurtured through a succession of technologies, including iPods, Blackberry devices, and GPS navigation units to name only a few, that put them in charge and promise that control is just a touch away.

Article Source: http://www.rightarticle.com

David Little is a digital signage enthusiast with 20 years of experience helping communicators use technology to effectively communicate their unique marketing messages. For further digital signage insight from Keywest Technology, visit our website to learn how digital signage can benefit you.

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