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Digital Signage: People Like Interactivity

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.

At the same time the popularity of touch-screen interactivity is growing, the cable TV industry is hard at work developing new standards and systems to let viewers interact with programming through their remotes. What they envision far exceeds the rudimentary implementations of interactivity popping up on cable systems across the nation. The next generation of interactivity potentially will be far more grandular than todays offering, allowing viewers to click on on-screen items to get information about the blouse an actress is wearing or far deeper information about a car than what can be presented in its 30 second commercial.

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.

In a nutshell, these interactive, hybrid digital signs can attract attention while in linear mode by playing back special offers or even something as basic as television programming and at the touch of one finger transition into an interactive mode in which a consumer can find the product information, electronic coupon or one of an endless list of info nuggets that are desired.

To compete in the battle to influence the buying decisions of consumers, digital signage content producers soon will be forced to incorporate interactivity into their presentations just to stay competitive. Thats not to say all digital signage content must give consumers control over whats being presented. However, its hard to imagine a digital signage future in which interactive hybrid digital signs arent at the least added to the mix, delivering the interactive control over what consumers access.

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.

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

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

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