Digital Signage: Consumers Want Control

by: DavidLittle
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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.

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.

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.

Fortunately, good news is at hand literally. A recent forecast from market research firm iSuppli shows that by 2013 global shipments of touch-screen display modules are expected to double, or 833 million units. By way of comparison, in 2008 worldwide touch-screen module shipments will reach 341 million units, about $3.4 billion in value, according to the research organization. At symposium in Los Angeles last month put on by the Society for Information Display, nearly 60 companies promoted their particular touch-screen sensor technology.

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.

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.

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 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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