Mobile technology and interactivity are set to transform the digital signage market; that was the message from speakers at the Digital Signage Summit Presents sessions, held at the ISE Commercial Solutions Theatre (Stand 8D-360), sponsored by KNX.
“Interactivity is a game-changer,” said Frederik de Wachter, strategic marketing and co-founder at DOOHapps: “if a display is interactive, it has more value; you can target better and it’s measurable. If you can measure something, you can make it better.”
When de Wachter was on a recent business trip to Munich, he found that only three of the 44 digital signage screens he saw were interactive.
“There’s a huge opportunity for us. Online advertising and mobile advertising are growing – there is a huge shift to mobile.” The key to making a successful interactive digital signage system is to grab the user’s attention; make it fun and engaging; encourage users to share the experience on social media; and track your users, added de Wachter.
Digital signage content creators need to be innovative, said de Wachter, “Don’t be scared to try out new stuff, and cooperate with others – don’t try and do everything yourself.”
Jody Smith, product manager at BroadSign International, sees a natural link between Digital Out of Home (DOOH) systems like digital signage, and mobile technology. “DOOH is the call-to-action,” he said: “it encourages interaction and pulls users towards the mobile device.” However, he warned, “Make sure mobile is not an afterthought to your campaign.”
Oliver Schwede, senior analyst, invidis consulting, said: “Digital signage is not about technology; it’s about communication. The key to success is to think about your customer and what you want to achieve. Digital signage is a dynamic communication medium, so your display needs to be dynamic and updated regularly.”