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01 Feb 2016
Digital signage
Hybrid (or interactive) digital displays are the latest trend in reason for purchase advertising. It's hard to believe that a technology like digital displays, that's still considered by a few to be in its infancy, has moved into a "2.0" phase, but this is often a field known for rapid innovation.

digital display
Much like Web 2.0, this latest incarnation of digital displays concentrates on interactivity to engage viewers and obtain them participating in the information displayed on the signs. So, how can it work and what benefits does it bring? We'll answer those questions here.

Getting Viewers Involved

Volumes have already been written about the effectiveness of digital displays. We know that they attract a great deal more attention than static signs. We all know how to design them for max effect and we are needs to learn how to measure their ROI. Using the introduction of interactivity, industry analysts will have a lot more to talk about.

Interactivity all alone is nothing new. Many stores have used interactive kiosks for years to help you customers find items, to provide them more information regarding their products, and to allow them print coupons or shopping lists (e.g. from your gift registry).

By combining the interactivity from the kiosk with the broader reach of an digital sign, retailers can customize content and reach people for the first time. In turn, they can engage customers while on an entirely different level.

How Interactivity Works within a Digital Display

o Imagine walking by having a clothing store. A video clip of models wearing the clothes are being displayed. You are invited to touch a "hotspot" on-screen and when you do the display switches to a interactive touchpad that permits you to view sales promotions, current availability, and clothing combinations.

o You're shopping in the bakery department of one's local grocery store and see digital signs of a new product. You move better look and the content switches to a video about how easy it is to prepare the item and the way it will fit into your family's meal plan.

o You are considering the options for lunch at the food court near your workplace. You see a message on the digital sign to text and save money. You text in and obtain a coupon on your cell phone that you can decide to use the counter and redeem.

These are simply some of the possibilities of hybrid digital displays. And just what are the benefits to retailers? Customers get a positive shopping experience and so are likely to spread the word about this; retailers learn which images and messages are attracting customer attention so they can plan future content; and they can enhance their image being a cutting edge retailer that desires to develop a relationship using their customers.


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