ViewedPages.com » Marketing » Digital Signage: Consumers Want Control

Digital Signage: Consumers Want Control

by: DavidLittle
Total views: 10 | Word Count: 705

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.

Its perfectly understandable why there is this universal interest in the concept of control. After all, without a pretty clear idea of whos in charge, problems would likely go unsolved, resources would be wasted and societies would devolve into anarchy. On a personal level, too, the question of control is equally important. Who doesnt value liberty having the freedom to take charge of ones own life to achieve the personal, professional and spiritual goals of ones own making? This fundamental human desire gives rise to what we see in our world and has contributed in no small part to the many of the most noteworthy twists and turns in the lives of individuals, nations and entire empires.

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.

According to market research firm iSuppli, worldwide shipments of touch-screen modules will reach 341 million units in 2008, or about $3.4 billion in value. However, five short years from now, the research organization forecasts global shipments of touch-screen display modules will more than double to 833 million units.

For digital signage marketers, the message should be clear. Millions of people are demonstrating by their technology spending they like to reach out, touch a screen and be in control. In a digital signage context, that means increasingly that networked flat panel monitors used to playback linear digital signage content that is, event after event after event- will begin to look dated as the technological milieu transitions to a state where touchscreen control is commonplace.

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.

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.

About the Author

David Little is a electronic signage enthusiast with 20 years of experience helping advertisers use technology to effectively communicate their unique marketing messages. For further electronic signage insight from Keywest Technology, visit our website for many helpful tips and examples.

Digital Signage: Consumers Want Control

About the Author

More Articles from: Marketing