As business evolves, decisions regarding digital signage are becoming increasingly involved. Installation used to be the toughest obstacle, but with the onslaught of technological innovation in the digital signage industry, companies need to decide on the right mix of interactive, dynamic, static and even mobile solutions available. And if your ideal mix of digital signage solutions includes interactive signs, there are quite a few additional things to consider.
Interactive Digital Signage
When digital signage was first introduced, it was all about displaying useful information to the right audience in a static format. As technologies have advanced though, interactive digital signage became more prominent—and now, interactive screens are commonplace across multiple industries and use cases. Today, digital signage can be enabled with the following types of interactivity:
- Touch screen
- QR Codes
- SMS text messaging
- RFID technologies
- Social media integrations
The DOs & DONTs
Once you decide that interactive signage it is the right choice for your business, there are some general tips you to consider.
Plan for placement. Preceding installation, it is important to plot the position of your interactive signage. Elements to be taken into consideration include things like:
- Egress Points
- Traffic flow
- Desired results
Make any guesses or assumptions about measurements or placement. If you are not 100% sure about your signage placement, how can you be sure you’ll get the right hardware? Purchasing interactive signage without a proper plan in place can be a costly mistake.
Create interactive content that works in a responsive environment. Crisp text, bright graphics, high-quality video and engaging sounds all help add to the physical elements of interactive digital signage. The idea is to draw people in and make them want to perform a variety of actions like touching the screen, sending a text and scanning a code, posting to social media and more.
Attempt to use regular digital signage content with interactive displays. Content is designed very differently for screens that are not meant to be touched. If you have both types of signage installed, makes sure you plan to optimize the content for each use case.
Make sure you understand the benefits and constraints of the different hardware types. Every interactive signage project differs depending on the vertical, content and scope, so implementations can be complex. Some business owners may be able to get away with installing simple hardware, but if you are choosing to implement interactive signage, it's best to let the Visual Communications experts take over.
Go at it alone. There are a lot of fine details to interactive signage. Unless you are an industry expert, chances are you will forget something. Hiring a professional to oversee every aspect of the project—from planning to installation and content—will ensure you streamline the process and avoid costly errors.
Know your end user prior to installation. If you need to do some market research or internal analysis to help determine a customer profile, it is important to do the legwork here. The more effort you put into defining who your audience is, the more customized your interactive content can be.
Produce interactive content that is too broad or vague. One way to refine the content is to poll your user base to determine the most responsive information. The following are some types of interactive content to consider. Allow the audience to help decide which works best for your business:
- Interactive eBooks
- Interactive Infographics
- Product catalogues
- Social media integrations
- Photo booths
- Local information
- Travel information
One of the greatest benefits of interactive digital signage is that it boosts engagement. Users can interact with your information like never before and it bridges a communication gap that answers questions for consumers in real-time. Plus, many types of interactivity can be measured, so you can actually pair a metric with engagement!