Perhaps you have a friend like mine. It seems no matter what we do, whenever I'm over at his house, the TV is on. No one may be watching, but the set alternates between some talking head delivering the news and commercial blaring out their sales pitch. None the less, he still feels in control, and it's that attribute that seems to be driving digital signage in the future.
When I question him about why the set is on, he never has a very definitive answer, just some nebulous comment about background noise. Without question, my friend and millions upon millions of other Americans- have found a way to tune out the endless stream of information, commercials and promotions and selectively focus in long enough if something arises to pique his interest.
Thus, it should be no surprise that when it comes to technology control is of paramount importance to consumer adoption and success. Look no further than the overwhelming popularity of Apple Computers iPod, iPhone and iPod Touch for some of most recent examples of the power of scratching that itch for control. And that desire to reach out, touch a screen and control a technology shows no sign of abating.
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.
For the digital signage marketer these trends are significant because the technology they use does not exist in a vacuum. While today it might be enough to market a product on a digital sign at the point of sale in an effort to influence the buying decisions of customers, it wont be for long. Soon, those shoppers will expect the same degree of interactivity and control they have on their TVs at home and the phones in their purses.
The significance of the iSuppli data is that it quantifies something we all intuitively know. People like to touch screens, interact with technology and get what they want. Look at the incredible success Apple Computers has had with the iPod, the iPhone and the iPod Touch. Those products have hit a nerve with the public. Simply touch a screen, interact with the interface and satisfy a desire.
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.
Consider the ramifications from digital signage content. Marketers who rely on the presentation of endless linear digital signage content are likely to find their messaging becoming less effective as their audience increasingly finds their experiences with consumer devices, like an iTouch, and their television, to be more interactive.
To ignore the message consumers are sending by their mass adoption of iPods, Blackberry devices, and GPS navigation units to name only a few, as well as the efforts of the cable and IPTV markets to elevate interactivity, doesnt make sense for digital signage marketers who wish to tap into the true potential of digital signage.
About the Author:
David Little is a dynamic digital sign enthusiast with 20 years of experience helping advertisers use technology to effectively promote their unique marketing messages. For further dynamic digital sign insight from Keywest Technology, visit our website for many helpful tips and examples.
