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My previous blogs have discussed some of the biggest hurdles facing digital interactive media in today's public space. One of the biggest obstacles has been the smartphone explosion, as the growth of interactive displays suffered while marketers shifted more focus toward mobile advertising.
Rather than the modern smartphone being a bane to the interactive digital industry, I believe it is actually just the opposite. The ubiquity of the smartphone is ushering in the inevitable rise of modern interactive digital signage.
Products like the iPad and the touchscreen smartphone are just the beginning of the revolution. While smartphones can indeed solve most people's needs for any kind of information, the cold hard truth is that we simply don't use them for everything.
An interesting statistic that I referenced in one of my previous blogs states that 80 percent of time spent on smartphones is for social networking or gaming. Generally, people don't use their phones for much more, which is why there is plenty of room for the rise of digital interactive networks.
The more people use mobile items like smartphones or tablets, the more comfortable they will be using and interacting with digital signage. Electronic movie ticketing is a great example. People can go online or use their phone to purchase movie tickets, but the tickets still have to be picked up. This has spurred the growth of lobby kiosks where movie goers can either pick up their tickets at will call or purchase them directly at the kiosks. There is no need to actually go to ticket booth manned by a person anymore.
Also, digital is going to be important for marketers as well. As a society that is consuming more and more information at once, marketing companies are constantly going to be exploring new ways to grab consumer's attention. In one of my earlier blogs, I noted how the average person's attention span has been reduced by more than half compared to ten years ago. Therefore, marketing strategies are going to have to similarly adapt to continue to be compelling to consumers.
Whether we like it or not, digital signage will grow – even if it has a few bumps along the way.
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