In the world of digital displays and communications technology in general, the first decade of the 21st Century is already ancient history. Five years ago you may have attempted to use a touch screen display, only to walk away in frustration. But even as you muttered sweet nothings under your breath about the shortcomings of the touch screen, the technology was already improving dramatically.

 

Now, in the second decade of the 21st Century, touch screens are not flawless, but they have inched ever closer to ideal interaction. While the accuracy and responsiveness of the current generation of touch screens has improved, the acceptance of interactive displays among the general population has followed a parallel path.

 

Interactive digital menu boards, such as this touch screen example from JANUS Displays, are growing in public acceptance even as the technology that drives them improves. (Image courtesy JANUS Displays)

“When Apple launched the iPhone and iPad, it transformed the touch screen industry; touch screen applications before that were limited and fewer people were using it. Today, when someone arrives at a screen, the first thing they do is touch it. It’s amazing how the future changed with those products,” says Mathieu Lanfant of eMenuBoard Systems, Port Washington, N.Y.

 

Since the smart phone revolution began, touch screens in public places are no longer simply screens with virtual buttons used to access basic information, but scrolling, truly interactive displays that can inform, entertain and even educate.

 

Lanfant relates an application the company provided for an international restaurant chain that brought the head chef and his latest recipes to the chain’s other chefs around the world through a digital display. Instead of having to fly to the various locations to show the exact preparation of the new menu items, a video is fed to each kitchen with an interactive display so they can scroll through various parts of the process.

 

WHEN PUSH COMES TO SHOVE

While it’s great that there have been amazing advancements in touch screen technology in just a few short years, how does it help sign and graphics companies make additional sales in their markets? Simply put, there’s no reason why interactive touch screen displays should not be one of the options any sign/graphics company offers to its customer base.

 

There are any number of suppliers out there that offer the individual components—whether it’s hardware/firmware, software or content—and those that will bundle the entire package. Create a database of companies that provide the products and services needed and compile the information about each that’s important to you and your customer base, such as front-end pricing versus long-term service and warranties. But this is true with any product, especially dynamic digital displays, whether they’re interactive or not.

 

Interactive digital displays are best used when there is a single advertiser that wants to run an interactive campaign for a specific period of time, such as this example from The Coca Cola Company seen at a bus stop. (Image courtesy of Manufacturing Resources International)

While interactive displays provide an “engaging platform that delivers targeted communications, ultimately increasing the customer experience and ROI,” as Trent Cate, director of sales for JANUS Displays, puts it, each advertising situation is unique and calls for a different approach.

 

“The challenge with a touch screen display is that as soon as someone walks up to it and touches the screen,  the advertising loop goes away as they drill down to one specific advertiser and then they can monopolize it for five minutes, so your advertising model can be skewed. And, other consumers walking by will not be able to see the advertising message. Therefore, interactive digital displays are best utilized when there is a single advertiser that wants to run an interactive campaign for a specific period of time,” says Peter Kaszycki, vice president of business development for Manufacturing Resources International.

 

So, in cases where there are multiple advertisers, and usually more than three, vying for time and space on the same unit a non-interactive digital display may be the best bet, but again it depends on the situation and the needs of the client.

 

Exceptions may be found at a hotel, shopping mall or similar property that has multiple tenants. While an interactive display may serve an advertising function for each tenant on the property, the primary functions could be wayfinding and event scheduling. Both are areas in which interactive displays really shine, and for obvious reasons.

 

Smaller in-restaurant interactive menu boards can be used as people are waiting for their table. (Image courtesy of eMenuBoard Systems)

“A large hotel might host hundreds of different meetings and conferences during the year. They can tie in their event management system with our solutions to help their guests locate the different sessions they want to go to,” explains Cate of JANUS Displays.

 

That’s the beauty of interactive digital displays; they can serve multiple functions to benefit everyone from the consumer to the advertiser, all in one package. Given that, Steve Freeman, senior account manager for JANUS Displays, says that gathering information from the customer at the beginning about their goals is extremely crucial, more so than it is with any other on-premise or out-of-home advertising program.

 

The first step is qualification. A customer may not be qualified for an interactive display; a static digital display or even a simple sign or poster will provide the needed impact and suffice, given their needs. The last thing you want to do is give the customer something they don’t need just because it’s cool, which is why the pre-qualification process is so important.

 

“Are they just utilizing it to build their image, because it’s the buzz, or because their competitor is using digital signage? Or, are they looking to deliver value-added content? You should approach it from the standpoint of questioning what message and content they’re trying to deliver and what’s the most appropriate way to do that,” says Cates.

 

If there is a need for an interactive display, one that the customer will actually use to engage the consumer and drive more business, then you get into the specifics of the program.

 

Images courtesy of Manufacturing Resources International

“The number one challenge, without question, for sign companies is working with their customer to find out the ultimate objective. Is it helping the customer find their way from point A to point B? Is it giving the customer access to the various options available in a retail environment, such as specials applicable on any given day? Once we understand those higher level goals, the development process of what interactive touch options we present and program into the solution falls into place rather nicely,” says Freeman.

 

JANUS Displays provides sign companies with a list of questions used to gather basic information for a quote, such as: Do you have a power source and CAT5/6 Ethernet connections at each display location? Is wireless desired? If you want to display event/meeting information, are you using a scheduling software package? Do you want the ability for guests to have mobile access to the information displayed? And, of course, other pertinent questions about screen size, locations, purpose, mounting options and so forth. The point is that fact-finding for these types of displays is more exhaustive than it is for other static displays, be they printed or digital.

 

INSIDE OUTDOOR APPLICATIONS

Another consideration is whether the interactive display will be used indoors or outdoors. Technological advances in the components of commercial digital displays have made outdoor use more viable in recent years. And, for customers who are looking for that extra attention-getter to get people in their store, an outdoor interactive display may provide the needed incentive.

 

“You get a lot of people coming by and window shopping, and that’s where an interactive touch screen comes into play because you can be very specific to that location. You can have a touch screen element to view today’s specials, and quickly drill down through the different categories, and take a gander at what they have inside,” says MRI’s Peter Kaszycki. “If someone wants to go interactive, make sure you have a dedicated client for that unit. If you’re in front of the Apple store, for instance, you could be playing with a giant iPad before you walk in.”

 

Interactive wayfinding signage is growing in popularity, such as this Janus model installed for the Hyatt Regency Grand Cypress hotel in Orlando. (Image courtesy JANUS Displays)

As with indoor displays, the applications are almost endless, from wayfinding for universities and hospitals to outdoor shopping centers and main street businesses. While MRI provides interactive products for virtually any application, the company’s forte has been in outdoor interactive campaigns.

 

One of MRI’s most recent and visible campaigns was for Yahoo in San Francisco. MRI’s client, Clear Channel Outdoor worked with Yahoo to install interactive games on 72-inch screens at bus shelters all over town. Each neighborhood racked up gaming points at the bus shelters, and the winners got a free block party. To see videos of the campaign, go to YouTube and search for Yahoo Bus Stop Derby.

 

Perhaps the biggest question about outdoor interactive displays is durability. After all, any signage that can be repeatedly handled by the general public is under a lot of stress. Fortunately, companies like MRI have solved just about every issue except graffiti. In those cases, however, if a display has been tagged the top layer of safety glass can normally be washed off with standard cleaning methods.

 

The first rule for outdoor displays is to not use a typical indoor display. While that may be common sense, there are commercial grade units for indoor use. Displays for outdoor use are custom engineered to handle extreme outdoor elements. Outdoor displays can handle high heat and direct sun loads that indoor displays cannot and they are designed with High-Bright features so they are viewable, even in direct sunlight. 

 

MRI provides a full rundown on the factors to consider with outdoor displays, including weather, sun load, temperature and humidity, installation and operational and service considerations. Moreover, since the displays are outdoors they are usually subject to local codes. Kaszycki says those codes range from allowing only static displays to static displays with transitions and up to full motion. Understanding those codes first will prevent any bureaucratic headaches down the road.

 

You’ll also need to figure out how to get electricity and communication to the site. Kaszycki says, “We just did a large deployment at a premium outlet mall with five or six of these displays per location, just outside the stores in the covered walkways. They had to bring power out to the location, but all the units have a 3G modem built in with an industrial antenna out the top so that it communicates through a cellular network.”