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Is Digital Signage Reaching Your Audience?

The Difference Between Interactive and Display Digital Signage

In 2007 91-percent of adults in the United States reported keeping their mobile devices within arm’s reach at all times. Nine years and numerous mobile device updates later, I’d wager that percentage is even closer to 100 today. As individuals continue to utilize mobile devices as their primary source of information, we increasingly expect instant access to information at the touch (or sight) of a screen. As a result, consumers are much more responsive to information displayed digitally. Enter Digital Signage.

 

Businesses and organizations are responding to this cultural shift by turning to digital signage solutions which allow for flexibility, the collection of robust data and greater ROI than traditional signage. However, the decision to invest in digital signage is not in silo. Key decision makers must determine whether Interactive Digital signage or Display Digital Signage  will most effectively reach their target consumers. The photo shown above represents a combination of the two solutions.

 

Before we can decide which solution will best meet our needs, we have to understand the differences between the two types of digital signage and what each can offer its users. Here are a few questions to think about while you determine which option will help you reach your specific goals:

  • Who is my target consumer?
  • What do I want my target consumer to know or do?
  • Where will the digital signage be placed?
  • When will my target consumer view the digital signage?
  • How can I measure if the digital signage is effectively reaching my target consumer?

 

Both Interactive and Display Digital Signage offer the ability to load content in multiple formats such as video, photo, text or audio. The content will adjust to the screen size provided by your digital signage manufacturer, and you can control the order and timing of content with most digital signage software. Through digital signage software you’ll also be able to edit and upload content remotely and use analytics to track usage and collect data.

 

While Interactive and Display Digital Signage include all of these functions, along with security so that you can rest assured that your users information remains safe, there are three main differentiators to consider when making your digital signage decision:

 

Cost

Display Digital Signage  can be purchased at a lower price point than Interactive Digital Signage. Interactive Digital Signage utilizes a touchscreen and more complex software development which can be more costly depending on the requirements of the signage.

 

Maintenance

As mentioned above, an interactive touchscreen kiosk sometimes requires a more in-depth customized design and development phase. This requires more maintenance and upkeep.

 

User Interaction

The greatest difference between the two options is how users interact with the signage. Display Digital Signage is great for locations where your target audience is either sitting or standing for prolonged periods of time. This captive audience can be found at locations like the DMV, Social Security office, doctor’s office, dentist’s office, airport, train station, or subway station.

 

Display Digital Signage scrolls messages so consumers view the message as it appears in the looped cycle- not necessarily when the consumer might need it; and due to the repetitive nature of scrolling text and images, your message has the potential to get lost if the viewer tunes out. The beauty of Interactive Digital Signage is that it lets the viewer engage; consumers can search for the item or information they need and get it without waiting for the information to re-appear on scrolling Display Digital Signage.

 

So now what? That will depend on where your signage is being used and it’s intended purpose. If you have a captive audience that is waiting for appointments, trains, planes, buses or subways, Display Digital Signage will meet your requirements. However, if you have to serve many purposes with your signage; answer questions, give directions, advice or have a user that may be in a rush and looking to quickly view information, Interactive Digital Signage is more likely to reach your target consumers effectively.

 

Once you decide which solution is best for your business or organization, the next step will be to determine how you want to manage your digital signage solution. Look for our next blog to learn more about managing digital signage content.

 

Complete Guide to Interactive Kiosks and Digital Signage

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