Touchscreens encouraging “Active” Digital Signage

Adrian J Cotterill, Editor-in-Chief

Saturday, July 14, 2007 22:46

There are many ways that our industry encourages interactivity with deployed screen networks – SMS, (MMS to a lesser extent until the networks sort out the short code issues), bluetooth, touch screen interfaces etc.

This latter technology used to be pretty much the preserve of traditional ‘kiosk’ vendors but not so now – as we are increasingly seeing signage vendors (and screen networks) offer an “active” part to their digital signage proposition as opposed to the more conventional “passive” approach.

Recently we have seen a flurry of signage vendors and OOH specialists announcing touch screen initiatives…

Back in June 2007 Avanti Screenmedia announced that they had won a one-year kiosk contract with the retailer Marks & Spencer. That particular deal followed a successful three-month trial in four Marks & Spencer stores using interactive touch screen kiosks.

In the first week of July 2007, JC Decaux announced an outdoor campaign (with Mediaedge:CIA and Kinetic) aimed at promoting the new T-mobile music download service on the Sony Ericsson W880i Walkman Phone.

This campaign was trumpeted as a media first for JC Decaux with five specially built interactive LCD touch screens.

HandyAV showed off some very neat Touch Screen Overlay technology (called HandyTOUCH) on the Dynamax stand at the SIGN event at the NEC back in May – including a very clever table top display. I have also seen this technology in a window display at the NEC Showroom at the Business Design Centre in Islington.

ScreenFX of course have had their InfoPod kiosks in their MallFX network for some time – perhaps one of the largest kiosk rollouts from a screen network to date – 221 touch screens according to DOOHAN.

NexusMedia have demonstrated at a number of shows and at the Sharp showroom in Stockley Park some very innovative uses of touch screen – in fact as far as I am aware they were one of the first companies to coin the phrase “active digital signage” – but to date I have never seen (or noticed) one of their systems in use in the real world.

Regards – A

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