Consumers connect with touch screen digital signage

Touch screen interface is increasing

Twenty years ago, the idea of a touch screen interface was considered a futuristic dream; something from a James Bond film. But now it is reality, and market leaders like the iPhone have wet consumers appetites for what touch screen can offer. In short, how to interact with the screen.

With the engagement in touch screen technology, consumers have come to expect a certain level of quality and depth of experience. And with continual growth in the last few years, touch screen deployments are growing across a wide range of applications that include retail banking, self-service checkout at retail, point-of-sale, self-service check-in for transportation and ticketing, and education.

The potential of touch screen is obvious; it offers a more immersive, collaborative and natural user experience. For marketers, touch-based systems offer a completely new tool-set for reaching consumers by providing a platform that places the consumer in control of the experience.

"We think about touch systems at Intel in the context of interactivity," said Jose Avalos, Director of Digital Signage, Intel at the recently held US Flat Panel Display Conference held in San Diego. "There has been a lot of discussion about ease-of-use, but I think that train has left the station. The discussion today should be about ease of joy. When you look at the younger generation, they take ease of use for granted, that’s just a requirement for them. Now, they want their devices to be fun. Where interactivity comes into play in digital signage is that it makes for a more engaging experience. Digital signage is a one-to-many experience, but it can also be one-to-one and provide a rich experience for the end user that’s not only easy to use, but also fun."

Digital signage touch screen

With the advancement of touch screen interfaces, it's only natural that digital signage should lend itself so easily to it. When digital signage includes interactivity such as touch screens, QR codes, RFID, augmented reality, or gesture-based interaction it can greatly increase engagement with an advertising campaign.

"I think the fundamental issue when you look at advertising, especially out-of-home advertising is that we measure eyeballs. We are a volume business, no different than other businesses that measure the number of people that either watch or walk by,” said Alan High, President, Clear channel Malls. "Take an example of a mall where you have a sign that 10,000 people a day walk by. When you make that sign interactive, you change the dynamics of our business completely. You change it from 10,000 people daily to maybe 150,000 per day."

With digital signage becoming more popular as a selling tool, it makes sense that targeting customers with an interactive interface is a way for companies to separate themselves from the competition. And the numbers bear this out; the number of companies entering into the touch screen marketplace is rapidly expanding. There are more than 170 companies currently offering some form of touch screen solution. More than 60 companies are producing resistive touch screen systems, and many companies are also pursuing multi-touch solutions.

Sales numbers don't lie, and there will be a point when every shop, foyer and shopping mall will be vying for consumers attention with all number of interactive alternatives. Then technology will be pushed forward again. Talking hologram anyone?

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Ross Densley

Ross Densley is a graduate from Bath Spa University, and has freelanced for several magazines ranging across a section of topics such as animation, business, film and lifestyle. When Ross is not working he writes and edits his own satirical website.

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