Understanding a few simple steps can make deployment easier and more effective.By Emily Wheeler

Starting a new interactive digital signage project from scratch can seem like a colossal task. Where do you begin? Googling “large touch screen” will only bring up the ubiquitous “we offer interactive solutions,” which can make even the most prolific end user tremble in frustration. So what has influenced us to trade in the old woolly mammoth digital signage for this new-age technology?

Felipe Gallegos, account executive at AFTER-MOUSE, a developer of multi-user and multi-touch touchscreen applications, explained “the popularity of devices such as the iPhone, iPad and Kindle means people are expecting a touchscreen-interactive experience with digital signage. They’re used to interacting with screens, and will be disappointed if they can’t do so with digital signage.”

However, many potential users worry that the interactive digital signage circus will be too difficult or expensive to deploy. Fortunately, things don’t have to be that way.

“Interactive is actually less complex than static signage,” said Steve Gladden, marketing manager at Horizon Display, a touchscreen digital signage solutions company. “As we know it today, no CMS system is required, oftentimes the total footprint is smaller and there’s a higher profit margin. But the key to successful interactivity is to carefully story board the content, so it works in the most logical fashion possible.”

This white paper, sponsored by Horizon Display, will break down interactive digital signage into a simple strategy – a few easy steps to training this elephant one trick at a time.

The first step to any successful deployment is careful planning ahead.

“Digital signage should be planned like all other projects, with enough background and research to support both the cost and the outcome of the project,” said Paul Flanigan, vice president of content strategy for Beverly Hills, Calif.-based Saddle Ranch Digital, a digital signage solutions provider. “Know who is being engaged and why, and what you want the experience to achieve.”

Before beginning a interactive signage project, consider the objectives. Why is the signage being implemented? What is the expected end goal?

Tips to Taming Interactive Digital Signage

Interactive is actually less

complex than static signage . . . but the key to successful interactivity is to

carefully story board the content, so it works in the

most logical fashion possible.

“

”

Want to learn more about developing your interactive

digital sigange project timeline? Visit

horizondisplay.com/solutions

“Too often, vice presidents and directors of companies see bright shiny objects and think it will make their place better, but the audience doesn’t respond because the signage doesn’t add value to their time in the space. Do what best fits the audience,” Flanigan said.

Once the purpose of the signage has been defined, the story can begin to be created. It is at this juncture that hardware and software should become a part of the conversation.

“Think about what message you want to convey, and how it can best be communicated,” said Gladden. “Then determine what technology to use, how much of it and where the technology should be located. Think about how you want the user to get from one screen to another, and what the end result should be. Once all of these objectives have been determined, you can plan your strategy in more granular detail, including what hardware and software you need to execute the desired results.”

One of the benefits of interactive digital signage versus traditional digital signage is that it has “pages;” i.e., several layers can be integrated to create a unified message, offering flexibility and allowing creativity to flourish. Careful planning also can create different messaging loops, giving viewers the ability to interact with the signage multiple times, each time seeing a different message. This ability can increase engagement and dwell time, increasing the effectiveness of the signage.

When the objectives are determined, it is time to look at the structure of the messaging. Interactive digital signage should have at least three layers, each with its own specific requirements.

LAYER ONE: Attract attention

The purpose of this top layer is to get the viewer to stop and interact with the digital signage.

“The screen should make a person stop in their tracks and want to interact with the screen. Think about what will get their attention,” said Gallegos. “It can be exciting content, augmented reality or even something like Microsoft’s Kinect, where viewers can interact with the screen by moving their bodies.”

Questions to ask when planning

a digital signage deployment:

What is the story being told?

What are the objectives?

What is the experience that the user should have?

What is the cost/benefit of one

experience over another?

Who can develop the experience and provide the

hardware?

Want to learn more about the elements of interactive

digital signage? Visit horizondisplay.com/solutions

The top layer should be highly graphic and easy to read, so passersby can immediately know what the message is and determine if they want to know more.

Consider the venue where the signage will be located – if the signage is in a hotel, for example, it is likely that not every viewer will speak the same language, so the messaging should be more visual than text based, making it easier for everyone to understand.

Once the viewer has made the decision to stop, it needs to be extremely obvious that the signage is interactive. Clearly indicate to the user what they need to do to interact with the screen, whether it’s touching the screen or using a smartphone to access a QR code.

“Pay attention to the ergonomics of the user experience,” said Gallegos. “Many times, end users just try to recreate their website on the touchscreen display, and that’s not effective. Have large buttons that are touch accessible and utilize gestures when possible. People are used to using their smartphones or tablets, so try to make the signage look like those screens, to reinforce the message that this, too, is interactive.”

LAYER TWO: Call to action

So viewers have seen the first screen, and are interested enough to click through to the next. Now what?

The second layer should feature the call to action. Make sure the call to action is clear and easy to fulfill, such as submitting an email address or entering a telephone number for more information.

“Consider what you want the customer to input on the screen,” Gallegos said. “If, for example, your call to action is ‘Sign up for our loyalty program!,’ do you want the user to fill out the entire application on screen? There’s a fairly good conversion rate that way, but it could take some time and tie up the screen so others can’t see it. Try going for something simpler, like an email address or providing a website for people to visit.”

LAYER THREE: Fulfillment

Once people have performed whatever task is asked of them on the previous layer, the next layer should indicate that they have fulfilled their duty. If, for example, the user has given her email address to sign up for a loyalty card on the second layer, then the third screen could display a coupon code to use for her next purchase, as a thank you for signing up. Alternatively, this screen could offer an app to download to a phone or tablet for online shopping. In some way, the layer should make the user feel acknowledged and valued.

At the same time, the third layer needs to offer the user another opportunity to interact with the signage.

“This deeper layer should give the user the opportunity to go back and use the signage again, choosing a different menu option,” said Gladden. “Even if they don’t take the opportunity at that moment, it will reinforce the message that there is more than one chance to use the screen, and the viewer will be more likely to come back another time.”

Speak with an interactive signage

integrator about signage needs and objectives. High-quality providers

should be able to help determine the best solution that won’t

break the bank.

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NEXT STEPS

Content will drive technology considerations, but the technology dictates how the story of the signage is told.

“Hardware and software are vehicles to carry the content to the audience, and the data back to the venue,” said Flanigan.

When determining technology, consider:• Where will the signage be located? Does the screen need to be sunlight readable, or ruggedized for weather? Will the signage need a custom-built enclosure?• Will the display be single or multi-user? That will help determine the size of the display, as well as what type of software will be needed.• How frequently will content need to be changed? How much staff will be devoted to creating content? If an end user has few resources to devote to the digital signage, choose a software system that is easy to use and does not require extensive training. While beginning an interactive digital signage project can seem daunting, there are specialists available to help. Speak with an interactive signage integrator about signage needs and objectives. High-quality providers should be able to help determine the best solution that won’t break the bank.

The world is becoming more immersive and interactive – smarter, faster and full of tricks. We are getting away from the old digital signage screens that never stay on long enough for the viewer to get a truly clear picture, which ironically is why we find ourselves looking towards the future of engaging interactive digital signage. ABOUT THE SPONSOR:

Horizon Display specializes in large format touch display and interactive software solutions, and is headquartered in Lake Forest, Calif. Horizon Display is committed to championing the impact of visual technology as a means of communication by educating our audience, consulting our customer and becoming intimately familiar with their business objectives, while keeping true to our high ideals of integrity response, intensity and professionalism. For more information about Horizon Display, please visit www.horizondisplay.com