ASK THE BOARD: The Full Potential of Touch Interactivity

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What still needs to happen, either conceptually or technologically, for touch interactivity to reach its full potential?
This week’s question is answered by members of the DSE Advisory Board
OUT-OF-HOME NETWORK COUNCIL

Read the Answer by Ian Dallimore

“I believe the technology is here today for the interactive touchscreens. The bigger issue we often run into is that the out-of-home space is more geared around …”
IAN DALLIMORE
Director, Digital Innovation & Sales Strategy – Lamar Advertising Company
 

Read the Answer by Margit Kittridge

“In order for touch interactivity to reach its full potential in a digital out-of-home (DOOH) environment, the consumer experience needs to be something that’s unique, contextually relevant and not readily available from a personal computing device such as a smartphone.”
MARGIT KITTRIDGE
Vice President, Digital Director – Intersection
 

Read the Answer by Scott Marden

“Several things still need to happen for touch interactivity to reach its potential. First, networks, agencies and clients need to get more creative, because it will ultimately be innovative consumer use cases that drive interactivity with displays.”
SCOTT MARDEN
Chief Marketing Officer – Captivate
 

Read the Answer by Mike McGraw

“Conceptually, touch needs to offer consumers something that they want to engage with. It must be something that appeals enough to get people to go beyond social norms. Free movie tickets? Reward points?”
MIKE McGRAW
SVP, Marketing Solutions
Clear Channel Outdoor Americas
 

Read the Answer by Ryan Postel

“Touch interactivity technology has emerged as a new, flashy and important part of our product suite, but still has a long way to go. Below are a few factors that we see need improvement before it can reach its future full potential:”
RYAN POSTEL
Director of Media – Outcome Health
 

Read the Answer by Brad Savage

“Touch interactivity has come a long way, but to reach its full potential, there may need to be a less linear way of thinking. The standard for touch interactivity is in all of our pockets right now …”
BRAD SAVAGE
Vice President and Executive Director
Motor Vehicle Network
 

Read the Answer by Paolo Tosolini

“When I look at my iPhone next to a large interactive display, I realize that I’m comparing technologies that serve different purposes, although they both share the same input method: touch.”
PAOLO TOSOLINI
CEO – Tosolini Productions
 

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