What still needs to happen, either conceptually or technologically, for touch interactivity to reach its full potential?”
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. For example, offering services such as community voting on public referendums or accessible social programs on DOOH displays, is a great way to engage and help drive higher civic participation. Using digital displays to offer real-time buying opportunities for hyper-local events like sports and concerts is another good way for marketers to localize their messages and engage in the physical world. Touch interactivity will reach its full potential when consumers are provided with unique, location-optimized content and special offers in the physical environment that can’t be found anywhere else.
When touchscreen campaigns are successful, it’s a beautiful experience for not only the user but also the environment that the screen lives. The OOH vendor has to make sure they provide something that the everyday consumer needs during their journey. The touchscreen signage shouldn’t be an interruption in one’s day, but rather, it should provide valuable information at that point and time. For example, a touchscreen at an airport that provides wayfinding or a bus shelter that provides weather and bus times convey information that is very important to a consumer. This also increases the tendency for consumers to engage with the screen if a brand’s ad exists. The engagement now has more value and is worth the consumer’s time. I challenge the creative and strategy teams that are faced with how to build content for interactive OOH to keep this thought in mind. We are at the infancy of touchscreens in the OOH space, and if we want to be successful, we need to keep this in mind.