What still needs to happen, either conceptually or technologically, for touch interactivity to reach its full potential?”
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. Without compelling creative, viewers won’t know that there’s a reason to engage. Second, the interactivity needs to be relevant to the environment of the display. It may not make sense while consumers are at a service station pumping gas to invite them to touch an HD interactive display screen. In this case, gesture interactivity may make more sense. Third, for the companies looking to transition from non-interactive screens to touchscreens, there needs to be better looking peripherals (frames) available. Fourth, consumer adoption needs to be accelerated. This will happen naturally over time as better content is developed and more networks deploy touch-capable technology.