Ask the Board – December 19, 2016 | TJ DIQUOLLO

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What separates functional digital signage from a digital signage “experience?”


All digital signage systems have a core function. The most common function for a digital signage system is to display digital communications that are informational. Whether it’s for a corporate/college campus, transit station or retail environment, the same principles of displaying relevant and timely information have always been the main priority. These standard systems continue to have a very important role in the way we communicate in a technology focused society, but over the past few years, there has been a dramatic shift in how that information is received.

Once digital messaging fully saturated the landscape of public spaces, they began to lose their impact. Having screens everywhere means that there is a lot more competition for information, and that has been driving down viewer engagement. Essentially, there is information overload on a large scale. In order to drive engagement back up, digital signage systems needed to break through all the noise and begin to immerse the viewer in an experience. These digital signage ‘experiences’ often rely on a combination of technologies to tell a unified story to promote brand messaging.

The main difference between functional information-oriented signage systems and the experiential ones is the level of engagement they draw from the viewer. Customers want to interact with their environment and participate. That can be achieved through various interaction points from gesture, touch and mobile. Experiential signage also makes messages personal and curated for the individual. User-generated and personal interaction with content helps create lasting memories and positive engagement for information that may have previously been ignored.

About Author

Director of Creative Services
Diversified

MEMBER OF THE DSE ADVISORY BOARD
Integrator Council

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