Ask the Board – February 13, 2017 | PAOLO TOSOLINI


Can you walk us through the steps for a creative brief and pitch for accounts that require multiscreen solutions?”

Watch a kid approaching a screen, and the first thing they will do is touch it. Adults don’t exhibit the same behavior, but most people are getting accustomed to touch displays thanks to the invasion of smartphones and tablets in our households. Aside from a generational evolution, there are a variety of factors that are influential to a successful adoption of interactive technologies. The following are the most important:

  • Price: Not much to say here: things get better and cheaper over time. For new clients, it translates into more opportunities to include touch displays into their proof of concepts; existing networks could increase the size of their deployments or just procure better hardware
  • Content: What’s the value add of interactive kiosks compared to the power of mobile (translation: why should you care about touch displays, when there is so much information that can be found through your smartphone?). This is true to a certain degree, but interactive scenarios are not limited to malls and street installations. Think about corporate lobbies, tradeshows and retail spaces. Touch can become a conduit for lead generation or a storytelling tool that reinforces some company’s brand, hosting unique information that is simply not available online. And where appropriate, users could transfer the results of their interactive experiences to their phones via QR codes, SMS, NFC or email.
  • Design: Good content presented in the wrong way will lead to bad user experiences, which translates to low usage and potentially wrong assumptions that interactive touch may not be what people want. This is where field observation and analytics can help. Templating content might be a way to reduce redesign costs. While this is not always possible (think of highly customized apps), clients should be open to iterative enhancements over time with the goal to both provide a fresh look to the experience as well as increasing consumption. I’m defining design also as the creation of powerful attract loops enticing passersby to touch the screen and get them hooked on the experience.
  • Development tools: I noticed a trend in the market. Traditional digital signage tools are adding support for more interactivity. On the other side, native interactive authoring packages are converging towards supporting digital signage-like deployments. The decision of choosing one software or another should be dictated by various factors, including the ability to deliver a quality user experience, the size of the deployment, its manageability and of course, budget.


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Tosolini Productions

Advertising & Brand Council

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