If you could magically ask the digital signage industry for anything at all, some new innovation that would dazzle and amaze your clients and peers, what would it be?”
If the digital signage industry could mutter a magical charm and wizard up anything – some new innovation or just increase the ease and usability of installations/features that currently exist – there are two ideas that would be the happy ending to a digital signage fairytale. Keep in mind that while some of these ideas have been rolled out and are in existence, there is a difference between that and true adoption by consumers, by clients and by peers at a cost-effective price point.
The first new innovation that would dazzle and amaze clients and peers in an industry like the healthcare field or hospital organization would be sophisticated self-service kiosks. Hospitals can be confusing places. Between the stress of being there for health reasons to wayfinding in a vast maze-like space to finding a staff member that can assist with a question, there’s a lot of potential for needing help. And that’s where a new innovation like a sophisticated self-service kiosk would be a game changer. People already turn to their cell phones for questions (asking Siri, doing a quick Google search), so it’s not uncommon to think people would turn to digital displays to answer their questions. The self-service kiosk could answer commonly asked queries (typically answered by front-desk staff) anywhere throughout the hospital campus, could send wayfinding GPS directions to a phone or tablet and could translate into a variety of languages.
The second innovation would be the ability to receive analytics and data from digital signage, when cost and time are factors, and there is not an interactivity component from which to draw touch points. In a setting like a healthcare organization, rather than an environment where ROI is a key measure, there is typically not a huge budget to set aside for measuring the effectiveness of digital signage. A more cost effective way to measure user engagement with the signage would be a magical ask. It would dazzle and amaze peers because the only measure we currently have is qualitative observation, not hard data.
As the industry continues to evolve, these magical asks may one day be feasible, highly practical installations, but at this point, to do sophisticated geo-tracking installs and to measure widespread analytics at a low cost, seem more of a dream for much of the industry.