“Are there any new technical capabilities in hardware and/or software opening up new creative options for content playback, design, or interactivity? How are they being applied? How well are they being applied?”
Two of the most exciting hardware innovations I’m watching can help with both getting the message out and getting the message in.
To get the message out, it’s inspiring to watch the new advances in screen technology. Large screens can be assembled with tiles that weigh less and have a greater resolution than anything that has been previously available. This allows great ability to design not just signage but a digital environmental experience either indoors or outdoors. What would have been large, heavy and costly with a questionable resolution is now modular, light and relatively inexpensive with amazing resolution.
For end-users, getting the message “in” is extremely important. You need to know what your viewers or consumers need and what attracts them to your messages. The addition of cameras added above or alongside digital signage can help you learn what drives customer attention. They can help to understand if your message appeals to males or females within general age categories. With this, you can learn what parts of your message engaged them and how long you had their attention. This emerging technology has enormous potential to help customize creative and messaging in ways that only the flexibility of digital signage can do.
As we become more and more comfortable with using digital signage to distribute messages and be open to the concept of collecting customer responses, we’ll see new levels of success in reaching audiences of all types.