Ask the Board – June 11, 2018 | BILL MASLYN

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“What are some of the ways to increase interaction with touchscreens?”


At Intersection, we’ve had the most success in driving interaction with our touchscreens by providing engaging, timely and valuable content powered by strong design. We design our interactive experiences based on a deep understanding of the physical context of our screens as well as consumer behavior and needs throughout their daily journeys.

Whether that’s helping urban visitors with wayfinding in unfamiliar areas of our cities or providing daily commuters with quick and easy access to alerts and scheduled outages, designing a touchscreen experience that’s intuitive lowers the barrier to interactivity.

With regard to advertising experiences, we’ve found the highest engagement rates when we provide access to timely content and a means for consumers to take the content with them. For instance, we executed a Holiday Gift Guide campaign with a large online retailer on our interactive information kiosks across the New York City subway system. While riders waited for their trains, they were able to scroll through various gift suggestions, add them to a virtual cart and have a link to that cart sent to them via email or SMS so they could complete their transaction. It was so successful, the retailer renewed almost immediately for the following year!

Lastly, it doesn’t hurt to inject a bit of fun into your content through game mechanics and competition. We ran a campaign for a local brand that included a simple Tic-Tac-Toe game on our interactive screens where consumers could play against the “computer” or other consumers on similar touchscreens across that market. It was the first multi-player game ever deployed in the transit system and provided some much needed entertainment while people waited for their trains. More than 90,000 games were played over a two-week period!

Campaigns that deliver engaging and valuable experiences to consumers in the context of their surroundings can make digital displays more noticeable and appreciated. And with touch screens, advertisers have a unique opportunity to create an interactive brand experience with their customers outside of a typical retail, mobile or web environment.

About Author

Vice President of Product, Content & Ad Technology
Intersection

FORMER MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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