As visual technology and methods of leveraging user data continue to advance, the role of interactive digital signage is growing exponentially. The new challenge for advertisers is to create digital signage content that adds value to encounters with their brands. These six companies have managed to develop immersive content that leads individuals through unforgettable branded experiences.
Wayfinding for the Future: Mammoth Mountain 3D Interface
Wayfinding is a huge trend in interactive digital signage, and it’s one of the simplest ways to implement audience engagement. Interactive wayfinding goes beyond general guidance to give individuals information, options and turn-by-turn directions. At Mammoth Mountain Ski Resort, wayfinding kiosks help skiers decide which runs to conquer based on ability, snow conditions and proximity to amenities. Their 3D interactive trail map doubles as a resource on the resort’s website, giving potential visitors much more advance insight into the ski experience than can be gleaned from competing destinations.
Making the Message Personal: NHS Blood & Transplant
To meet its need for 200,000 new blood donors each year, Britain’s National Health Service (NHS) made it easy for viewers of its digital billboards to envision becoming donors. Using a sticker, a smartphone and some software solutions, the NHS simulated the experience of giving blood, celebrated participants and collected commitments from successfully engaged future donors.
Connecting in Context: Facebook Live
The digital display at the baggage carousel taught users “How to go live while everyone is waiting for the first suitcase to drop,” while digital billboards broadcast the cutest contributions. While lots of people know about Facebook’s new live-video platform, the company needed consumers to start creating. So, it met them where they were – in the airport, waiting on the bus and consuming adorable content.
Putting the Audience in the Picture: Picadilly Circus McDonald’s billboard
McDonald’s tapped into the selfie trend by placing digital display signage in one of the world’s most photographed destinations – Picadilly Circus. The images displayed are simple, but allowing visitors to choose them was the spark of genius behind this campaign. The signs entice the 34 million individuals who pass by each year to choose an iconic image, capture a photo of themselves interacting with it and share the image.
User-Generated Gold: #ThankfulThisHoliday
Lamar Advertising added an interactive element to its digital display advertising with the #ThankfulThisHoliday campaign. After soliciting social media posts that featured a branded hashtag, Lamar put audiences center stage via 750 digital billboards in 144 markets. That’s a big network, but similar user-generated campaigns can be achieved on a much smaller (and more affordable) scale.
Way Beyond Interactive: Microsoft Xbox Survival Billboard
It’s display. It’s interactive. It’s online. And it attracted 3.5 million engagements averaging eight minutes in length in a single day. Microsoft’s Xbox Survival campaign not only featured actual contestants on the surface of the billboard; it also gave online participants control over the conditions in the game. While this campaign was more ambitious than most advertisers are looking to undertake, it showcased the potential to combine technology, in-person interaction, remote interaction, user-generated content, video and more in a single display solution.
Why interactive digital signage?
Digital display advertising continues to prove its worth as consumers become ever more accustomed to receiving messages via device screens. The advantages of digital signage over traditional signage include improved ROI, flexibility and data collection. Interactive digital signage, however, has the unique potential to go beyond engagement into the realm of immersion. Real-world interaction turns audience members from passive consumers of messages into active participants in an experience.
“Engagement” is the holy grail of digital advertising. Interactive signage should be considered an engagement-building resource to be integrated as one component of a comprehensive advertising strategy. These examples reveal the role that interactive display solutions can play at various stages in the sales funnel. From making an unforgettable first impression to earning the loyalty of delighted repeat customers, interactive displays can contribute to both acquisition and retention.
Enhanced Data Collection
Interactive digital signage not only leverages consumer data, but collects it as well. By engaging audience members in a digital experience, advertisers can learn more about what visitors want, how they interact and what needs to be improved. And since data collection begins with the first visitor, interactive display solutions allow companies to start small, test content variations and adjust before and while scaling up.
One of the perks of interactive signage, and of digital signage in general, is that it’s widely underappreciated. Digital signage solutions have become exponentially more diverse and complex over the last few years, and advertisers can expect visual technology to continue to improve. These developments put proactive companies in an exciting position to create interactive digital content as it becomes both more widely available and accepted.
These real-world examples give insight into the increased engagement potential of interactive digital signage. If you’re considering adding digital signage to your advertising efforts, be sure to seek the right balance of traditional, display and interactive signage. The right blend has the power to deliver better engagement, increased ROI and improved brand perception.