By Alex Mardikian

The future of outdoor advertising lies with interactive digital signage. DOOH is present all over the globe and is fast becoming the preferred choice for marketers in cities and metros everywhere. It is easy to set up once the hardware and software have been tested for durability and performance in a given outdoor setting. It is flexible and its ease of use as compared to existing signage gives it a big advantage.

Digital signage is easily defined – it is technology that enables the display of digital content usually in public places such as airports, railway stations, malls, theaters, restaurants, etc. Billboards have switched to digital signage. DOOH is everywhere. Implementing DOOH across a range of screen systems is easy. It works with LED and LCD displays. It can display content such as text, images, and video. It can stream media. It is a complete package for displaying information.

With digital signage, you can –

1.Display a wide variety of content.

2.Display content to the masses in airports or to a captive audience inside elevators and corporate offices.

3.The scope in content types enables creativity and marketers can create attractively packaged messages.

4.The content easily adjusts to the size of the screen.

5.Content can be displayed in an order of your choice and a time of your choosing.

6.Digital signage can be made interactive.

With digital signage gaining traction, printing marketing matter may soon become of secondary importance. Content distribution through DOOH can be efficiently managed for different locations. Changes can be made quickly and messaging altered in real time, based on feedback received from public reaction. With DOOH, targeting prospects and existing users can be done in a more effective and streamlined manner, resulting in higher ROI.

With interactive DOOH, the focus is entirely on the consumer, because the consumer can use the touchscreen to interact with the brand. The choice is with the audience. Therefore, impressing the audience with the most appropriate messaging becomes critical with DOOH. The end user has a choice in viewing information that he wants to. This ability to have information at your fingertips without having to wait for it to reappear in a scrolling message is a big advantage with interactive digital displays as compared to traditional digital advertising.

The reader has the ability to control the message with touch and even send across his or hers own message to the display. The uses of such technology go beyond advertising. Such a display on a restaurant table can facilitate order placement and billing. Point of sale messaging can be made more effective and impulse purchases can be stimulated. A personalized user experience with such technology translates to better service at low cost.

Interactive DOOH lets marketers capture data about audience response. This data includes demographic details and gender breakup. Interactive signage can be linked with apps. This supplies brands with consumer metrics that can be used for creating targeted messages and pursuing prospects individually. This is of great value for both B2C and B2B companies.

There are so many different sources of information that can interact with one another and share information. Data from video analytics, beacons, Wi-Fi, apps, and social media can converge on to interactive digital signage, thereby enabling brands to interact with a target audience in the desired manner and at the most opportune moment at the right location.

The technology is user friendly and attractive for the buyer and seller. Social media streams on digital signage devices can keep the masses informed of the latest events. Schools and colleges can flash information, schedules, and agendas.

The information is presented in real-time. Interactive DOOH can answer questions to help consumers make a purchase decision. By 2022, the market for digital DOOH will be worth $26 billion.

In a nutshell, the advantages of interactive DOOH for the public are an engaging and informative experience. Buyers can sell more effectively and reach out to a wider customer base. Brand awareness can be spread in a controlled manner. With interactive forms, you can generate leads and follow up quickly through email, SMS, or social media.

Interactive DOOH lets you measure the success of campaigns. You can split test content, timing, placement of the signage and optimize campaign for best results.