INTERACTIVE
DIGITAL
SIGNAGE
AND KIOSKS
A Special Supplement to
Sponsored by
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INTERACTIVE DIGITAL
SIGNAGE AND KIOSKS
It’s All in the Touch
By Alan C. Brawn
S
o much digital signage discussion in today’s market is about
interactive. The big question
we want to address early on: since
interactivity is considered such a big
part of digital signage, why is it that
most digital signage today is not
interactive? After all, our lives are dominated by
interactivity with tablets, smart phones, and even
many automobiles and appliances, so what’s up?
The answer is multifaceted, but really resides in
two areas. One is financial–putting in an interactive
display, even in a kiosk, is more expensive than a
simple flat panel. The second reason for a lack of
more interactivity is a lack of understanding about it
and the benefits it can provide to a network.
On the first point, the prices and availability of
interactive touch screens are heading in the right
direction with more types and models available at
Zytronic, provider of custom designed, high-performance Projected Capacitive touch sensor solutions. Ian
lower costs. From a numbers perspective (depending
Crosby, Vice President of Sales and Marketing at Zytronic Inc. demonstrated its force sensing technology
up the research you choose to quote), the overall
for large-format interactive touch screens at Digital Signage Expo (DSE) 2017. Zytronic’s touch sensors are
widely used in a variety of applications, including interactive digital signs, self-service kiosks, slot machines,
digital signage market is forecast to grow at 8% to
ATMs and more. The demonstrations showed how the touch screens can differentiate between a soft and
10% per year and reach $24 billion by 2020. The
hard touch. Zytronic’s approach is based on a measurement of the surface area of an applied touch, which
changes the measured capacitive signal levels at the relative touch location on the sensor. This eliminates
interactive display market is expected to grow at
the need for a piezo-electric or other layers on the glass to measure applied force or pressure, even on
a compound annual growth rate of 12% over the
thick, rigid glass touchscreens. Since it relies on a modification to the firmware, it can be retrofitted to most
Zytronic touch controllers.
next five years, reaching approximately $15 billion
by 2020. This tells us that we may not be fully there
yet, but over the next few years, the market will become dominated that merely show visual content to two-way interaction devices that
by interactive applications. In addition, the concept of interactivity provide more engaging and immersive experiences.
A natural user interface does not require any additional devices
goes far beyond simply touching a screen. Ultimately this is all
about connectivity with desired information. Estimates show that to be learned to communicate. It is “invisible” to the user, and
more than 26 billion devices will be connected to the cloud by 2020, remains transparent as the user continuously learns increasingly
complex interactions. A user can quickly transition from novice to
five times the 4.9 billion devices currently connected.
It is the second issue, a lack of understanding about the benefits, expert. Research in natural human interface notes that “it is the
that intrigues many and bears further examination. The genesis of path of least resistance in getting from point A to point B in inforinteractivity relates to the ubiquitous use of computers in our daily mation dissemination and gathering.” How does this affect digital
lives and falls under the umbrella of what is called the natural user signage, and why is it growing?
To the first order, interactivity resides on a level that has become
interface. Whether it is using a computer, communicating with
others via a smartphone, or just playing a game for entertainment, part of our everyday lives. We are coming to expect each screen
all devices are going through revolutionary changes with user inputs we see to be a touch screen. For our purposes it provides a fast
based on touch and voice, replacing or augmenting the use of and intuitive interface for users and can greatly simplify customer
traditional interfaces based on the keyboard, mouse, joysticks, etc. interactions and transactions. Through interactivity, people feel
As a result, displays are morphing from one-way interface devices naturally connected, a strong emotion that dominates many peo-
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INTERACTIVE DIGITAL SIGNAGE AND KIOSKS
© 2017 Peerless Industries, Inc. All rights reserved.
LĒD-ing the Way in
MOUNTING TECHNOLOGY
Peerless-AV® is at the cutting edge of accessorizing display technology - we work
with all the major LED and display manufacturers to ensure seamless integration for
our customers. We even have a dedicated team of experts who are ready to deploy
at a moment’s notice to create you the perfect LED video wall.
So ask yourself, “Would I trust my high dollar project to a company
that doesn’t have LED experience?” No, we didn’t think so.
Ledingtheway.peerless-av.com
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Tracie Wilbanks, and Bill Warren of Reflect, receive their 2017 DIGI Award at the Digital Signage Expo in Las Vegas, March 2017. Reflect won the DIGI Award for “ Best Retail Store Local
Roll-Out”, for their Spence Diamonds design/installation. Spence Diamonds is a retailer of diamond jewelry, founded in Vancouver in 1978. The opening of their first US store in Austin,
Texas provided Spence Diamonds with an opportunity to harness the power of place-based digital media. There were many facets to the digital signage, but one application in-store
enables customers to engage, ask to learn more, browse merchandise and connect with a sales associate. This included One-On-One Consultation Rooms: to assist sales associates with
educating shoppers and showcasing relevant merchandise, Reflect provided and installed four 40” displays, one in each consultation room. These displays run an attract loop to educate
and entertain customers. Sales associates have the ability to take control of what appears on the screen by connecting a sales tablet to the secondary HDMI input. Once the associate connects the tablet, the content from the tablet appears on the screen. The sales associate can show specific product information to the customer and show relevant video content to assist
in the sales process.
ple’s lives. From a digital signage network perspective, we can more display providers are offering various levels of interactive systems.
easily educate and inform the viewers and in more sophisticated We won’t take the time to get into all the configurations but here
systems, offer more options that can be accessed. The viewer can are the most popular:
• IR
literally choose their own path depending up their needs. In short,
• Optical
they are in control.
• Capacitive
Yet another benefit of interactivity is the hot topic of the day,
analytics. Interactive content engages your audience more directly and more fully, encouraging
feedback and participation, while increasing productivity. The “holy grail” of digital signage is
enhancing the viewer experience and achieving
behavior modification (of one type or another)
through a call to action. While those are the goals,
there are varying degrees of success depending
upon the content and environment and measurement is the only way to gauge the level of that
accomplishment.
The most direct method of analytics/measurement is interactivity. The system can directly know
if you have followed the call to action or not. It will
know what content you have interacted with, and
the path you took to get there. It can also gauge
how much time you have spent interacting with
the screen. If we pair that with video analytics,
we have the most information we can reasonably
Kiosks– often payment kiosks, are an important part of the industry growth. Show here, Zytronic’s 10.4”
harvest.
Cryptotouch unit showing Payment Card Industry (PCI) compliant payment through the touchscreen in a self-serFrom a technological perspective, today many vice gas pump application.
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IR is the most cost effective, flooding the screen with infrared
light and detecting when an object breaks the beam. Optical uses
cameras to detect shadows cast by someone touching the screen.
Capacitive costs more, but is the technology used on most tablets
and smartphones; it tracks you through the natural electrical conductivity of your finger. Some offer only single touch and yet others
are multitouch. In some configurations, you can use both your finger and/or a stylus. Which one you deploy depends on your needs
and the benefits and limitations each type possesses.
Touch screen overlays will fall into one of three categories:
• Aftermarket add-on touch overlays. These are accessories that
attach to the display bezel that contain touch electronics, and can
be added to a display at any time.
• First party manufactured displays with integrated touch
screens. Such displays are built to contain touch technology by the
original manufacturer.
• Modified OEM displays with added touch screens from secondary manufacturers. These take displays from first party display
vendors, add touch, and sell them as finished products.
Perhaps the most prolific use of interactive touch is in a kiosk
configuration. It is the multiplicity of available applications
that drives their popularity. Certainly, the screens are smaller
and individually less expensive but the biggest benefit is the
personalized experience of using a kiosk and the privacy that
is inherent in the design. Rather than one large screen in an
area that may be intimidating, there can be multiple small kiosk
screens and potential users can be dispersed over predetermined
areas for convenient access. While digital signage is typically a
visual medium, it is in kiosks where audio may more easily come
into play.
Ultimately, interactive signage solutions of all types can play
a huge role in determining ROI because they enable the direct
measurement of viewer/participant response. It provides network operators and marketers with detailed information on the
number of people that view specific content and engage with
it. As one noted subject matter expert opines, “With advertiser
ROI and real measurements in hand, solid pricing strategies
and models can be developed. This will open the door for digital
signage providers to develop industry standards and implement
performance-based business models similar to those that are now
prevalent online.”
Interactive signage solutions can personalize the experience.
They determine preferences that can be used to establish deeper
relationships and by design, focus information related only to the
products and services in which a viewer/participant is interested.
Interactivity delivers dynamic content that can benefit all parties
involved. From consumers to marketers, to network operators,
it is a win/win/win situation. And, most importantly, network
operators are provided with a solid revenue base from which to
grow their network and better serve their customers. With a wide
range of options from mobile to kiosk to videowalls with proven
ROI, it is no wonder that interactivity is growing by leaps and
bounds. n
Alan Brawn ([email protected]) is a principal of
Brawn Consulting LLC an audio visual and IT consulting, edu-
Increasingly, digital signage screens are being mounted in new ways. An interactive and
kiosk appliacations are an increasing part of the mix. Shown here, an interactive digital signage screen in a cable-suspended mount from Peerless-AV, called Cable Mount.
cational development, and market intelligence firm with national
exposure to major manufacturers, distributors, and integrators
in the industry. He was formerly President of Telanetix and previously National Business Development and Product Marketing
Director, Samsung Electronics. Brawn is a member of the
Imaging Science Foundation and Managing Director of ISF
Commercial. Alan is CTS certified and an adjunct faculty member of InfoComm, and chairs its ISO/ANSI Projected Images
Task Group. He is a member of the International Commission
on Display Metrology for SID and a Learning Unit provider
for NSCA and instructor at CEDIA. Most recently he became
Director of the Digital Signage Experts Group certifying professionals in the digital signage industry. (Visit www.digitalsignageexperts.org for information about the Digital Signage Certified
Experts program)
INTERACTIVE DIGITAL SIGNAGE AND KIOSKS
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