Interactive Ad Screens

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Overview
Interactive Ad screens are changing to world of media. This is because attention is one of the most important commodities that advertisers must utilize. If they can find a way to capture the consumer’s attention without distraction or competition, then most of the battle has already been won. This is called “the moment of truth” (Brown 2005) when intentions can be converted to either preference or purchase, something that is invaluable when advertising.

Reasons
There are many reasons why interactive ad screens would be a good emerging media for advertisers to utilize. Interactive ad screens are unique because they can transform the consumer experience through the power of touch and interaction. The long run costs are cheaper than traditional advertising, and can also reach a higher audience. Most technologies these days are moving toward interaction and touch screen technologies, so why shouldn't your advertising?

Limitations
There are two main barriers to growth of interactive ad screens. The first is lack of an approach in which advertisers can build an industry around. These technologies can be very expensive, and it is hard to put a base price on each unit. Even though interactive ads earn high return on investment, the cost can sometimes outweigh the benefits.
Along with high costs, the right software is also needed to run these interactive screens. If the software does not react correctly to the consumer, or is not dependable, then potential opportunities could be lost. A good reliable system that is also easy to operate is key to having success with interactive advertising.


Costs
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The costs of an interactive ad screen can be expensive. Some range in the hundreds of dollars, while others can exceed a few thousand per unit. When deciding what kind of interactive screens to purchase, it is important to consider your audience. For example, if you own a street side business, you would probably want to purchase a window unit that can be accessed by people walking down the street. These may be more expensive than other units, but they will also target your customers more effectively.


Reach and Frequency

A modern interactive digital signage solution is networked. This means that the content is delivered on a real-time basis from the content management software to the media players via a data network. (AV Magazine) Interactive ad screens allow for a high reach of audience. This is because a large, vibrant display attracts attention and keeps them involved, which correlates to more exposure of your products or services. Interactive ad screens are best for raising brand awareness through reach, because they promote customer-focused information through live interaction.

Impact
Digital signage can have both a high return on investment, and positive impact on advertising. This is because by using an interactive ad screens, you are lowering your overall advertising costs, and reaching more customers. Most ad screens allow for 24-hour access to your ad and information about your products. By advertising through interactive ad screens, you eliminate the costs of buying ad spots over and over again in attempt to reach your audience.
Ad screens also allow for more in depth information to be displayed than in traditional print media, and hold the consumers attention far better than words on a page can.

Audience Qualities
One of the best perks that Interactive Ad Screens can offer is the diversity of consumers it can reach. When thinking about audience qualities, and who would respond to an Interactive Ad Screen, the possibilites are endless. Because they feel high tech, but are extremely easy to operate. Your most tech savvy consumer, all the way down to someone who doesn't even own a computer, can use the digital signage software. This kind of diversity is key when it comes to emerging media. Even if your new media outlet is one of the most innovative in the market today, it could end up being a total failure with consumers if they don't know how to operate or comprehend its messages.

Responsiveness
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Responsivness is a key measurement when trying to decide what kinds of emerging media will work the best. In a recent Info Trends study, Interactive ad screens proved to be very effective with consumer responsiveness. The following were increased:

brand awareness by 48%
average purchase amount by 30%
sales volume by 32%
visitor traffic by 33%.

However, consumer sales, and purchases aren't the only way that ad screens garner consumer responsiveness. Ad Screens also proved to be the preferred method of advertising among the consumers themselves. In an OXT study, the following was reported. People prefer digital signage over most other mediums because it is:
able to catch their attention (63%)
more unique (58%)
more interesting (53%)
more entertaining (48%)
less ANNOYING (26%)

Unique Ways Interactive Ad Screens are Being Used
iBar is a new up-and-coming form of interactive digital signage. What exactly is iBar? iBar is the interactive design of any bar-counter. Video projectors are located inside the bar or counter and can project any content that is on the milky bar-surface. iBar has an intelligent tracking system that detects all objects touching the surface (sort of like an upgraded iPhone). This input allows the projected content to interact with the movements of the customer. Objects can either be at their position or virtual objects can be "touched" with the fingers.

Here are some videos of different iBar's in action.


http://www.youtube.com/watch?v=iaKehq6qsdY&feature=related
http://vimeo.com/8984863


In-store promotions that work with interactive ad screens are another way that digital signage is making its mark on emerging media. Recently Best Buy launched an ad campaign that features a new section in all of its stores, where consumers can sample the latest audio, DJ, and music technology. As a part of these new entertainment sections, interactive ad screens will play a crucial role in the promotion of their campaign. Customers will be able to sample products like DJ hero (a spin off of the popular Guitar Hero) using these screens.


Advertisers who are Finding Success with Interactive Ad Screens
Retailers
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Interactive ad screens can be used in many different ways when it comes to retail stores. They can provide interactive store maps to help customers locate different sections in the building. They can also be used as product or service information stations, and as targeted sales announcements. Another unique way retailers can use the screens is by selling them as ad space, which could yield revenue for the retailers themselves.

Real Estate

Real Estate offices benefit from the way ad screens can educate, inform, and persuade buyers. This is because they can be used to showcase virtual homes, capture customer information about what specifically their looking for, and even survey potential customers.

Resorts and Hotels
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Resorts and Hotels utilize interactive ad screens in many different ways. The biggest is hospitality with their guests. This is because they can gain instant access to maps, information, local events and attractions, restaurants, directions, etc, all without the help of a hotel or resort worker.

Trade Shows and Events

If someone is looking to promote their products at an upcoming event or show, then interactive ad screens are perfect to use. This is because the screens can use unique images to attract consumers to your location. They can also act as a demonstration station, or general product information stations, that can keep the attendees attention.

These aren't the only advertisers that can benefit from ad screens. Some others are: car dealerships, recruitment agencies, banks, and any other general advertisers who are looking to use new and exciting emerging media, as a way to attract consumers.


Sources

Palmer, A. (2009, November 10). Best Buy Spins 'Club Beats'. Retrieved April 11, 2010, from, http://www.adweek.com/aw/content_display/news/client/e3i1239cf1a1e13f62360e5c762eb0c70a8
Mindstorm Co. (n.d.). What is iBar?. Retrieved April 11, 2010, from http://www.i-bar.ch/en/info
White, . (2010, January 5). It must be a sign.think clever signage. Retrieved April 8, 2010, from LexisNexis Academic, http://www.lexisnexis.com.www.libproxy.wvu.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T9048861504&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T9048861510&cisb=22_T9048861509&treeMax=true&treeWidth=0&csi=235906&docNo=1
Touch Solutions from Visual Planet. (2010). Retrieved April 9, 2010, from http://www.visualplanet.biz/services/
Advertising Touchscreens, Technology @ your fingertips. (2006). Retrieved April 9, 2010, from http://www.advertisingtouchscreens.co.nz/home.html
Technologies Inc., S. (2006, May). Interactive Digital Signage. Retrieved April 7, 2010, from http://www2.smarttech.com/NR/rdonlyres/09C05654-76FD-464B-A929-D816C4768C9A/0/ActalystBrochureLo.pdf
Tek, G. (2010). Research Proves Interactivity Boosts on Return on Investment. Retrieved April 10, 2010, from http://www.gesturetek.com/aboutus/research.php
Vimeo. (2010, February). Touch iBar featured on 190 North (ABC). Retrieved April 11, 2010, from http://vimeo.com/8984863
YouTube. (2006, May 19). iBar-largest multitouch touchscreen. Retrieved April 5, 2010, from http://www.youtube.com/watch?v=iaKehq6qsdY&feature=related