HOW DOES INTERACTIVE DIGITAL SIGNAGE WORK?

Interactivity and visitor engagement is key to any successful digital signage rollout

QL SUPPORTS MULTI-LEVEL INTERACTIVITY ON YOUR DIGITAL SIGNAGE SCREENS

Interactive digital signage content engages and motivates viewers but many don’t know how interactivity works, so let’s dive in.

There are at least four types of interactive digital signage applications you will encounter.

TOUCHSCREENS

The first and most common application is when someone interacts with content using a touch-enabled screen. Think of wayfinding screens installed in shopping malls and public spaces. Often, people will install interactive tablets which are another great way of displaying interactive content.

The most popular type of interactive content is written in HTML5 and when this type of content is displayed using QL Player, all interactivity is retained. QL Player will display HTML5 content natively so there is no need to convert it to another format. When QL users publish this content, they can choose to transfer all required files to each device ensuring the content will play flawlessly even if there is an issue with the local internet connection.

Interactive digital signage software

  • SMARTPHONE INTERACTIVITY

The second application relates to people who interact with digital screens using a smartphone. This could be an employee who modifies a screen’s programming or launches sales support content on-demand. Think of a salesperson showing a video of a product that isn’t available in-store to a potential customer. In this case, interactivity becomes a key component of the retail store’s omnichannel marketing strategy.
There are other examples, such as a store’s merchandising manager who modifies a store’s digital signage content mix to respond to competitive pressures or market conditions. Human resource staff may use interactivity for corporate communications. They can trigger training videos and company information on corporate digital signage screens when onboarding a new employee.

Quick-service restaurant workers can modify prices, add product photos, and edit menu items on the restaurant’s digital menu boards using a smartphone. It’s important to note all of these applications are fully supported by every QL version with no additional modules required.

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  • LIFT AND LEARN

The third application is called “lift and learn” and is used in many retail displays. When shoppers interact with a product, let’s say they pick up a smartphone or other electronic device, a nearby digital signage screen will stop playing its programmed content and show the device’s technical specifications. Each time the person picks a different product, the information automatically changes on the screen. This way the shopper can make a better-informed purchase decision without the assistance of a salesperson.

QL supports this type of application on Windows PCs and Android devices, like Navori’s StiX media player.

  • COMPUTER VISION

The fourth application uses a combination of artificial intelligence (AI) and computer vision technology, like Navori Labs’ AQUAJI, to send information about the audience to each media player in real-time. The information can include the number of people looking at the digital signage screen, their demographic makeup, the time spent by each person in a given area, the time spent waiting, and what audience members can see within their field of vision. QL will adapt each screen’s programming based on this information so the information shown on-screen is always be optimized for the audience.

By combining QL and AQUAJI you customize your screen content based on the audience’s age, gender, time spent within a specific area, or time spent waiting. This ensures you will never show the same content twice.

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WHAT INTERACTIVITY CAN BE INTEGRATED IN DIGITAL SIGNAGE?

There are several types of interactivity, most often managed by digital signage software.

Interactive digital signage refers to an application that switches from programmed content to media that is triggered by a person's touch on an interactive screen. Content can be triggered by a touchscreen, motion, a person's presence, lift and learn sensors, a computer vision system like Aquaji, or an employee's smartphone via QL Mobile. This app can be used to personalize programs, trigger content, or control screens.

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