Electronic signs have been part of the retail business environment for a while. They have succeeded in marketing products, upselling customers, promoting sales and reducing perceived wait times. Using colorful video, eye-catching images and persuasive text, they have proven to be an exciting and attractive advertising medium.



One might think that, having served their purpose, electronic signs have reached a bit of a plateau; that there is little else to invent with them, save for more cool video or graphics. In reality, there is still value to be added and some uncharted territory for creators of electronic signs to explore.

News, News and More News

Imagine the subway rider waiting for a delayed train. For this person time is dragging on, each second seeming like an eternity. Looking at the electronic signs around her, she sees large ads and a small segment devoted to the weather.

Now imagine the electronic signs with a news feed, even just headlines. The person becomes engaged. She is not passively watching the graphics on the screen, but actively reading the content. Time passes more quickly and she gets on the train feeling that her time was not completely wasted because she saw the day's latest news stories.

According to a 2008 study by the Pew Center in the United States, gathering news from non-traditional sources has become the new norm, especially for young, financially well-off, and highly educated women and men. The study compared online news sources to traditional sources, but its results apply equally to digital signs.

More than a third of respondents noted that keeping up with the news is important for their work. A tendency for getting news in small bits has also emerged lately, with a large majority of those aged 18-64 saying that they often come across important news items while browsing the Internet for other types of information.

Bottom line for businesses that use electronic signs? Use your signs for more than marketing. Information is valued by your audience, especially the coveted young and affluent demographics. They want to be in the loop at work and they are happy getting their news on the fly.

Audience Participation

There is enormous potential for broader application of the already powerful technology behind digital signs. One of the areas businesses are starting to exploit is interactivity.

The Pew Center study cited above notes that cell phone use has taken off in the United States. In 2000, only 53% of Americans had a cell phone. In 2008 that number had risen to 83%. The cell phone is also emerging as one of the keys to making electronic signs interactive.

Companies are using this technology to truly involve viewers in their electronic signs. Using text messaging, viewers can enter contests, get coupons delivered to their phones and, for fun, respond to polls. This type of interactivity not only engages the audience, it also gives businesses a great way to track the effectiveness of their digital signs.

Bottom line? Explore the possibilities of interactivity in your electronic signs. This functionality is considered the next generation in digital signage networks. Getting on board now puts you ahead of your competition and enhances your image in the eyes of your young consumers.