“In human DNA, we are engineered to react to motion,” says Kevin Goldsmith, communication director at Ping HD
, a company that provides digital strategies for industries ranging from sports and entertainment to retail and health care. “So to move from a static printed poster to something digital with movement is going to capture people’s attention.”
The value goes beyond aesthetics, though. Digital signage is rapidly updatable and even customizable, creating new and unique marketing opportunities.
One simple example of the information-based side of things is digital signage with updated lottery jackpot numbers. That’s already raised the number of lottery tickets purchased by 10 to 12 percent, Goldsmith says. Video feeds demonstrating how certain projects are used are another possible use of digital screens, and can help consumers decide to buy a product they’ve never seen or experienced before.
“The goal is to have people stop and take a second look at the products” says William Sam, a technical strategy manager with Samsung.
Roger Beutel, manager at ATEN Technologies
– a New Jersey based firm which designs networking systems for techorators – says it’s about communication of both concepts and feelings. Techorating can give buyers valuable information about products and how to use them. This information could be given through a video feed which resembles a YouTube tutorial placed right beside the product, or perhaps through a touch screen set of instructions placed similarly.
It also can create an ambiance which helps buyers connect products to their own memories or desires, for instance by placing a screen playing a video of a family sitting by a fireplace at Christmas in a furniture store. Many stores already put Christmas trees in their holiday sections – this would just expand the possibilities to include videos of people with whom a buyer might identify.
“Whether it’s simple facts and figures, a movie, flash, just simply a story – everything is media rich,” he says.