In the world of digital signage, beacons, facial recognition and audience measurement have become regular vocabulary in our lexicon. But what was once “thought leadership” or a future idea, has since become possible through the tiny computers sitting in our pants pocket. The interaction between our mobile phones and today’s DOOH intelligent displays is enabling a creative dialogue between brands and their customers, and has mobile phones and digital displays working in tandem for a truly personalized experience.InteractivityJust by having a digital display, brands can interact with audiences through screen-smart device interaction. This is accomplished by using URLs to have a smartphone talk to a display, most commonly through having audience members play games on their phones, which relays information to the display.Personalized communication via a proximity networkCompanies are working overtime to differentiate themselves in this new digital world. Their goal is to create an experience that elicits an emotional response so people will want to take a specific desired action.To create that experience, businesses are using beacons to latch onto a customer’s smartphone and deliver hyper-targeted messages. Beacons allow brands to curate the messages received by the customer, so he or she is only receiving information that is relevant.For example, if a man walks into a clothing store, beacons can allow the store to recognize the customer is a male and can send to his smartphone information about men’s jackets on sale. Companies can use multiple beacons to impart multiple messages to consumers as they move through a space, like information on products, discounts and web promotions. By triggering multiple messages, businesses have more control over their customers’ experiences.The data gathered from the customer can be analyzed individually and in the aggregate. It also allows businesses to continue to have a conversation with the customer, long after he or she has moved beyond the proximity of the display.
Source: Mobile devices, digital signage working together | Digital Signage Today