This post was written by
Geoff Bessin

#1 Requirement When Creating Interactive Content for Touch-first Digital Signage

#1 Requirement When Creating Interactive Content for Touch-first Digital Signage
We all know content is king. A pretty package with a bow will still disappoint if the box is empty. Consumers of digital signage software everywhere have learned the importance of dedicated time, money and resources for good content creation. Particularly for passive signage, where one has no way of directly assessing effectiveness, signage-investment can only be justified if content is given high attention and regard.

The problem for touch-first digital signage? Current content creation methods aren’t good enough.

With static signage, it is sufficient to rely on third party tools – like Photoshop and HTML authoring tools – to create content. This content is only meant to be seen (and/or heard), so the creative team only needs to worry about the aesthetics and the message. The resulting media is then arranged within and across various zones, scheduled and deployed. These latter steps don’t add additional value so much as automate the steps necessary to get content out the door and in front of the chosen audience.

With touch-first digital signage, content aesthetics and message are the beginning, not the end. Content must also be interactive and expressive – intuitive, reactive, engaging – as well as appropriately connected to back office resources to ensure the messages conveyed are as personalized as possible. These additional steps add just as much value as the aesthetics and message, possibly more, because even the prettiest and/or most informative media won’t attract eyeballs if they don’t offer direct, personal, unique, real-time relevance to the participant at the screen.

The number one requirement when creating content for touch-first signage? These post-aesthetic requirements – intuitive, reactive, personalized, engaging - must be configurable using the same toolset controlling those necessary steps mentioned earlier like layout, scheduling, deployment and analytics. They are codependent and should not be broken across separate tools.

Take scheduling for instance. For passive signage, scheduling is independent of the audience at any given moment. For interactive signage, scheduling is hyper-dependent on the audience and may have to be context specific. Or take analytics. For passive signage, analytics is, well, at best black magic as it is very hard to correlate what people see with their actual behavior. For touch-first signage, analytics are derived directly from the business-specific information the user interacts with and thus an integral part of content development.  

Trying to create interactive content in one tool when trying to orchestrate or get business-level analytics from it in another will, over the long term, fail in a touch-first digital signage world.
IntuiFace combines interactive content creation with traditional signage management capability. Built for creative as well as technical roles, IntuiFace enables what we call Hour One Productivity – you can build, schedule and deploy a multi-touch sign in just an hour. It brings together the creative world (e.g. through native Photoshop support) with the world of business.Touch-first signage is measureable signage, a channel that provides instant feedback about what and what is not working. By combining interactive content creation with signage management capability, teams can rapidly adjust to lessons learned on the ground in ways passive signage tools retrofit for tough-first signage could never dream of.

Geoff Bessin
Geoff Bessin

I'm Chief Evangelist at Intuiface, which means I think about the intersection of digital interactivity with signage and presentations. Pearls of wisdom? Well...

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