When is Interactive Digital Signage a Bad Idea?

Interactive digital signage is an extremely powerful way to engage your audience. From wayfinding to gamified content, there are many possibilities. The issue arises when businesses attempt to use it wherever possible, believing it will add points to engagement and consumer satisfaction without any consideration at all! To make sure you’re on the right path, let’s break down some cases where interactivity is unnecessary, and even where it might prove of no benefit at all.

Fast-paced environments

The most obvious examples of fast-paced environments are busy public spaces. Subway stations, highways, or busy corridors are excellent opportunities for signage. However, for interaction, this benefit is wasted. Interaction will make its impact on one person at a time, rather than providing information for every passerby in a busy street. 

Exceptions may apply to interaction which is exceedingly quick and in itself delivers a visual impact on passers-by rather than an in-depth engagement which lasts minutes. For example, gamified content can be engaging even for passers-by who are only observing someone else interacting with the display.

Another exception applies to digital displays which have a unique purpose. For example, information terminals or wayfinding displays provide information without a focus on spreading a short message quickly. Here the focus isn’t broad messaging but on-demand information which benefits the user.

Impractical touch surfaces

In areas which are prone to dirt, moisture, or even extreme temperatures, touchscreen interaction may be more troublesome. Touchscreen displays may have trouble responding to input and will require more frequent cleaning and care. Apart from that, these sorts of environments can make them degrade faster.

In this case, interaction through different methods, such as QR codes are better, making sure the display is tucked away behind storefront glass or similar protection, and the user can take the information with them on their smart devices.

Concerning hygiene practices

Consider contexts where users may be discouraged touching shared surfaces. The COVID pandemic serves as a primary example of this behavior, making other methods such as voice control or motion sensors more acceptable. In spaces where there is a benefit of touchscreen technology but also the need for higher hygiene standards, make sure the displays are cleaned regularly, and provide disinfectant wipes by the display to make users more comfortable.

No benefit to the audience

As we said, interactivity is a huge booster to engagement. But sometimes your rotating content is good enough on its own! Consider your branding messages, safety alerts, and sales information. If they’re sufficiently clear on their own and engage the consumer anyway, additional interactivity is just unnecessarily complicating things. In some cases, even frustrating or deterring potential customers.

To create impactful interactive campaigns, create them with interactivity as a starting point, rather than simply adding interactivity to existing content.

When there are Security/Privacy risks

Self-service kiosks are one of the most common examples of interactive digital signage. When people place their order and proceed to checkout, however, the setup is such that no personal information like their name or card information is revealed. Make sure you follow this example, ensuring a customer is never required to reveal personal information on a public display for others to see.

There are cases where specific data might feel appropriate, though. At the end of a gamified campaign or an interactive social media campaign, you could ask the user to share their social media profile to engage further. Make this information optional to ensure the user only shares such information if they feel comfortable enough.

The cost outweighs the benefit

Once you’ve set up your interactive digital signage campaigns, give them some time to collect data. Consider if the return on this investment is satisfactory. Do users engage? Are potential customers responding well? Would non-interactive digital signage deliver the same outcome? Could the touchscreen component be used elsewhere, freeing this particular spot for regular content?

When to use interactive digital signage?

In summary, avoid interactivity when it slows the experience, introduces unnecessary risk, or doesn't clearly improve engagement or value. A great way to gain precise insight into your own case is to consider instances where interactive digital signage is appropriate. Use it only if you have definitive proof that it enhances user engagement, improves navigation, or adds value through personalized content.

Some examples include wayfinding in large and complex spaces such as airports or hospitals. In a retail environment, touchscreens can allow users to explore products, view the inventory, or even customize items. In an educational context, consider quizzes and informative videos on-demand. Feedback collection through surveys or ratings are a quick way to engage customers but also collect information for your business. Most software providers will provide a route to create your own interactive content, as complex or as simple as needed. Try out OnSign to start building your own content right away!