Introduction to Digital Signage Technology

If digital signage (electronic ads) is to achieve maximum effect, it must first grab the attention of the viewer. It can be fun too, but fun alone is not enough, since advertisers are in the marketing business for one purpose only – to sell more products. Here, we describe an experiment in attention grabbing. It WORKS! It’s fun. But how will it translate into a business benefit?

Technological development is changing the ways viewer interacts with displays and their intended content. In particular increasing availability of wireless and sensor technology makes a broader range of human-computer interaction possible. By using these new sensor technologies, we can develop new forms of interaction in “invisible” environments, using “smart” inhabitable spaces to interact with context-sensitive applications.

Importantly, screen size is changing simultaneously in both directions – the smallest screens are getting smaller and the biggest are getting bigger but they could be really slim in term of thickness. Flatscreens of ever-increasing quality are being integrated into various objects encountered in our normal daily lives. Large digital screens are also increasingly used in outdoor area, enabling public viewing.

[Image: 46″ outdoor LCD] by Daniel M & Florian R, moderation by

Furthermore, the ubiquitous availability of network communication technology has completely freed up the ways in which we can interact with the displays. For example, interaction is no longer linked to a specific locality where keyboard or touch screen might be located, but now can happen wherever a display can interact with a mobile phone. The interaction between man & machine takes place during our leisure time, in art, and in culture.

The central function of most interfaces such as flatscreens is no longer limited to supporting the user in performing task, but rather has shifted toward interfaces that are entertaining, aesthetically pleasing, expressive, creative, culturally relevant and even provocative.

Based on the technological developments mentioned above, we will now present and discuss an interactive media facade in Berlin conceptually developed and evaluated in 2006. The interaction design was based on an attempt to introduce known and familiar interaction to the world of digital media in public spaces.

(There are significantly growing numbers of interactive digital large media display here in Asean & Pacifics yet)

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