By Sarah Robison
The term ‘interactive’ has become widespread in the digital age, but nowhere has the trend toward interactivity in media been more intriguing than in outdoor digital signage, where it continues to energize the previously static medium of billboards.

The following are some trends that demonstrate how 2015 promises to be a banner year for interactive marketing with light-emitting diode (LED) electronic message centres (EMCs) and other digital signs:

Wireless data
The same types of Internet connections that power smart phones and tablet computers have eased the programming of outdoor digital billboards, allowing content to be controlled from practically anywhere. And with 10-mm (0.4-in.) pixel pitch taking outdoor digital billboards by storm, that content can be displayed at higher resolutions than in the past.

Customized programming
As the technology for programming digital signage content becomes more detailed, it is becoming easier to break down the demographics of targeted consumers and understand how best to reach them. Campaigns can be tailored to the people driving by a sign, but also adjusted to dynamic factors like weather conditions, special events and fluctuations in inventory of advertised products.

Immediacy
Digital billboards are also the perfect medium for updating content in response to last-minute and/or unexpected circumstances. This is important because consumers are drawn to—and have even come to expect—immediacy. While technology may appear to have a ‘depersonalizing’ effect, responsiveness can help foster loyalty, particularly when a business gives customers what they want faster than its competitors.

Proximity
Digital billboards can combine interactivity with proximity for more vibrant content. A high-profile promotion, for example, could be enhanced by delivering digital coupons and other exclusive content to customers’ smart phones in the vicinity of the sign. Such concepts are still on the horizon, but an IBM study already suggests up to 72 per cent of customers will respond to an interactive message received when they are in sight of the promoted retail location.

Sarah Robison is a marketing communications specialist with Watchfire Signs. For more information, visit www.watchfiresigns.com.