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7 keys to the future of interactive content

Digital signage firm's chief strategy officer looks at the future of interactive content and how it's being changed by everything from predictive modeling to Big Data to wearable smart tech.

March 19, 2015 by Christopher Hall — w, t

How does today turn into tomorrow? And how does today's technology shape the future to come?

It's those kinds of educational, quasi-predictive discussions that provide a significant part of the allure for shows such as the annual Digital Signage Expo. Jessie Kim, the chief strategy officer for digital signage provider Enplug, delivered an engrossing talk, "The Future of Interactive Content," on the show floor at this year's DSE that looked at just those kinds of questions.

It was a quick-hitting presentation; it almost had to be to cover so much ground in a relatively short period of time — here are the highlights and key points:

1. Today and tomorrow, digital is ubiquitous and invisible.

Like cash or debit cards or other technological advances such as smartphones, people won't even have to think about it, they'll just accept that it's there and use it, Kim said.

"In the future, interactive content will be ubiquitous and invisible … and it will be infused in our daily lives even more than it already is," she said.

2. Today and tomorrow, information arrives before you seek it.

The future is predictive modeling and knowing what we need before we need it, she said, noting Amazon's Jeff Bezos' stated desire to be able to ship goods to people even before they click "buy" on the site.

3. Today and tomorrow, privacy is swapped for convenience.

"We leave digital footprints wherever we go," Kim said, and how many people will gladly give up their personal data (if it's protected) if it clearly helps them live healthier, happier, longer lives?

4. Today and tomorrow, digital content is a part of us.

"Wearable technology is Big Data's in," to consumers' lives, Kim said. What is the future of fitbits and smartwatches and whatever comes next?  

5. Today and tomorrow, digital content is immersive.

Content is more responsive; the screens are bigger. "It's all about the experience," Kim said. It's becoming more and more about having an engaging experience."

6. Today and tomorrow, the virtual is physical.

For instance, Kim mentioned, there is the Freeosk Kiosk that dispenses free samples with the swipe of a loyalty card, in a way turning the virtual (loyalty and customer data) into the physical (free stuff).

7. Today and Tomorrow, the audience holds the power.

"People are sick and tired of being spoon fed their media content," Kim said, noting that consumers want to have a say in the advertising they receive and how, whether by opting in or opting out of certain kinds or by showing their preferences. "When you put the power into the hands of the consumer your advertising is much more engaging."

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