Digital signage as an advertising tool aims to convey ideas, leave impressions and persuade an audience to take actions. Informative messages, extraordinary visual images and sound effects are used to catch the audience’s attention. As new technologies emerge, digital signage providers are currently playing with the idea of audience interaction and assessing its commercial potential.
Digital signage is increasingly integrated with interactive technology which can not only be used for advertising but also react to the trend of social, local and mobile (SoLoMo). Prevailing interactive technologies include anonymous video analysis, gesture recognition, touch screen, and smartphone integration.