DOOH pioneer calls on the industry to get interactive

According to Screens.tv, digital out-of-home pioneer Mike Schaiman — managing director and co-founder of Helios Interactive Technologies and previously one of the founders of Reactrix Systems — recently called on the digital signage industry to become more interactive.

"People don't leave their homes to watch TV on some street corner. What is initially captivating about digital signage – motion, colour, movement – can quickly become commonplace, as the technology spreads. The fact is, consumers aren't engaged and advertisers really aren't believers – yet," Schaiman said, according to the site. "The industry needs to leapfrog one-way communications to something more interactive. Just consider the success of the iPhone, iTouch and iPad in bringing an interactive experience to millions of people, and think about bringing that level of involvement to the digital-signage industry."