Passive Versus Active Digital Signage

Digital signage has come a long way over the past few years. The technology that drives the network has grown by huge leaps (and continues to do so). When new customers express an interest in developing a signage network, they often think of the flashiest uses possible. They want to entertain and engage their visitors with a barrage of interactive elements. But, there are several factors that need to be addressed when choosing between passive and active digital signage. Not every circumstance is best-suited for one or the other. Below, we'll explain situations in which passive signage may be appropriate. Then, we'll describe a few benefits offered by active signage.

When Passive Signage Is Appropriate

Many business owners are unimpressed by passive signage. The lack of interaction seems disappointing. But, there are many reasons why a business owner may want to deploy a passive network. First, some objectives are better served with passive screens. For examp le, a network of screens within a fast food restaurant may only need to convey information such as combo meals, individual foods items, and prices. Similarly, a playhouse or museum may only need to let patrons know about upcoming shows or exhibits. Active signage can easily obfuscate the main message.

Also, there are times in which a message must be communicated to a large number of people at once. An interactive system (which must be placed at eye level) would prevent this from happening.

Benefits Of Active Signage

Of course, active signage offers benefits that a passive network cannot match. First, the ability to engage the visitor can't be underestimated. It gets them involved and can be instrumental in motivating them to purchase something before leaving the store. Second, it can increase brand awareness by informing visitors about certain products as a result of their choices.

For example, a ladies shoe store might use active signage that takes the visitor through a short series of screens, asking them questions along the way. Questions such as "What kind of wardrobe will you wear with your shoes?" can appear on the left side of the screen while choices appear on the right. Such interactivity can lead to the signage suggesting certain types of shoes that are in the store's inventory.

Active signage content has another major advantage over passive signage: the ability to measure impact. Measuring the results of a passive system is limited. Beyond estimations about how many people saw the content, what time they saw it, and its affect on in-store sales, passive systems do not allow much flexibility. By contrast, active systems can use robust software to track any number of variables.

For example, the effectiveness of a signage deployment that offers a 15% discount on a certain item in exchange for the visitor's email address can be tracked. Then, results of that content's deployment can b e measured to determine whether it was effective. Any number of customer interactions and impacts can be measured.

Active Or Passive?

Both types of signage have their uses in different situations. The type that your company deploys should depend upon its objective. That said, it is important to note that the cost to use an active system is much higher. The screens must be equipped for a touch interface. Also, the hardware that controls the interactive distribution of content must be more robust than the hardware used for a passive system. Finally, you will need to consider the expense and time involved with creating sophisticated interactive content.

The benefits of active digital signage are significant when the circumstances call for them. Review your project's goals to ensure that whichever type of system you choose, its functionality delivers the value you need.

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Four Winds Interactive is a leading provider of digital signage networks and software.