Sector is poor at interaction, says Reactrix founder
A U.S. pioneer of interactive digital out-of-home has charged that a lack of interaction in most networks leaves consumers and advertisers cold.
Mike Schaiman, managing director and co-founder of Helios Interactive Technologies and previously one of the founders of Reactrix Systems, said: “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.
“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,” said Schaiman.
“To fully deliver on its promise, digital signage must become experiential and unforgettable.”
His firm, Helios, works with companies like Alioscopy, GestureTek and Total Immersion to create interactive out-of-home installations for clients including Best Buy, Mercedes-Benz and Sprint.
www.alioscopy.com
www.gesturetek.com
www.heliosinteractive.com
www.reactrix.com
www.t-immersion.com
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