3 Features Ad Agencies Should Look for When Selecting Touchscreen Software



Having the latest and greatest touch screen technology can make your client’s brand seem ahead of the curve. Sure, spectacular, multi-touch video walls, monitors, and tables showcase a brand’s aesthetic and provide a compelling, visual experience. However, if you don’t have the right software to supplement the hardware, the ostentatious displays aren’t going to do your client much good.

Far too often, software is costly and overcomplicated. To find the right fit for your agency, consider these essential features when shopping around for your comprehensive touch screen strategy.

1. Able to Relate Your Ever-changing Brand Story

Much like traditional advertising efforts, a touch screen campaign is centered on a common theme and is directed at a particular segment of your client’s target population. When executed successfully, digital signage should emulate a brand’s overarching feel and message and should serve as an extension of other media efforts.

With this in mind, touch screen software should feature effective information architecture that engages your client’s customers. It should also add depth and emotional value to their interactive experiences. And it should be intuitive enough that the audience is able to sift through the information on their own. From the moment customers approach the screen, they should be able to confidently interact with the software and have a firm understanding of how to engage with your client’s brand.

Despite all the efforts you put in upfront, it can be assumed that content is going to change as new products and ideas evolve. Throughout these changes, it’s important for your client’s displays to stay current with relevant content. Choosing software you can update from anywhere, at any time, helps deploy scheduled changes.

2. Supports More Than One User at Any Given Time

Recent research has documented an emergence of the multi-screen world. According to Google, 90 percent of users "use multiple screens sequentially to accomplish a task over time," and "98 percent move between devices that same day." With this in mind, the best interactive software embeds with your visual interface to provide the entire audience with a one-of-a-kind user experience.

When setting up an interactive experience, you must ensure that a large amount of people can simultaneously use your digital signage software. Whether you’re implementing a video wall at an event or a native mobile app, your software must be able to handle a large volume of traffic while still providing customized experiences to every user.

3. Provides Analytics Capabilities

Software without analytics capabilities is like an advertising campaign without creativity. Sure, what appears on screen is a critical component of your campaign; however, what happens on the backend is equally important. And being able to capture relevant data about customer interactions with each screen helps evaluate whether the campaign is a success or failure.

Each client has unique goals and definitions of success that drive their branding efforts. So, whether you’re tracking revenue, form submissions, or user activity, make sure your chosen software can capture your client’s predetermined metrics. Therefore, while your touch screen software should be able to grab customers’ attention, engage them with immersive interactivity, and present relevant information, it should also be able to optimize your agency’s experience by monitoring data to suggest changes.

Choosing a software package that enables your teams to create, personalize, upload, and display content can be difficult. While templated software packages simplify the process, far too often, they are restrictive and limiting. On the other hand, other options require extensive design and coding skills. Software designed for those who seek freedom beyond restrictive templates as well as those who are also strapped for time and resources is a game changer.

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