In a hyper connected world, consumers are constantly looking for the next level of interaction. A growing number of advertisers are seizing this opportunity to adopt entertaining and engaging strategies via interactive technologies, mobile and social media platforms.  

Based on Kinetic case studies and research, this presentation looks at how advertisers have done this to date through Digital OOH, and how this might evolve over the next few years.  It will explore receptivity to a range of interactive techniques including touch, camera-based and mobile, and ask what this might mean for brands in the future.

Learning Outcomes:

This presentation will identify how advertisers are using interactive technologies within their OOH communication to enhance consumer experience. It will also give insight into which interactive routes and experiences work best and are most accessible to audiences.

Carolyn Nugent, UK Head of Digital, Kinetic Worldwide   

This demo focused presentation will take an amusing look at the past and take an impressive look at some of the best interactive kiosk systems being built today and the solutions we can expect in the immediate future and beyond.

A reinvigorated focus on user experience with usable and enticing software has created even greater opportunities for the creation of awesome interactive screen and active digital signage solutions.  When you couple that with the advent of multi touch capable hardware at consumer prices and the high level software APIs to leverage multi-touch capabilities, we have the start of the new age of software focused on the Natural User Experience (NUI) because we can get cutting edge systems to market more quickly and inexpensively.   NUI applications manifest in “new” platforms that span small devices like smart phones to 80” HD screens with high fidelity of touch and beyond.  And all can integrate innovative technical capabilities like Cloud Computing.

NUI is more than just multi-touch. NUI is also gesture-based interfaces using the Microsoft Kinect tracking full body movement, facial expressions, and voice recognition with precision.  And within the decade NUI will be Neural based interfaces (both conscience and non-conscience).  This keynote will demonstrate how NUI enabled applications can be used in interactive kiosk and active digital signage solutions to improve the communication, education, collaboration, and experience overall across the digital signage and advertising continuum now and into the future. 

The concepts of NUI change the way we design and build interactive screen solutions

Technology advances in Multi-touch, gesture and cloud make screen solutions elegant, easy to use, scalable and powerful

Demo real applications on multiple platforms (screens, smartphones, slates, tablets) to stimulate ideas on what can be done in this next generation of digital screen solutions; provide guidance on usability, and demonstrate real solutions and future solutions in prototype phase.

Learning Outcomes:

I. Multi-touch, vector graphics, large form factor hotel and retail Kiosk, POP, and Digital Signage implementations
II. Loyalty program integration
III. Physical object recognition and integration
IV. Triangulation of consumer physical location, contextual and location based digital couponing
V. “Moving” the kiosk from the screen to the smartphone
VI. “Attract Mode” innovations including 3D attract mode screens (without glasses)
VII. Gesture & Voice interfaces with Microsoft Kinect

Tim Huckaby, Founder and Chairman, InterKnowlogy and Actus Interactive Software   

Today, digital signage is the 2nd most popular form of media behind TV, maintains the 2nd highest exposure and is the fastest growing form of media – quite an accomplishment for an emerging media channel. 

But, to really understand the success digital signage is enjoying, we will look at the premier “branded interactive experiences” currently setting the pace of innovation in the industry. 

We will look at how integration of digital signage technology with social media and mobile devices is effectively enabling interactive omnichannel marketing strategies that bring together the Brand’s assets with technology to engage and influence shoppers across all Retail touch points. 

As a result, instead of looking at each platform and channel separately, we will look at how brands are able to take a holistic approach from the start.

Jose A. Avalos, Retail & Digital Signage Director, Intel    

This speaker replaced Paul Skeldon.

Dr Brian Weeks, Managing Director, Interactive Product Solutions

Augmented Reality experiences are able to catch consumer’s interest right from the street into the outlet. This presentation will look at how Augmented Reality is used in retail store fronts and in malls to generate interest and response in order to convert viewers into customers with references to Louis Vuitton, Tesco, Smartbox, Orange and Hugo Boss.

1) Interactive Shop Windows

You are walking along the street, glancing at window displays. In front of a fashion store, you are given a printed card by a shop assistant. You pick up the card and place it in front of a screen in the window display and this is when your interactive experience begins. The screen starts revealing a story in which you can interact by simply moving your card, messages appear, your personal fashion show revealed, and that very same card can then be used for you to discover more attractive promotional experience inside the shop.

This is how shopping in the high street becomes techno and a lot more interesting. With scenarios aimed at adults and teenagers, the surprise interactive effect brought by Augmented Reality leads to a whole new meaning to window shopping. This forward concept is an instant win to convert passers-by into potential in-store customers.

This is a proven innovative way to attract consumers inside your shop using Augmented Reality. This concept magnetizes passers-by using a simple printed card and a pre-defined scenario. The person is amazed, amused by the sudden experience and prompted to enter your premises, therefore increasing the number of walking-in potential customers.

2) Shopping Mall Entertainment

Augmented Reality on Giant Screens is definitively a big hit! From Dance Mob to Immersive Brand Experiences, it’s a new collective ways to entrain and engage consumers and guests. What are the secrets behind creating a successful campaign?
The presentation will include live demos and video showcase of the best 2011 AR executions in digital out of home from interactive shop windows installations to shopping mall entertainment on giant screens: Louis Vuitton, Tesco, Smartbox, Orange, Hugo Boss and much more.

• Understand basics of Augmented Reality Technologies
• Understand what the technology benefits are for retailers.
• Understand the benefits for consumers.

Kamal Rassool, Head of Total Immersion UK