NEW YORK: The digital signage industry’s foray into targeted retail marketing on handheld devices provides a potential model for Mobile DTV revenues. Digital signage specialists are already working out issues related to permission, ROI, near-field transmission, cellular coupons, even motion-detection to identify when someone’s shopping near a given display.
Laura Davis-Taylor is a consultant who provides an overview of what the digital-signage industry is up to in the retail space in this month’s issue of Digital Signage magazine. She notes that 22 million people were accessing the mobile Web daily last January--twice as many as in 2008--facilitating the acceptance of retail-specific handheld applications. While her overview focuses on proprietary in-store devices, the retail opportunities she describes are adaptable to the mobile DTV services currently being launched across the country.
“Unlike fixed screens, many mobile and handheld devices live alongside our bodies,” she writes. “The means that they can be very targeted to the location of the person carrying them. If that person gives the device permission to track them, they can also be the ‘ultimate’ shopper measurement device.”
Davis-Taylor’s insight is available in the digital edition of Digital Signage, a sister publication of Television Broadcast.
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