Digital signage as an advertising tool aims to convey ideas, leave impressions and persuade an audience to take actions. As new technologies emerge, digital signage providers are currently playing with the idea of audience interaction to regain the audience's attention.

Prevailing interactive technologies include anonymous video analysis, gesture recognition, touch screen, and smartphone integration. Digital signage integrated with interactive technologies can provide more information to both viewers and advertisers; it also stands for fun and satisfies individual needs for information; and therefore it increases display effectiveness, enhances viewer experiences and has a better chance to leave impressions and to elicit purchase. Interactive digital signage can not only be used for advertising but also react to the trend of social, local and mobile (SoLoMo). Download to view the full content.