This integration with mobile devices can be taken one step further by including QR codes on existing static or digital advertising, driving more users to the airport websites or the airport partners app. Due to its wide adoption rate, and the level of service it can provide, mobile should be included in a fully developed digital signage program.
The integration of the information provided to the passenger in a terminal environment can be taken even one step further with Interactive Digital Signage (Interactive Kiosks). Like mobile, Interactive Kiosks have the benefit of allowing the user to choose what information is displayed at any given time. Unlike mobile, the interactive kiosks are static in the facility; the information can be presented in a large format; can be accessed directly by the users of a facility; can push the information to the passenger, either through print or to their mobile device; and Interactive Kiosks can even provide a connection to social media.
In 2012 at Port Columbus International Airport, two versions of interactive kiosks were installed. The first installation was completed by Clear Channel Airports as a replacement of their existing digital courtesy phone board. These new kiosks provided bright, responsive ads for hotels, ground transportation, and other local amenities and attractions.
Like Clear Channel Airports’ previous phone boards, these interactive kiosks contained detailed information on each paying client. Unlike the previous boards, upon request, these new kiosks included a “text to phone” feature to replace legacy printers. This new level of integration provided an added benefit to the passenger by allowing them to easily access the information from their mobile device.
The second installation of interactive digital kiosks at Port Columbus International Airport was managed directly by the Columbus Regional Airport Authority. These most recent Interactive Kiosks were replacements of static information directories, and installation was completed in late 2012.
While specifics of the interactive kiosks will be covered in detail in a future feature article, they do represent a complete integration of all the elements found in the other signage in the terminal. Wayfinding is provided through a digital map, but unlike static signs it also includes graphically detailed directions and estimated walking times to the locations chosen by the user. Checkpoint information, weather, advertising elements, and terminal concession marketing is all available in an easily navigable interactive format.
This level of choice also allows each user to select from several languages to help our increasingly diverse traveling population find the needed information. Additionally, most of the key information on the kiosk can be printed from the kiosk or sent directly to the user's mobile device by scanning a QR code directly from the screen.
Finally, users of the Interactive Kiosk are able to utilize a “photo and frame” feature built into the kiosk to take a photo of themselves, and either email that photo, or load the photo directly to their phone for easy upload to their social media application of choice.
Like other areas of an airport, balance and attention to each element of a digital signage program will maximize information flow to those who use our airports. Digital signage plays an important role in helping the facility owner connect with the passenger (or other user of the facility) to the information they need, when, where, and in the format needed.
Author David Saleme, a DSE Advisory Board Member, will be co-presenting "Mobile Technology & Its Implications for Digital Signage," at Digital Signage Expo 2013 in Las Vegas on Tuesday, February 26, 1:30-5pm.
For more information about DSE or to register to join this or any other seminar and learn more about digital signage, go to www.DSEnow.com."