With more brands and marketers turning to digital signage to communicate with consumers, Rob Fletcher picks out some examples of how interactivity with these displays can create an even stronger connection with passers-by.
Capturing the attention of the modern consumer is no easy task. Brands and marketers are having to come up with innovative new ways to connect with the public, with one of the most successful methods in recent years being digital signage with an interactive edge.
The draw of being invited to interact with a digital display is often too much to ignore for consumers, while the likelihood of sharing images or videos of the interactive screen with friends and family online further increases the value of such installations. This could be something as simple as scanning a QR code or a much more significant interaction, such as changing the image on the display itself.
In this feature, we take a look at some of the ways digital signage is being used to not only capture consumers’ attention but interacting with them in a way that benefits the brand or company featured in the display.
The evolution of technology within the digital signage space has helped open doors to all manner of interactive projects and campaigns. Shortly after the turn of the year, Sony Professional Displays and Solutions and Ameria announced a new collaboration, focused on interactivity with digital displays.
Ameria’s StarKit, a new, intuitive, latency-free gesture control and content-management solution, has been designed to unlock the potential of immersive 3D visualisation on Sony’s Spatial Reality Display (SRD), a glasses-free 3D display that delivers ultra-realistic visuals for use in professional settings.
The innovation has been designed around three key components: gesture control, hardware and modular software platform. The system features two integrated Intel RealSense sensors positioned within a mount, aligned with Sony’s SRD, enabling plug-and-play installation. The two sensors track hand movement in real time and allow users to interact with 3D content without having to touch the screen, which Sony and America said create an “intuitive and engaging experience” that is ideal for customer-facing environments.
“At a time when brands are looking for richer customer experiences and greater operational efficiency, this collaboration delivers a truly unique proposition,” said Rik Willemse, head of professional displays and solutions at Sony Europe. “SRD already sets the benchmark for high-quality glasses-free 3D. Paired with Ameria’s gesture-control and content-management capabilities, it opens the door to real-world applications that previously required complex, bespoke setups.
“We are confident that together we can launch a genuine game changer that will transform how we work and interact in 3D, as well as how we present products, while also making the process more efficient, effective and sustainable.”
While many brands seek to win the business of consumers, charities have also turned to interactive digital signage as a way of spreading their own messages. UK charity Prost8 and Manchester-based agency TBWA\MCR teamed up with Ocean Outdoor on a campaign that raised awareness of prostate cancer and encouraged men to get tested.
This March, consumers in several UK locations will be invited to play a game on digital billboards called ‘Dodge the Finger’, where they can control an on-screen, digital posterior using their own body – and Ocean Outdoor’s skeletal tracking technology – to avoid a virtual finger. Players can collect peaches along the way, with each peach revealing facts about prostate cancer. After the game finishes, built-in scanning technology will take a photo of the player, and their name will be added to a high-score leaderboard.
“Challenging misconceptions about prostate checks will save lives, and this level of media exposure means the impact will be enormous; using humour in these big spots gives us a powerful way to connect with the blokes who need to hear this message,” said Glenn Scholefield, senior copywriter at TBWA\MCR, and Tom Holmes, senior art director at TBWA\MCR.
Helen Haines, director of strategic projects at Ocean Group, added: “A cancer that doesn’t get the attention it needs, matched with an idea that delivers attention at an unprecedented level. Great DOOH. All you need is an idea.”
From someone who is braving the London Marathon this year, this writer knows all too well about the aches and pains associated with running! US pain relief brand Goody’s ran a clever activation at the Knoxville Marathon last year, encouraging runners to smile when they ran past and appeared on a giant screen mid-race.
‘Smile 20’, named as such to mark 20 years of the Goody’s brand, was strategically placed at the 20-mile mark. According to Goody’s, it is at this point of a marathon when the body’s glycogen stores start to deplete, and runners’ endurance hits a metaphorical wall.
Runners were photographed as they approached the milestone, only to turn a corner and see their faces displayed in real-time on a giant digital screen with an AI-powered smile filter stuck in a toothy grin. Such was the impact of this that, according to the brand, pace tracking on Goody’s runners showed an increase in their speed after passing the activation point.
“We’re all about helping people fight pain when they need it most, and no one needs it more than a marathoner,” said Frank Paukowits, vice president of marketing at Prestige Consumer Healthcare. “Beyond pain relief during their recovery, we want to show up for this audience with science and creativity. Smile 20 is our way of helping these runners keep going despite the pain, and after the race, when next-level marathon soreness hits, Goody’s will be right there as part of their recovery regimen to get them back to good.”
These are just some examples of interactive campaigns made possible with digital signage, with new technology, such as the solution being rolled out by Sony and Ameria, showing that there is plenty still to come from this market, offering even more food for thought to brands and marketers.
Those keen to learn more about the latest advancements can do so at the European Sign Expo 2026. Taking place alongside the FESPA Global Print Expo 2026, the event will allow visitors to meet with leading exhibitors from across the non-printed signage, including experts in channel lettering, dimensional signage, digital displays, architectural and illuminated signage. Both events will run at Fira Barcelona from 19-22 May.
Visitors can purchase super early bird tickets for €30 until 23 March by using the code FESG601.
At European Sign Expo 2026, you'll experience the full spectrum of non-printed signage - from channel lettering, dimensional signage, and digital displays to architectural and illuminated signage. Whether you're a signage producer, installer, brand owner, or designer, this is your opportunity to explore cutting-edge solutions that shape spaces and drive engagement. Visitors can purchase super early bird tickets for €30 until 23 March by using the code FESG601.