Digital signage is a great way to let people see information as they sit, stand, or walk by, far better than printed signage. But even so, there’s a lot that digital signage by itself can’t do. For example:

• Following up with more information — the equivalent of a Web click-here. Digital signage can’t always display complete information on an item or topic — and doesn’t on its own know whether a viewer wants more.
• Getting information “to go.” Not everybody carries around a pen and paper to scribble down a URL, phone number or address, and often, the info they want is too long, like directions, or graphical, like a map or a coupon.
• Personalized information. Digital signage lets organizations display changing information, which can be targeted to a mix of audiences. But unless you’re trying to reach a specific individual (for example, displaying “Paging Doctor Hackenbush, please call…”) digital signage content remains group-oriented.

Basically, today’s digital signage is active — but not always interactive. To do any of these, or other “conversations” with digital signage and the associated content management systems and websites, viewers need to be able to interact with the signage, or the signage content.

“We can only stuff so much limited and scant information on a single page in our loop of information on the digital signage monitors,” says Spencer Graham, manager of Operations of the West Virginia University Information Stations. “But when we can augment that brief

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