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Reactrix has plans to include interactive commercial transactions in the capabilities of its digital displays.
The company’s CEO, Mike Ribero, pointed to Bluetooth downloads offered currently by some out-of-home media companies as an explanation of how the technology may work. Ribero said Reactrix will add free digital downloads first and then move on to commercial transactions. In his vision, the displays would become the point of purchase.
The displays won’t end up being old-school kiosks, though. According to MediaPost, Ribero predicts a “convergence between media and commerce” in out-of-home digital advertising and that the commercial interactions will be blended seamlessly into the entertaining experience.
Reactrix’s interactive displays engage users in public spaces, such as movie theaters, with digital projections on floors and walls that respond to their movements. Ribero said that the displays helped achieved a 79 percent increase lift in a consumer’s willingness to recommend the brand or product to someone else.
Commercial transactions could be handled through a credit-card swipe or new technology that ties mobile devices to credit cards. Humans may accompany displays in certain retail environments.
Reactrix recently teamed with National CineMedia for interactive installations in the lobbies of movie theaters. The lobby network will feature digital video projections on floors and walls that respond to theatergoers’ movements; engaged passersby can experiment with controlling the display through different gestures tracked by motion sensors. National CineMedia’s affiliates include AMC, CineMark and Regal.
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