Interaktive Digital Signage im FH OÖ DigiSpace

Abstract

It is becoming increasingly difficult for companies to attract the attention of consumers. Interactive digital signage, in other words electronic signs, offers the opportunity to present dynamic, targeted and interactive content through displays. Digital signage enables companies to effectively address customers at different locations, such as museums, bus stops or shopping centres. In addition, the use of such a system can strengthen brand loyalty and increase advertising impact. Despite the widespread use of digital signage, there is a lack of comprehensive knowledge about its potential and challenges, particularly with regard to interactive approaches. This thesis therefore analyses the contribution of interactive digital signage in marketing and examines its practical feasibility at the University of Applied Sciences Upper Austria DigiSpace. This paper shows that interactive digital signage is a versatile marketing tool that can improve customer engagement through personalised content, real-time updates and bidirectional communication. However, the challenges of such a system include technical complexity, organisational coordination within the company and ensuring user-friendliness. The prototype developed confirms the implementation of interactive digital signage in an educational context by enabling intuitive, gamified interaction, although there is potential for optimisation such as faster data delivery. The results provide a basis for future research, in particular on the use of artificial intelligence and long-term effects on consumer behaviour, as well as for the further development of the prototype through additional forms of interaction such as gesture control. The work is based on a comprehensive literature analysis focussing on the role of digital signage in marketing, user interaction possibilities, framework conditions and integration challenges. In addition, the feasibility of interactive digital signage at the University of Applied Sciences Upper Austria DigiSpace is analysed by creating an HTML5 app prototype. The prototype uses the Sklera and iMotions software to control a game using facial expressions and was tested in a realistic environment.

Date of Award	2025
Original language	German (Austria)
Supervisor	Gerold Wagner (Supervisor)