Pinpoint ‘Flickr sound’ raises awareness of digital signage ads

Digital signage functions as an electronic bulletin board, displaying a variety of information, including advertisements. However, with the flood of visual information, such signage often gets lost in the clutter, making it difficult for people to notice it – a phenomenon known as “display blindness”.

One possible solution is to incorporate sound into the signage. However, if the sound reaches people far away from the signage or people who do not see it, it can create an intrusive noise, disrupting the comfort of the venue. Thus, a balance must be struck between raising awareness and maintaining spatial comfort.

Addressing this issue of display blindness and the need for spatial comfort, researchers have proposed a “pinpoint flicker sound” system for digital signage. The system plays a brief, targeted sound to alert passers-by of the signage to its presence. Thereafter, the sound will only be heard by those actively viewing the signage.

The system was tested on 33 participants in a simulated store environment. The results indicated that the pinpoint flickering sound encouraged participants to pay more attention to the signage, and they looked at it for longer. Importantly, viewers were less likely to perceive the sound as noise, which suggests that the system managed to maintain a comfortable spatial environment.

In conclusion, the Pinpoint Flickr sound system not only increased awareness of signage advertisements but also preserved the comfort of the space. Thus, it is promising for the future of spatial sound design. This not only benefits advertisers and signage users, but also ensures a comfortable environment for all in public places.

This study is published in the journal IEEE Access,