This division reflects the character of the display format we work with. At the same time, those two approaches correspond to the need to increase the duration of the interaction between the user and the content on the screens.
The difference is that active mechanisms have a much bigger impact on sentiment and loyalty, which are formed between the user and the company that supplies the Content.
Moreover, immersive active mechanisms requiring involvement from the customer capture their attention, trigger their interest, and turns waiting in a line into a pleasant experience. According to industry experts, to a customer whose attention is held by the digital media, ten minutes spent queuing will seem like five.