Digital signage both popular and challenging for banks

by all | 7 November 2013 8:30 am

The adoption of digital signage technologies is skyrocketing at retail banks, both in Canada and around the world, but has also entailed frustrating day-to-day challenges, according to a new report from JohnRyan, a retail marketing company.

JohnRyan surveyed executives from 204 banks in North America, Europe and Australia. Nearly 60 per cent of the respondents said they have either tested or fully deployed digital signage in their branches, while an additional 20 per cent said they plan to do so within the next one to two years.

The report points out this trend is consistent with the increasing use of bank branches as marketing channels, as 66 per cent of survey respondents said they will either maintain or increase their spending on point-of-sale (POS) advertising.

While nearly 60 per cent said they consider digital signage to be of ‘high’ or ‘very high’ importance, however, more than half said they have been only moderately satisfied with their deployments to date. They cited such frustrations as the inability to ‘feed the beast’ on an ongoing basis with new content, unexpected workloads and information technology (IT) challenges. In fact, the percentage of bank representatives reporting issues with the cost of content creation and the ease of use of content management systems (CMSs) increased over JohnRyan’s previous annual survey.

Perhaps as a consequence, this year’s survey results also suggest bank executives are looking for turnkey support for their digital signage networks. The number one criterion cited by respondents for selecting a digital signage partner was the ability to provide end-to-end deployment and management support, trumping both knowledge of the banking industry and even technical know-how.

Source URL: https://www.signmedia.ca/digital-signage-both-popular-and-challenging-for-banks/

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