Photo courtesy Intel
The opportunity has never been better, says chipmaker Intel, for banks to deploy in-branch digital signage networks to reach out to and connect with their customers with relevant, compelling marketing content.
Intel conducted a three-month study using anonymous video analytics and found digital signage captured, on average, more than 400 per cent more views than ‘static’ signs, such as printed posters.
Since most banks do not have the staff or expertise necessary to plan, design, troubleshoot, implement and maintain digital signage, however, the opportunity also stands to benefit outside providers of the technology, including sign shops.
Intel cites the example of Creative Realities, which has completed more than 15,000 digital signage installations in North America, Europe and Asia. The company co-ordinates hardware, software, content and system administration for in-branch digital signage networks around the world from one operations centre, which provides hosting on its servers and 24-7 monitoring. Within the U.S. alone, Creative Realities has operated screens for Bank of America, Fidelity Investments and Wells Fargo.
One way the company has been able to achieve this scale of work is by equipping its installations with optical sensors and software to anonymously gather data on audience age brackets, genders and dwell times. This data can then be used to automatically prompt the display of content targeted to the person in front of a particular screen, determine and favour the ‘best-scoring’ messages and correlate viewing data with in-branch sales to compute return on investment (ROI).
Creative Realities also offers the following tips for integrating digital signage in banks:
- Use information about traffic flow to inform sign placement and content. People move quickly through some areas and slow down and congregate in others, such as lineups for teller counters. These latter spaces are ‘hot zones’ for digital signage.
- Develop dynamic content instead of reposting static messages. This may seem obvious, but some banks today continue to simply reposition their poster images on screens. It is important to use the dynamic nature of the medium to draw people into the messaging.
- Use digital signage to direct customers. A kiosk or free-standing panels can channel people to one side of a bank branch. And screens on an end wall can entice them to move further into the branch for a better look.
