Article

John Ryan releases European financial digital signage survey

What are banks doing with digital signage? John Ryan surveyed 60 banks, representing over 44,000 branches in 23 countries, to find out.  

February 16, 2009

MINNEAPOLIS, Minn. — John Ryan, a financial retail marketing agency and a global provider of digital signage, recently commissioned a survey of more than 60 leading European and South African banks, which represent 44,000 branches across 23 countries to determine their interest in financial digital signage.

In the survey, marketing and retail executives from each bank were questioned in detail about the role of the branch, point-of-sale (P.O.S.) strategies and their experiences and attitudes about digital signage.

According to the survey results, digital signage is enjoying widespread acceptance, with eight out of 10 bank marketers expecting the use of digital signage to be widespread in the coming years. The survey also reveals that early adopters have learned some important lessons from their initial digital signage deployments.

The study had several objectives. One, to determine how European banks are using point-of-sale marketing techniques to achieve business objectives John Ryan also wanted to look at the role that digital marketing is playing today — and might play in the future. They also wanted to know the challenges and opportunities faced by those banks that have already deployed digital marketing solutions.

Here are some key findings from the study:

• Adoption of digital signage is skyrocketing. Eight out of 10 respondents expect its use to be widespread in the coming years.
• The majority of respondents have already piloted some form of digital signage. Of those, two out of three intend to roll out or are likely to roll out further in the network. The majority of those who have not yet piloted intend to do so in the next year.
• In the majority of cases, marketing departments were both the originators of the project and the area responsible for selecting the content management platform to be used within their bank.
• Early adopters encountered frustrations in three key areas:     - The ability to "feed the beast"— keep content fresh     - Garnering IT resource support     - Ease of message localization
• Pilot tests were an important source of learning, with numerous banks discovering new requirements in the course of carrying out pilots, especially the value of Web-accessible control tools and the need for message localization features in their content-management platforms.

Click to request the survey