Minneapolis, February 24, 2009 - A new survey reveals that banks are adopting digital signage at a rapid pace, though many banks report difficulties keeping their signage content fresh and relevant.
The survey, conducted by the retail marketing agency John Ryan, included more than 60 leading European and South African banks, representing 44,000 branches across 23 countries.
In the survey, marketing and retail executives from each bank were questioned in detail about the role of the branch, point-of-sale strategies and their experiences and attitudes about digital signage. According to the survey results, digital signage is enjoying widespread acceptance, with 8 out of 10 bank marketers expecting the use of digital signage to become widespread in the coming years.
The survey also reveals that early adopters have learned some important lessons from their initial digital signage deployments. Nearly half of respondents reported frustration in being able to localize messages. Difficulty in “feeding the beast” - keeping content fresh and interesting - was also cited as a top challenge.
"We found that early adopters of digital signage are reporting difficulties in creating, localizing and managing content. They are finding that the very promise of this medium - the ability to target messaging to specific branches and screens- is far more laborious than was expected," said John Ryan Vice Chairman Bob Steele.
"These findings support our long-held belief that a sound messaging strategy, and the tools to execute it, are the keys to success," Steele added. "Every digital signage effort depends not only on hardware choices, but even more importantly on the “soft” aspects of the system," he said.
Survey goals
The purpose of the study was to determine:
* How European banks are using point-of-sale marketing techniques to achieve business objectives.
* The role that digital marketing is playing today - and might play in the future.
* The challenges and opportunities faced by those banks that have already deployed digital marketing solutions.
An executive summary of the survey results can be downloaded (registration required) at www.johnryan.com.
About John Ryan
With offices in the U.S., Europe and Asia, John Ryan is a retail marketing agency specializing in "Total Store Messaging" - a disciplined approach to making the most of customer communications. A leader in the application of multimedia and interactive technology to point-of-sale marketing, John Ryan operates some of the largest digital signage networks in the U.S. and Europe and has been recognized for its innovation with multiple POPAI, Digi and Fourth Screen awards. For additional information visit www.johnryan.com.
The survey, conducted by the retail marketing agency John Ryan, included more than 60 leading European and South African banks, representing 44,000 branches across 23 countries.
In the survey, marketing and retail executives from each bank were questioned in detail about the role of the branch, point-of-sale strategies and their experiences and attitudes about digital signage. According to the survey results, digital signage is enjoying widespread acceptance, with 8 out of 10 bank marketers expecting the use of digital signage to become widespread in the coming years.
The survey also reveals that early adopters have learned some important lessons from their initial digital signage deployments. Nearly half of respondents reported frustration in being able to localize messages. Difficulty in “feeding the beast” - keeping content fresh and interesting - was also cited as a top challenge.
"We found that early adopters of digital signage are reporting difficulties in creating, localizing and managing content. They are finding that the very promise of this medium - the ability to target messaging to specific branches and screens- is far more laborious than was expected," said John Ryan Vice Chairman Bob Steele.
"These findings support our long-held belief that a sound messaging strategy, and the tools to execute it, are the keys to success," Steele added. "Every digital signage effort depends not only on hardware choices, but even more importantly on the “soft” aspects of the system," he said.
Survey goals
The purpose of the study was to determine:
* How European banks are using point-of-sale marketing techniques to achieve business objectives.
* The role that digital marketing is playing today - and might play in the future.
* The challenges and opportunities faced by those banks that have already deployed digital marketing solutions.
An executive summary of the survey results can be downloaded (registration required) at www.johnryan.com.
About John Ryan
With offices in the U.S., Europe and Asia, John Ryan is a retail marketing agency specializing in "Total Store Messaging" - a disciplined approach to making the most of customer communications. A leader in the application of multimedia and interactive technology to point-of-sale marketing, John Ryan operates some of the largest digital signage networks in the U.S. and Europe and has been recognized for its innovation with multiple POPAI, Digi and Fourth Screen awards. For additional information visit www.johnryan.com.