John Ryan recently commissioned a survey of more than 60 leading European and South African banks, which represent 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 (P.O.S.) 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 be widespread in the coming years. The survey also reveals that early adopters have learned some important lessons from their initial digital signage deployments.
About the survey
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.
Key findings:
- 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, 2 out of 3 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 and interesting
- 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
- The need for message localization features in their content-management platforms
Download an executive summary of John Ryan’s European Digital Signage Survey (registration required).
Photo credit: Christian Fleschhut
I think the survey is in sync with the digital signage software requirements you published. I wonder if banks raised any security issue. Most digital signage solutions out there are SAAS base only which require internet connection to the players. Did it raise any concern about third party access to the players?