Digital lobby sign: something to keep an eye on.

• Position: New Products

A new digital sign in the Lobby of the Bergen Commercial Bank, Hasbrouck Heights, N.J., can be programmed to automatically change and update content throughout the day. The signage is used about 50 percent of the time to promote community events. At other periods, the digital sign informs customers about new bank products.

Called BankVision, the system is offered by Captive Audience of Vernon, N.J., a digital technology company. The digital sign can broadcast both full-motion and full-color messages. Content can be programmed to target specific customer demographics during various times at different branches. Bank employees don't have to monitor or handle the system, which includes a 42-inch flat plasma screen. The vendor does all programming remotely. The system can be wall-mounted or furniture enclosed.

The mix of community-events and bank-product programming at Berger Commercial Bank helps to maintain the interest of customers. Last July, the bank promoted the town's annual fireworks display. The bank's regional manager, Vince Kane, helped coordinate the event. The bank was also one of the locations where people could buy tickets.

On Mondays during the summer, the sign system reminds customers about the farmer's market sponsored by the Local Chamber of Commerce. Throughout the school year, the sign congratulates winning teams; displays sporting schedules and showcases details for local plays, dinners and celebrations.

"The fire and ambulance departments are always looking for volunteers," says Kane. "But the town does...