Digital signage shifts to the cloud.

AuthorSnyder, Dan
PositionDIGITAL MARKETING

WHAT ROLE CAN DIGITAL SIGNAGE, a core component of many banks' in-branch marketing strategy, play in helping institutions cope with the unrelenting pressure on their bottom lines? Actually, quite a lot. The way that digital signage is implemented and managed is undergoing a dramatic transformation that gives bank marketers more capabilities, makes their jobs easier and helps them to fulfill the mandate to do more with less.

Let's begin by discussing the "less" part of the equation. Despite its advan-tages--better speed-to-market, lower cost to produce, target-marketing versatility and centralized control--many smaller institutions have been slow to adopt digital signage, and many larger institutions have not fully rolled it out to all their branches. Why?

Because, until recently, digital signage has been a hardware-intensive, systems-oriented, infrastructure-dependent proposition with front-loaded expense in terms of equipment and software, time-consuming IT involvement, complicated installation and specialized field support. The good news is that's no longer the case.

Hardware expense no longer an issue

The new generation of digital signage virtLially eliminates hardware expense, has few if any infrastructure requirements, features. simple "plug-in" installation and makes few demands on the time and involvement of IT staff. Now, all that banks need in order to deploy high-definition, fully dynamic video of exceptional quality is a solid-state digital signage receiver that fits in the palm of the hand and connects wirelessly to the cloud, where all the power of digital signage has been shifted.

This leaner, cloud-based solution can make budgets go further by delivering digital signage services to the same number of offices for less cost--or by using the same budget dollars to deliver service to more locations. And, for institutions with current digital signage systems that may be looking at thousands of dollars in upgrades due to expired Windows XP support or to simple obsolescence, cloud-based products provide an alternative.

Along with minimized equipment expense...

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