Digital signage: What makes it work for your customers?

AuthorSnyder, Dan
PositionDIGITAL MARKETING

WHEN YOU TURN ON YOUR HOME TV, do you give much thought to how it works? Do you really care? Now, how much do you care about what you're watching? Probably a lot. We respond to great programming, and we don't really care how it gets on our screens. This applies to digital signage too.

Among the biggest misconceptions about purchasing digital signage is that it's primarily a technology decision. Of course, your system must have advanced capabilities and be highly reliable, but as far as your customers are concerned, the technology couldn't matter less. Just like you, when they see a TV, all they really care about is that there's something worth watching.

Another misconception is that the programming should be devoted solely to advertising. After all, your customers are a captive audience and your ads will look great, support your brand and promote your products. However, would you go home and turn on your TV and watch nothing but ads? Of course not. And neither will the customers in your branch. When they're at the teller or other service area, customers may glance at your screens, but they'll invest very little of their visit paying attention to your messages unless they receive something they value in return for their time.

The essential truth about digital signage for banks is that what your customers expect of digital signage is no different than what they expect of watching TV at home. What makes it work for them is not the technology or the advertising, but value-added programming that rewards their time and attention with current information that they find interesting, meaningful and informative.

What makes a successful application?

A digital signage content stratvgy should focus on delivering immediate value to the viewer, integrating advertising in a way that ensures multiple message exposures and building viewer loyalty that makes participation a habitual value-added part of the customer's banking experience. While other options have been tried, the most successful approach leverages high-quality, real-time news and information programming that's...

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