Digital signage works best in conjunction with other merchandising.

• Position: Marketing: News - Brief article

Digital signage is more successful when it is used in conjunction with other types of merchandising, according to a recent study by NewGround, St. Louis, Mo.

NewGround, which provides design/build and retail services for the financial services industry, conducted the study over a 60-day period with Desert Schools Federal Credit Union, Arizona. The study centered on the promotion of a children's educational savings program called Moonjar. A digital graphic promoting the children's program was designed to be inserted with the credit union's regular loop of digital message and a poster advertising the program was created to be displayed at teller stations.

The credit union provided 10 branches as a testing ground. Five branches were designated to advertise the program through digital signage only; four branches were assigned to promote the program through digital signage and merchandising; and one branch did not promote the...