The most recent publication from the American Banking Association's "Marketing Journal" included an interesting article from the highly regarded Platt Institute about the use of digital signage within a branch.
The article itself lacked in specific measurements but was quite informative about the method which financial institutions should employ as they consider the implementation of a digital signage network. For those (like me) that have experience working with financial institutions the emphasis on method rather than hard numbers will not be a suprise. As the article suggests, each instution needs to develop their own specific agenda and execute their digital signage initiative according to that plan.
With the above said, I hope the next article published by the ABA in conjunction with the Platt Institute will have gone through the motions with several institutions on method and measurement. Although it is certainly a challenge to generate solid numbers from an industry that does it's best to sell "relationship" and not "product" like banks, I hope that as time passes the real numbers will start to graduate into the public forum.
You can find the ABA article here
