Digital Signage for Banks

I spent the day with one of our current digital signage customers who's looking to expand their network to help with a new internal branding campaign.

First, I love going behind the lines (so to speak) and seeing how our clients are using all sorts of measures to improve communication with employees.

Second, I love when they use digital signage to do it.

There divisions and lines of business have gone through some recent shuffling and they are banking on digital signage to help them through the transitions.

One of the features they love about MediaTile's approach is MediaCast, our digital signage software. Because it is entirely web-based, they can now give more people access to contribute content to the network. And with Composer, our embedded content creation tool, they can now take advantage of flash templates so that content contributors can focus on the message and not the

There's not a lot of readily available research being done in corporate communications so I take what I learn from the retail world and apply it.

At last week's Digital Signage Contest Strategies Summit in Las Vegas, I had the chance to hear Michael Twitty, Director of Shopper Insights for Unilever Americas, discuss the pros and cons of signage placement in retail stores. His focus, given that he works for Unilever, is primarily on consumer packaged goods (he called them CPGs - I had to look it up) but the advice he had is sound no matter what the installation is.

He said that in somewhat tight environments, you shouldn't put anything below somebody's waist or above their eyes if you want them to notice your message. This includes digital signage.

Now clearly there are times in the corporate communications world where you will want to put screens up high for "the world" to notice, but I do screens in break areas, elevator banks, lobbies, etc. that are put way up high and in the corner. I did it. It seems like a good place.

I fall victim to this at home. Whenever I hang a picture, I always put it up too high (I'm 6'4"). It's eye level for me. . . but not for many others.

So when you look at what the retail world is doing and they have revenue and profits tied to proper placement, don't you think corporate communicators should take heed? Placement may not be as important as content but it's still very important to get it right.

Michael Twitty knows what he's talking about.

And I learned it all from my online mistress. . . Twitter. 

I didn't get into Vegas until mid-day yesterday and didn't attend any of the Tuesday Digital Signage Expo events. But thanks to Twitter and those who did tweeted their comments, I followed the #dse2010 hash tag to see what was going on.

So without further delay, here's some of the best advice I've ever read on digital signage content...


This fantastic nugget was delivered by Jason Kates of Argo Digital Solutions as part of Tuesday's activities. What's great about the advice, beyond its simplicity, is that applies to every application of digital signage. I don't care if you're installing it to help out with employee communications, upgrading menu boards for a restaurant, installing signage into banks to advertise to customers, or it's a purely ad-based network.

The philosophy works. It doesn't matter what type of network you operate. If your audience is on the go, keep your content still. If your audience is still, make your content move. I'm now going to share this with even my existing clients because I think it helps cement with people what they need to focus on when it comes to digital signage content.

And at the end of the day, that's simply what matters most. The hardware is important. And so is the software. But if people and clients don't know what to do with content, we're in trouble.

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As the Expo goes on, I'll provide updates through the event. I do recommend following the #dse2010 hash tag on Twitter, as well as the official @DSExpo account. (And it would mean a lot to me if you followed @MediaTile, too.)

We've seen Americans respond in positive and dramatic ways to help Haiti and her people attempt to recover from the devastating earthquakes. And getting the word out more and more only helps.

Through a partnership between the Ad Council and MediaTile, PSACasting.org has three different Hatian relief PSAs that are available to download for any digital signage network.

It's important to note that you do not need to be a MediaTile customer to take advantage of these PSAs or others provided by the Ad Council. You just need to log in or sign up on PSACasting.org to download the videos.

So whether you're running a digital out-of-home network in retail, banks or for employee communications, please consider downloading these important PSAs and adding them to your content playlists.

Today's guest entry is contributed by Pegi Patwardhan.

(Pegi started as an advertising executive in 1998 at a b2b technology agency, responsible for all media used in the marketing mix (online, email marketing, direct mail, magazine, events).  Her focus has always been finding ways to shorten the sales cycle for her clients - and has found MediaTile an excellent vehicle for making that happen.)

Banking and digital signage together makes sense.  Customers have a need to know and
learn about their finances. The bank team needs to have current information.
MediaTile has recently added another chain of banks to its list of happy clients.   (Due to  confidentiality agreements, I can't name the bank yet).

What I can talk about is why they chose to go with MediaTile.  Corporate headquarters was looking for a way to deliver specific, targeted messaging to each of its branches, while maintaining consistency in its branding effort.  They also wanted to offer their customers more of a professional experience. Multiple POP displays and printed materials were cluttering branch lobbies and surfaces; by switching to MediaTile, they were able to update their lobby with a sleek and professional, modern look.

Overwhelmingly, banks cite their concern for security as the number one reason not to use digital signage in their facilities. The security of the bank's network is paramount.  However, MediaTile's built-in cellular networking feature eliminates the need to tie into any on-site infrastructure, insulating the signage network from sensitive customer data.

What can digital signage bring to banks?  It can personalize and support core knowledge for everyone who visits.  With MediaTile, banks can also educate customers on their other products and service offerings in a fresh and enticing way. It can offer relevant and timely advice.  It can reassure everyone, with up to the minute information.  That is the service, the value and the purpose of digital signage.

Here's this week's rundown...

Monday, April 20
Maximize the impact of your digital signage with ROM
Whether you're looking to install a network for corporate communications, banking, or even retail, you're expected (and likely want) to maximize the impact of your digital signage network. With the industry still in its infancy, there are still questions to be answered. This is what MediaTile's ROM (Return on Message) is all about.

Tuesday, April 21
Are you a communications rock star?
With the onslaught of social media in corporations, communicators are now hosting their own podcasts and producing their own videos where they are the stars. Take advantage of the latest technology, like to raise your rock star status.

Wednesday, April 22
Happy Earth Day
Unfortunately though, employee communication routinely is not a very eco-friendly practice. Communicators are constantly printing newsletters, flyers and banners to get their messages out there. And while there's not wrong communication-wise with this behavior, it's certainly not very "green."

Thursday, April 23
Black is the new green
With MediaTile's digital signage software, you can schedule to have your screens turn off once your coworkers leave and then turn back on at the designated time. And if no one is around on the weekends, keep them off then, too.

Whether you're looking to install a network for corporate communications, banking, or even retail, you're expected (and likely want) to maximize the impact of your digital signage network. With the industry still in its infancy, there are still questions to be answered:

• How do you effectively measure and predict impact?
• How do you plan and optimize to achieve a desired result?
• What needs to be included in creative specifically produced for digital signage?

This is what MediaTile's ROM (Return on Message) is all about. ROM utilizes a seven-vector methodology based on digital signage best practices, established by the independent Digital Signage Association. The seven vectors are:

1. Content
2. Relevancy
3. Interaction
4. Schedule
5. Placement
6. Refresh
7. Attraction

These are all key elements to any successful digital signage. The holistic evaluation allows network owners to see where their strengths are but also where improvements need to be made. It's certainly not a tool to rank networks or to determine whose network is best, but more to provide a proper evaluation of each network so that owners can maximize its effectiveness.

I really think this is huge for employee communications. It's always been a challenge to provide data points to what we do. ROM provides that in a big way.

As I have mentioned on this blog several times and other digital signage enthusiasts continue to enforce, digital signage content will ultimately determine the success of your network.

The hardware is important, but even the most expensive network will die out if the content stinks. You absolutely must capture your audience's attention and/or be a network they rely on for information. Plus, if your content appears out of date, it sends a bad message to the very groups you're reaching out to.

This is one of the reasons MediaTile created Media-Moments. Media-Moments are a collection of high quality, pre-packaged flash and video treatments that provide viewers with entertaining content relevant to upcoming holidays, events, and seasons.

Each piece of Media-Moments content should be relevant no matter the purpose of your network, whether you use it for employee communications, retail, banking or even in schools and universities. The content provides a nice break from your traditional business communications that you're running.

Below is a video our Creative Services team created in advance of Easter. You can also check out other sample videos on MediaTile's YouTube channel.

Digital Signage Man of the Year, also known as MediaTile's Keith Kelsen, will not only be at GlobalShop 2009, he's participating on one panel (the first one listed below) and moderating another (the second) on Tuesday, March 24.

If you're attending this year's show or just happen to be in Vegas, I recommend swinging by the Sands Expo and listening in on Keith's sessions.

• Session DS-2
  Digital Signage Delivery: The Best Choice for Your Network
  9:45 a.m. – 10:30 a.m.
  Digital signage networks are popping up everywhere you go. Airports, malls, banks, bars and grocery stores are just a few of the places where content is delivered to capture the attention of the consumer. But every digital signage implementation is different, and is only as effective as the network that delivers the content. In some cases, the content may be able to be delivered and maintained through physical media, cellular broadband or terrestrial broadband, while other, more extensive networks require satellite network delivery. Which content delivery method would best fit your network? Find out here.
  
   
• Session DS-6
  Content Best Practices for Retail Digital Signage Networks
  2:45 p.m. – 3:30 p.m.
  This panel discussion will highlight how to create and schedule content to achieve the highest possible viewer impact, influence and response. Presented by the chair and members of the Digital Signage Association's Content Best Practices Committee, this presentation will provide attendees with the critical factors that ensure the ongoing and ultimate success of their in-store network. Key topic areas of this presentation include understanding environmental issues such as display placement, location and traffic; creating content that is relevant to viewers based on demographics, lifestyle and dwell time; structuring playlists to achieve maximum effect with loop times, day parts and update frequency; and adding elements that create additional viewer interest such as weather, news and subscription services.

For those especially interested in corporate communication networks, the first one about choosing the right network will be extremely insightful and valuable.

Guy Avital probably woke up on the morning of February 11 thinking it was going to be a good day. He was publishing an article on Digital Signage Expo's website about using content in multizone layouts. Sounds like a helpful article, no?

Little did he know that he would then be picked on the like the fat kid in dodgeball.

Two prominent figures in the industry (one I've met, one I haven't) pounced on his article. It's my position that they were a bit harsh on Guy. I think it's good to have healthy discussions and disagreements about the digital signage marketplace but I'm defending Guy a bit on this one. I understand where he's coming from. I don't think his tips are "truly awful" as one put it.

With multizone layouts, you have multiple pieces of content playing on a screen at the same time. So yes, it can get busy if it's not planned out correctly. Plus, the size of the screen should factor into decisions made over the use of certain layouts. You should treat a 19" screen much different than a 65".

And I think you treat employee communications networks much differently than you would in a bank or other retail environments. With employees, they are seeing the screens every day and know where to look for information. Take this screenshot for example:


When I managed my network, I used this layout. My main messages were in the top section (#1) and the bottom ticker (#2) was filled with stock price info, weather, and an RSS news feed. I was responsible for the top and the bottom mostly updated itself. For company info, employee looked to the top. For everything else, they looked at the bottom. Pretty simple.

MediaTile has another corporate communications customer who's using this layout:


In section #1, they are putting their main corporate messages. On the right side (#2), they are rotating between weather, their stock price and other financial data. The bottom ticker (#3) is reserved for quick text updates and RSS feeds.

There's nothing wrong with this because both organizations properly planned out their content and have stuck to the layouts. Employees know exactly where to look for the information they want.

I'm not sure if the two industry experts or even Guy has managed their own network, but I know in my experience a multizone layout done properly can be a huge benefit for internal communications. If you don't need multiple zones on a screen, don't do it. There's of course nothing wrong with displaying messages full screen. But if have the right content in the right place, I don't see any harm.

I sure hope Guy's mom doesn't Google his name.

In our seemingly never ending quest to review Tyler Durden's Rules of Innovation, today we come across rule #5:

• "You’re not your job. You’re not how much money you have in the bank. You’re not the car you drive. You’re not the contents of your wallet. You’re not your <expletive> khakis.”

Of course this "rule" extends far beyond your corporate communications duties, but often times we in fact are labeled by these duties. Many executive leaders do not see the value we bring to the table as internal communications leaders. And leaders are what we must become in this day and age.

It's time for corporate communicators not to be defined by their title but what they (we) contribute to an organization. It's time to be defined by accomplishments. It's time for us to create. Whether this is launching a new vehicle that redefines the practice, such as a digital signage network, or taking a spin on an existing vehicle that needs a refresh.

It's time to innovate. In employee communications, you innovate by engaging your workforce. This is your accomplishment. This is how you should be defined. You are not your job. You are a difference maker.

Chicago isn't exactly my most favorite city. . . especially once the thermometer dips below 32 degrees. But I'll be there the next few days to attend the fourth annual Building Your Digital Signage Business summit put on by the Strategy Institute.

Our very own Keith Kelsen, MediaTile's Executive Chairman, is chairing the event. Keith is still on his crusade for content so I'm hoping for some great conversation and discussion around the importance of it. No matter what the installation environment (corporate communications, retail, banking, etc.), we're all trying to do the same thing -- draw attention to the signage.

This year’s summit does not particularly cater toward internal communications applications though, but it should be valuable because many of the industry leaders presenting will address the impact of the weakened economy on the adoption and growth of digital signage in 2009

Maybe we'll see you there?