From retail stores to big sports arenas, large format digital signage displays are popping up everywhere
The proliferation of this influential technology in banking, retail and other verticals has grown at a robust clip over the past several years with no signs of slowing down. As costs for direct-view LED display technology have moderated, large format displays have become even more appealing. In fact, the North American market for large format digital signage displays is expected to grow by 33% from 2022-2026, according to Technavio’s forecast and analysis. But how are these large format displays best used in financial services settings?
In-Branch Communications
Like many retail institutions, banks and credit unions have increasingly deployed these large format digital displays into their flagship branches and other key growth locations. Bank marketers and branch designers are adding this high-profile display technology into their new or remodeled branches to enhance brand experiences. From big-city flagships to key banking and commerce centers across the country, financial institutions are embracing these eye-catching large format digital displays, aimed at capturing passer-by attention as well as engaging customers inside the branch.
With rich potential to reach new customers, digital signage displays can extend and reinforce the brand and differentiate the institution from the competition across the street. When strategically deployed, a large direct-view LED display can extend the bank’s marketing messages beyond the branch’s front door and outside of business hours. But like any communication medium, it must be properly deployed. Too often banks underestimate these screens, using them only as design element. Further, not knowing how to maximize their in-branch marketing messaging, some financial brands simply fill the screens with the same content running on their smaller screens.
Branch Best Practices
With unique text, image and motion capabilities, large format displays should be customized with audience, dwell time and viewing distance – inside and outside the branch – in mind. Understanding that glass windows provide wide-lens visibility during off-hours, innovative branch designs are elevating these large format displays, turning them into brand beacons that leverage location and shine a light on the bank’s presence in the neighborhood. But what are the best practices when deploying a large form-factor digital display in the branch? We’ve rounded up the three-pronged process to help banks ensure ROI.
1) Prioritize Strategic Planning
Thorough planning is crucial for successful deployment and ongoing business impact of large digital signage displays. Financial institutions should clearly identify the main business objectives for the large display. What goal(s) will the large screen help to achieve? What role does it play in the overall branch design and the intended customer and brand experience? How does it fit into the larger in-branch communications strategy? Best practices dictate defining the target audience, their location and journey within the branch, and overall message strategy for engaging them. Upfront planning will unleash the full potential of this medium.
2) Design for Optimal Impact
Bigger is not always better when it comes to large format digital displays. Determining ideal size and placement of the screen is more than mere architectural aesthetic. Oversized displays can detract from the customer experience. Conversely, too-small or poorly placed screens can go virtually unnoticed. Rightsizing these digital signage displays for the environment is essential, along with considerations of screen resolution, line-of-sight and proximity to direct sunlight. Understanding both form and function will ensure these displays are ready to attract and activate audiences.
3) Implement Content Strategy
The biggest, brightest digital display will fail to deliver without the right content. Not only must the message visuals be scaled for the screen dimensions and viewing distance, but the message itself must be aligned with the unique physical characteristics of the screen – something that’s typically different from a standard digital signage LCD screen in the branch. Re-use of existing digital content may not be suitable for the large screen. For the most success, overall message strategy and content plan should be defined BEFORE deciding on details like screen size, resolution and placement.
Large format digital displays are visually stunning demonstrations of brand and can be highly effective marketing tools at the branch. But ultimately the business impact of these displays leans heavily on smart strategy and planning. Banks and credit unions that are most successful with their large-format digital displays are those that carefully align the screen’s purpose with the overall branch experience they’re delivering and determine the ideal specifications and content strategy before finalizing design decisions and deployment into the branch. Those rushing ahead without a complete and cohesive plan risk under-delivering on their investment.
To speak with one of Adrenaline’s experts on digital signage strategies that maximize opportunities for banks and credit unions, contact us today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
