Thursday, June 15, 2006

Screen placement for digital signage in the branch. What works best?

Screen placement is a critical issue for any digital signage project implementation. Amazingly however, we’ve found it is sometimes overlooked by customers in the design stage This is especially common when an industry professional has not been involved in the initial phase.

Because of our recent experience changing poorly placed screens or replacing less than optimal video distribution environment, we suggest that there are 2 elements to screen placement of overwhelming importance in a branch implementation. The first is where and how your line forms. The second is general branch structure and layout.

The good news about screen placement is that most any area can be used to hang a screen. The mounting equipment available today is very flexible. From floor mounts and reticulating arms to ceiling and flush mounts, all are proven to last and look good. Additionally, there are several ways to distribute media from the player out to your screen(s). A good A/V company will be able to consult you on how to best get a quality image to your screen(s) and get past limitations such as distance and interference. With the help of a professional, it is possible to deliver quality media over everything from wireless VGA to CAT5.

An Initial study

In the Financial Industry, we generally deal with 3 types of digital signage installations. Those include: new construction, remodel and existing infrastructure. Each of these has their own unique considerations which should be studied before an install can take place.

When addressing either a remodel or existing infrastructure installation, you many have the luxury to conduct a site survey over a 3-4 week period. If this is possible, we strongly suggest it is done. During the course of the study, take notice of how lines form and where customers gather. Answer questions such as; does line formation change throughout the day or week? Does the line curl mainly to the right during lunch yet wrap around on the afternoon of paycheck Friday? Is there a brochure counter which designates how the line will form? Do customers mingle before and after a transaction? To gather this information, it often takes little more than patience. Stand in the back of the branch and get a clear vantage point. Then move to behind the teller counter then over to each corner. What direction does the line grow in? Does it split evenly around the brochure counter; grow left, right or straight back?

In new construction, we highly recommend talking to a design/build partner to help you map out the structure of your digital signage initiative. Our customers have had great success with their digital signage initiatives when they work with companies like Weber Marketing, DEI and Level 5. Professionals such as these will help you determine not only placement but full integration with your overall branch merchandising goals.

Branch structure/layout

Even with the help of creative mounts and knowledgeable professionals, there are still instances when the top choice for screen placement is not possible. . Some frequent barriers to placement are listed below:

Security cameras – Make sure your proposed screen will not block or cause security cameras to be moved.

Power – In any scenario, your screen will need a power source. This seems elementary but when a concrete exterior wall is involved or a floor mount needs power delivered via conduit below the floor, getting power to the screen quickly and in an aesthetical manner is not always easy to do.

Installation Costs – Distance between the player and the screen(s) often dictates much of an installation’s cost. Coupled with the example above (power), another common hurdle is the installation height of the screen. When distance between your ceiling and floor is greater than 14ft your installation team may need a special lift which can be costly.

Glare – Today’s screen technology is better than ever. Higher contrast ratio and greater brightness make screens clear and crisp. Still, ambient light from windows and skylights can create competition for any plasma or LCD. Because of this, it is important to take note of how light enters your branch throughout the day. If you screen is placed directly adjacent to a large window, visibility of your graphics will be reduced.

As a rule we suggest doing one simple thing to help ensure a successful placement. Visit each of your branches to do the site survey and during those visits, take a few photos of your branch from different parts of the building. Once you have those pictures, use a tool such as Photoshop or even PowerPoint to superimpose an image of a screen in the area you are considering. Going through this simple process often can bring to the forefront issues you had not considered initially.

Monday, June 12, 2006

Advertising and Compliance. Can't we all just get along?

I am pleased to be able to post our fist guest article from our customer Republic Bank. Brian Waters, their VP of Compliance, was kind enough to cover some basic concerns of compliance as they relate to advertising in general. Going forward, my intention is to cover compliance issues as they relate to Digital Signage specifically. We are going to reach out to both current customers and industry experts to help us in our efforts. If you or someone you know would like to contribute to our efforts, please send your comments to me at brian@captiveindoormedia.com. Again, thanks to Brian Waters at Republic Bank and be sure to check back soon for more on compliance issues as they relate to Digital Signage in the branch.

Advertising and Compliance. Can't we all just get along?

Anyone who has tried to advertise a checking account or loan knows about the struggle that can ensue between trying to cover all of the federal requirements without turning the advertisement into a block of fine-point text. In truth, what needs to be said is often simple! Here are a few helpful hints for some common products.

It goes without saying, that any advertisement has to be accurate and not misleading. Also, be sure to avoid the use of the word “free” if there are any charges attached to the free service.

When advertising a checking or savings account, remember you have got to comply with the Truth in Savings Act. It sounds complicated, but it actually simple. As a rule, remember that any interest rate should be stated as the Annual Percentage Yield or APY and be sure to list the minimum balance to open the account. Also, if you have a bonus offer be sure to explain what your client need to do to qualify for that incentive. Finally, don’t forget to reference any penalties that may apply.

For consumer loans, be sure to check out the requirements found in the Truth in Lending Act. It clearly spells out the “triggering terms” that will require additional disclosures. It is important that you familiarize yourself with the triggers, because if your ad does not state them, you do not need additional disclosures! However, if you do trigger disclosures, you need to be sure to include the amount of down payment, the terms of how the loan will be repaid, and the Annual Percentage Rate. Finally, for mortgage loans, be sure to include the required Equal Housing Lending logo.

Advertising rules are fairly simple. They have been around for decades and rarely change. Just take a few minutes to embrace them and you can rest easy knowing you are in compliance without sacrificing the message you wanted your advertisement to convey!

Brian Waters,
VP, Compliance & BSA Officer
Republic Bank & Trust Company
Hyper Smash