MINNEAPOLIS, MN--(Marketwired - Jun 5, 2013) -  A new industry brief suggests that banks are struggling to harness the potential of digital signage to deliver fresh and localized messaging to the branch.

The brief, published by retail marketing agency John Ryan, explains that while speed to market and message localization are key drivers in bank adoption of digital signage, many are failing to achieve those benefits.

It draws on John Ryan's recent survey of 204 banks, which reveals that the majority only update messaging monthly or less frequently, and over half do not localize messages in any way. Citing the report, the brief also says that less than a third of banks update messages weekly or more frequently.

John Ryan says that these shortfalls can be overcome with the right tools and a strategic approach to content creation.

"The main cause of these banks' inability to attain the full benefit of digital signage is the lack of tools and techniques needed to affordably keep messaging fresh and relevant," said Tom Pritzker EVP - Client Relationship management at John Ryan. "Banks often struggle to select a system that sufficiently supports the content creation process."

The brief also provides some steps to help banks improve digital signage messaging relevance in branch. One suggestion is for banks to deploy collaborative workflow tools to widen the circle of content contributors. For example, by providing various departments with the means to upload and target content based on a centrally set programming strategy.

The full brief can be viewed for free here: www.johnryan.com