ATM Advertising Options:
Four Ways to Grow
This year, people around the world will perform approximately 11 billion transactions on ATMs. For advertisers, these transactions represent opportunities for 11 billion direct, interactive ad impressions. And this enormous total represents only a small fraction of the impressions that ATMs can make on the millions of people who pass them in banks, malls, convenience stores and airports.
Each one of these channels presents a separate opportunity for an ISO to sell advertising.
Decals and Signage
From a retailer�s perspective, ATMs can readily serve as three-dimensional billboards for products in a store. Conventional or illuminated advertising signs can be placed on or above the unit itself, LED displays with animated ads and ticker-like bulletins can be added and the entire unit can be sheathed in vinyl wrap-arounds with graphics, logos or product images.
Take-Away Advertisements: Receipts and Coupons
It is easy and inexpensive to print an advertiser�s message on the transaction receipt. Most of us don�t record our transactions at the ATM. We take receipts home and look at them again when we record the transaction. The advertiser gets a �two-fer� � two impressions for one printing.
free cup of coffee. ATMs also offer ways to dispense these coupons interactively. We can dispense one on activation or after the transaction is completed. We can dispense one kind (a discount on a soft drink) to some customers and another (free chips with a sandwich purchase) to others. We can limit discount offers on pricey items to individuals who withdraw sufficient money. Or we can simply ask users which coupons they want. That way, we don�t waste food offers on serious weight-watchers, who might even resent the temptation.
Transaction Screen Advertising
The transaction provides opportunities for interactive choices. One simple approach is a slide show showing still-frame images while a second is to present a short video clip. A third approach is to combine a screen display with a coupon or voucher printed on the receipt. The one drawback to transaction screen displays is that they only reach the cardholder using the machine. And most advertisers want to reach as many consumers as they can for their dollar.
With top-mounted Heads-Up video displays units, ATM ads can reach anyone passing within 20-30 feet of the unit. Display units can present full-motion video (FMV), still screen graphics and animations. With sophisticated split-screen technology, they can present six different images simultaneously, including FMV, tickers and a rotating still image for branding.
Tony Shaw is Director of Global Marketing for Triton Systems, Inc. Visit the Triton website at www.tritonatm.com.
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