Cashpoint Campaigns Pinpoint Captive Audiences
New technology allowing advertisers to target potential customers while they use their bank card in a cashpoint has the potential to deliver 2.8 million one-to-one advertising messages during each campaign, its creators say.
The technology, dubbed ATM:ad, enables advertisers to run campaigns across building society and bank cashpoints, and has already been used by high profile clients such as British Airways.
BA’s campaign was the first to run across Nationwide Building Society cashpoints last July, reaching over 1.3 million customers. Subsequent campaigns have also delivered impressive results, including a push for BMI across just 37 Cooperative Bank machines, which achieved 511,000 ‘one-to-ones’ in a four-week period.
Commenting on the new medium, Mark Hatwell, client planning manager for British Airways, said: “ATM:ad has shown itself to be an effective method for delivering a targeted message to a national audience. The return on investment was demonstrated with up to 44% of those who were ad-aware indicating a higher intention to purchase as a direct result of the advertising.”
The latest campaign to employ ATM:ad’s technology is for property website, myhouseprice.com. Running across Nationwide ATMs within premium London Underground sites, ATM:ad guarantees that the campaign will deliver over 600,000 one-to-ones over a four-week period.
Since its launch in the middle of last year, ATM:ad has attracted campaigns from clients such as United International Pictures, Nestlé Rowntree and, more recently, Dennis Publishing’s Test Drive Magazine.
Explaining the medium’s advantages, Jim Faulds, chairman of ATM:ad, said: “ATMs are everywhere, from high streets to shopping malls, Underground stations to service stations, and the majority of us regularly use them. Our ongoing independent research program consistently indicates the highly successful nature of the medium but the real attraction is that we can guarantee the number of one-on-one interactions with each and every campaign. There are very few advertising mediums that can deliver this kind of captive audience, and this is directly influencing not just the advertisers, but also the media agencies, who recognise the huge potential.”
Accountability is one of ATM:ad’s biggest selling points, with the system’s software able to count each transaction. The system allows for easy and detailed reporting after each campaign. The system also allows the advertiser to quickly and easily deliver different advertising content to different locations so that messages can be tailored to audiences on a local level.
ATM:ad: 01382 540901 www.atm-ad.com
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