NewsLine Column: Cashing In On ATM Advertising
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Millions of consumers use ATMs every day in Britain, usually withdrawing cash in preparation for making a purchase. Jack Vincent, media sales director of cash point advertising specialists, ATM:ad, explains how the insertion of advertising messages into the familiar cash point system can yield high recall rates and accountability for advertisers….
A full-motion video advert for a biscuit snack bar. Shown on-screen, on a one-to-one basis. And just as a customer is withdrawing cash and about to enter a store to buy. Oh, and with a printed ‘takeaway’ reminder of the campaign.
An advertisers dream you might think, but this dream has now become a reality. This campaign ran on a range of ATMs in retail store locations and petrol forecourts earlier this year. In 2 weeks it delivered over half a million advertising one-to-ones with busy consumers and it’s only one of several, including promotions for movie releases, airline flights and even a charity event.
ATM advertising is taking off in the UK and the potential is enormous. ATMs are the ideal out of home media channel with a level of cut through that other types of media can’t provide. Part of the secret is the fact that ATMs are a part of everyday life. With ATM advertising the hard work of getting a consumer’s attention is done for you, since ATM users are already focussed on the screen.
Since its launch in the middle of last year, ATM:ad has rapidly established itself as the market leader in ATM advertising. Recent campaigns for brands of the calibre of British Airways, BMI, United International Pictures, Nestlé Rowntree and Comic Relief have underlined how blue chip advertisers are making ATM:ad an integrated part of their media portfolio.
It uses four exclusive and highly effective advertising modules to get brand messaging across to a captive audience, in a highly memorable and dynamic way as follows:
Module 1 – Attract – A 10 second sequence of looping full screen animation, video or static graphics. This loops continually when the ATM is not in use and 3 out of 4 of the audience first see the advert in this module.
Module 2 – In Transaction – a 5 second loop which fills the ‘dead space’ in the transaction. At this point the user is completely focused on the ATM, and short, sharp advertising messages can be strategically inserted on screen.
Module 3 – Thankyou – A final 5 second loop. Appears at the end of every transaction reinforcing the core campaign message. The consumer remains focused on the screen awaiting the close of the transaction and the return of their card.
Module 4 – Receipt – A graphically printed ‘take-away’ reminder on the front of the consumer’s receipt. Ideal for conveying information such as web address, contact telephone number or special offer.
But how do ATM users feel about seeing adverts on an ATM? Recent independent research into the impact of ATM advertising has been extremely positive, with over 94% consistently expressing their satisfaction over 5 separate research phases. And more importantly for the advertiser brand recall was extremely high, with 62% of all respondents spontaneously recalling the campaign a figure that rose to a massive 91% when prompted.
Impressive research findings and a high level of accountability ATM advertising allows the advertiser to count each and every transaction combine to offer the high level of ROI that advertisers are increasingly looking for. Other key features such as the ability to tailor copy to specific locations are the icing on the cake.
Plans for the future? The ATM:ad portfolio continues to grow and packages such as retail point of sale and London Underground are soon to be joined by universities, railway stations and post offices amongst others. So watch this space. If it hasn’t already arrived ATM:ad is coming to an ATM near you!
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