ATMs are much more than simple cash dispensers. They have become a very targeted and highly trackable marketing solution for advertisers looking to reach specific geographical areas and demographics. ATM advertising also helps ATM deployers access to a new revenue stream that helps to cover their base-line operating costs.
With Banks doing what they can to limit access to cash and drive an increase in the electronic payment space independently deployed ATMs are fast becoming the main source for cash throughout Australia. Originally cash was predominantly sourced from branch located bank ATMs. ATMs are now found in a wider range of locations, including but not limited to; convenience stores, major airports and ports, shopping centres, gas stations and pubs.
ATM advertising is a major opportunity for banks to cross-sell more of their own products. Third party advertisers want to get one-to-one access to the huge number of people who use ATMs.
Advertising can be delivered through a variety of channels:
For some banks ATM advertising is replacing direct mail altogether. Diebold estimates that response rates of up to 20 percent can be generated on self-service terminals – ten times higher than the average for direct mail campaigns.
While deployers with large ATM networks may have an advantage in terms of coverage, third party messages can be highly customised, down to the level of having different campaigns running on individual ATMs. The results of any campaign can be measured in great detail. According to NCR, ATM advertising is 65% cheaper and 200% more effective than direct mail.
For example, an ATM standing beside the soft drinks department in a grocery store would be an excellent place for a soft drinks manufacturer to run a campaign, targeting existing or potential new customers.
ATM deployers need to select which of their units will participate in the advertising programme, as well providing details of their locations and transaction volumes – via a third party processor or dealing directly with a media agency – to potential advertisers. The deployer should also decide which type of advertising it will carry.