campaign to run across a banking ATM network in the UK. British Airways will
be the first advertiser to take the opportunity to use ATM:ad, an innovative
form of advertising developed by i-design. The advert, which is part of the
airline's ongoing price reappraisal campaign, will be displayed on Nationwide BP Service Station forecourts and London Underground Station ATMs.
The appeal of ATM:ad to advertisers is the 'captive' nature of the audience at the ATM.
3.8 billion cash withdrawals took place at ATMs in the UK over the last 12 months and research has shown that over 89% of these users are delighted or satisfied with advertising being part of the cash withdrawal process. This means, there is a potentially huge one-to-one audience for the advertiser.
i-design has worked closely with Nationwide Building Society to develop the ATM:ad software. Nationwide has over 1200 remote (non-branch) ATMs and by the start of 2005 all ATMs will be able to display third party advertising.
Kevin Scott Evans, Controller of Self-Service Banking at Nationwide, said:
"We have been working in partnership with i-design to develop the ATM:ad concept and we are delighted that we will be launching it with British Airways. ATMs are an exciting new medium for advertisers, enabling them to
communicate to customers in a new way.
"Nationwide doesn't charge customers for withdrawing their own cash and
advertising is a good way to add value to the transaction."
Jayne O'Brien, British Airways Head of UK and Ireland Marketing, said: "This
move is part of our strategy to reach out to our customers in their everyday
life. We trialled ATM advertising in the past and it proved to be a successful way of communicating our low prices to a mass audience."
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