This is the first advertising service which is available to all 65,020* UK ATMs. Uniquely, this service enables automated teller machine (ATM) deployers with mixed Windows and OS/2 networks to display advertising campaigns across their entire ATM estate. This includes ATMs on non-bank premises in retail, travel and entertainment locations, which present attractive opportunities for advertisers to reach their target audiences.
The agreement makes it easy for ATM deployers to ârentâ the space on their ATMs to advertisers. MIA ATM handles the ATM media booking service and creation of advertising content. NCR manages the database that tracks availability of ATM sites and distributes the campaigns using a variety of multivendor software tools as required.
âAdvertising can now be screened on convenience ATMs in popular locations, such as pubs, retail outlets and petrol stations as a result of this partnership,â comments Symon Buckman, NCRâs software specialist for the financial services industry, âThis includes the 29,323** machines owned by Independent ATM Deployers (IADs) â many of which are non-Windows machines using dial-up rather than TCP/IP connections.â
Ads can be displayed on idle screens and âplease waitâ sequences during the transaction flow. A powerful call-to-action can be delivered on the transaction receipt, which can include take-away messages, money-off discount coupons or promotional codes.
Alexis Soteriou, CEO of the MIA Group comments, âThe agreement represents a unique opportunity for everyone to benefit from this new cost-effective medium of advertising. The reaction has been entirely positive and encouraging with a great deal of interest being generated.â
Soteriou concludes, âATMs deliver a captive audience, enable accurate targeting by consumer segment and are very cost-effective compared to direct mail or other traditional media. NCRâs support for legacy and new operating systems will provide advertisers with the greatest scope to target high quality, compelling ads to key consumer groups, and is unique in the industry.â
NCR is experiencing high levels of initial interest from the IADs and banks it is recruiting to sign up to its service. Already, MIA has a wide range of advertisers on its books from charities and public sector authorities to fast-moving consumer goods companies which have expressed a desire to run ATM campaigns. As advertisers only pay for the number of times the ATM ad is actually viewed, the success of a campaign can be measured much more accurately than traditional advertising media, such as TV and posters.