PADERBORN, Germany — Kontanten, a Sweden-based independent sales organization, is offering third-party ads on ATMs in Sweden using Wincor Nixdorf International's ProSales Marketing Software.
According to a news release, Kontanten is using the software on more than 250 ATMs.
The software, which provides direct-marketing and third-party-advertising functions, is allowing Kontanten to generate additional revenue. Since Kontanten launched the software, newspaper publishers, mobile carriers, service-station operators, banks and retail enterprises have taken advantage of the offer.
To publicize its own ATM portfolio, Kontanten joined forces with a radio station to advertise its cash service via its ATM network. System usage varies with location — between 300 and 800 withdrawals each day.
Kontanten offers its customers two different advertising types — graphically designed messages, normally video clips or animations during idle time, or messages that are delivered during the 15-second phase reserved for bank card and PIN authorization - the so-called "transaction time."
"Individual ads will normally be displayed for five seconds — long enough to be perceived by consumers, but not long enough for users to find them boring or disruptive," said Patrik Severgardh, marketing director at Kontanten.
Severgardh says several retailers reported that sales of products advertised at the ATMs had risen by 10 percent to 20 percent.
