High ad recall validates concept
Long Beach, Mississippi (May 2, 2002) - Advertisers searching for an effective way to advertise will be interested in the results of a new study just released by Triton Systems and ConvenienTV, Inc. Exit interviews at study sites revealed that over 35 percent of consumers leaving the stores recalled seeing an ad on the ATM video screen. This percentage soared to 44 percent when the ATM machine was installed near the door. Unaided recall by brand was as high as 20 percent.
This proprietary study, conducted by advertising agency Ogilvy & Mather, was designed to test the advertising effectiveness of full-motion video screens installed on top of ATM machines. Retail locations in eight U.S. cities were included in the test.
The study also indicated that leveraging an effective advertising campaign using the full-motion video screen/ATM machine had a positive effect on retail sales of advertised products.
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"Agency and media buyers looking for results-oriented media opportunities will find point-of-purchase full-motion video advertising an effective alternative," said Tony Shaw, Vice President of Marketing and Business Development for ConvenienTV. "People are discovering that traditional advertising solutions can't deliver like full-motion video, which reaches the consumer in the store, cash in hand and predisposed to purchase."
Media experts were also asked to assess perceptions of this new advertising medium, and overall impressions were positive. The full-motion video screen/ATM combination was viewed favorably for its ability to target by geo-demographics and its potential as a cross-marketing platform for coupons and other promotions. Respondents saw it as a unique out-of-home advertising option reaching its audience at the moment of purchase.
"This study validates the full-motion video/ATM concept," said Ernest Burdette, President and CEO of Triton Systems. We now have the data to demonstrate to advertisers that this is an advertising vehicle that works. We see this as an excellent in-store media opportunity for companies selling consumer products, as well as event venues, broadcast media and others who need a proven way to reach their target markets."
Triton intends to move forward and aggressively market full-motion video/ATM machines to its installed base of over 70,000 sites.
ConvenienTV is incorporating full-motion video/ATM screens into its narrowcast network of sites. The company continues to market its turnkey package of production, scheduling and advertising sales to merchants and ATM sales organizations.
About Triton Systems, Inc.
As the leading provider of cash-dispensing ATMS for off-premise locations, Triton is committed to redefining and leading the retail market for cash delivery systems. Triton is the largest provided of off-premise ATMS and ATM management software in North America and has more than 70,000 installations in over 17 countries worldwide. Triton is headquartered in Long Beach, MS and is an operating company of Dover Industries, Inc., a subsidiary of Dover Corporation. For more information about Triton, please visit www.tritonatm.com <http://www.tritonatm.com> or call 1-228-868-1317 (U.S. toll free 1-800-367-7191).
About ConvenienTV
ConvenienTV is a leading network provider of premium, high-quality consumer-oriented advertising, information and entertainment content, and integrated point-of-sale marketing solutions, to select, high-traffic retail locations across the U.S. Media programming is centrally managed, and delivered via state-of-the-art digital technology to member sites via ConvenienTV's proprietary digital network. ConvenienTV has hundreds of locations across the U.S., with a presence in, Denver, Phoenix, and Chicago.. The privately held company was founded in 1999 and is headquartered in Englewood, Colorado.
