Two of the better-known ATM advertising companies, RBuzz, Inc. and CashPoint, have established a joint marketing agreement to pursue what the two companies call "aggressive advertising sales strategies for ATMs."
RBuzz. Inc., which has wholly owned operating subsidiaries in Europe, North America and the Asia-Pacific region, recently acquired Baltimore-based ATM Advertising, Inc., an advertising sales network. RBuzz has retained ATM Advertising, Inc.'s management to oversee its global advertising sales and network development.
By working with Seattle-based CashPoint, RBuzz will gain access to over 20,000 ATMs through CashPoint's proprietary CashPoint Select content management system. CashPoint Select supports the delivery of advertising campaigns on a variety of media, including full-motion video, audio, thermographic coupons and preprinted receipts.
RBuzz will incorporate the CashPoint network ATMs into its network of media devices, including digital billboards, GPS (global positioning system) fed devices such as PDAs and cell phones, kiosks and indoor and outdoor plasma, LCD, and LED screens.
Noting that the prevailing theory in the ATM advertising industry calls for critical mass of ATMs alone to make the medium more effective and widely accepted by advertisers, Mike Szimanski, vice president of advertising sales and communications–global for RBuzz said, "CashPoint and RBuzz are trying to turn that theory on its head."
He elaborated, "CashPoint is adding a whole new depth of value to ATMs by leading the way in both demographic profiling and physical hardware upgrades. RBuzz is tying ATMs into other established digitally-fed and delivered screen-based media devices to sell in the aggregate to the media buying community."
A combined approach by CashPoint and RBuzz will raise the overall quality of media placement on ATMs and will allow the companies to develop new sales and branding strategies, he added.
"CashPoint looks forward to working closely with the RBuzz team in making the ATM channel a compelling part of the media placement programs developed for their clients," said J.J. Manning, CashPoint's CEO.
