Article

From bail bonds to bollards: The value of ATM advertising

Opportunities abound, on-screen and off-, to increase the value of an ATM placement through advertising.

April 22, 2014

by Mark D. Smith
VP of financial solutions, Kahuna ATM

Product vendors seek every advantage in the retail space to entice customers to purchase their brand. The wars between Pepsi and Coca-Cola are perfect examples of jostling for position. It's all about how their brand catches the eye and what impact it has on the prospective customer.

In the ATM industry we were glad to see the day that we could sell space on the ATM screen and display custom messages. It is common these days to see a bank or credit union with its brand on the ATM in an off-premise location. And it is becoming more common to use this feature in unique situations.

Last year, Kahuna ATM Solutions worked on a project for a sheriff's jail location. The need for cash in this venue was pretty obvious — an ATM on site could provide cash for bail or for replenishing an inmate's cantina account.

However, the transaction volumes were relatively low and the sheriff's department needed an additional revenue stream. We noted that local bail bond companies were posting their services on message boards. The sheriff's office was changing these listings on a monthly basis to give each vendor a "top" billing opportunity.

This kept it fair, but it took up time that the sheriff's offices didn't have to manually adjust the advertising. It was a hassle — and they weren't earning any revenue for this doing it.

We discussed the capabilities of the ATM and the vibrant and eye-catching screen on today's machines. As a result, the sheriff's office decided to advertise bail bondsmen in a different manner. Now they offer vendors a spot on the ATM screen to display their services. Each bondsman pays a fee on a monthly basis to advertise and the sheriff's office is operating its ATM with positive revenue.

It also solved the problem of manually changing the posting of these bondsmen. Since their ads constantly rotate on the ATM; each gets ample viewing opportunities with customers.

The difference in some locations may very well be selling space to local companies to advertise on brilliant ATM screens.

By now, many of us realize the true value of advertising a brand. But, are we looking anywhere else in the location or outside the location to add these messages?

It's common to have an "ATM Inside" sign on a glass storefront; but what about displaying that message on physical security assets on other parts of the property?

For example, a gas station with a convenience store might have a propane tank outside, which would be surrounded by bollards to keep a vehicle from hitting the tank. Would a cover on the bollard that stated, "ATM Inside," be effective? Could it be used as part of an ad package for vendors who also buy space on the ATM screen? Many of these locations are bank branded; wouldn't the bank want to advertise its surcharge-free access at the location?

From a store owner's perspective, they have repurposed their physical security to be a billboard for advertising. Gas pump islands with bollards or hoop bollards are also perfect candidates. Given the number of "crash and grab" ram raids to steal ATMs, deploying bollards makes good sense; deploying eye-catching promotional messages creates a payback on investment that should be attractive to the industry and store owner alike.

ATM deployers have heard the benefits of ATM wraps, screen messaging, video toppers and receipt messaging. Many of us use advertising as a means of revenue but are we expanding the brand to other available spots in a location?

Advertisers pay a premium to stay ahead of their competition. An ATM deployer can earn significant revenue with just a little creativity and vision. If you own the advertising inside the location you should also own space outside to increase revenues.

Remember: Marketing studies have shown that messages displayed on ATM screens had a much higher retention ratio than TV, radio and newspaper. More eyes view ATM messages because the ATM user will not glance away from the ATM while waiting for the next prompt. This is an ideal time to gain impressions.

Graphic design companies can do just about anything with images and decals. Be creative when you conduct a site visit to evaluate all the possibilities. Adding messages outside the building could yield healthy revenue you didn't have with only the ATM. It's all low-cost to implement and can be done at the time of ATM installation.

You can employ a more sophisticated program that includes digital signage and a means to monitor customer interactions, but I would recommend starting simple with basic decals and screen ads.

Once the impact of advertising is felt, you'll likely continue to grow this part of your business. There is much value in the space you own — use it to its fullest capacity to earn revenue.

graphic: laura barndt