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2 compelling arguments for ATM topper advertising

December 1, 2013 by Mark Smith — VP of Financial Solutions, Kahuna ATM Solutions

Many of us have seen video toppers on ATMs come and go — several times. But today, given the reduced cost of operation and increased consumer expectations, the solution might merit reconsideration.

In the past, the high price of hardware and the headache of content management often were obstacles for ATM-based marketing. In many cases, the first few phases did not pan out for the investors hoping for wider adoption — and with costs so high, most were unable to deliver profits to the merchant. And as we all know, if the merchant isn't benefitting from a service, they most likely will not offer it.

But the landscape has changed considerably and today, marketing is working very well in the ATM market — even becoming a lifeline for some programs. 

For the IAD looking to further diversify and add a revenue stream, the video topper is a solution worth considering for two compelling reasons.

Hardware and operations are more affordable

We have seen a dramatic reduction the price of a topper screen. A decent display monitor that used to cost $1500-plus for just the component is now in the $300 to $500 price range.

Also, we're seeing screens that run on simpler operating systems than the older and more costly PC-based units. It's a big change from the past that justifies consideration of this type of advertising. 

Content management used to be a "Sneaker Net" operation. While we could send down graphics remotely, we couldn't do it inexpensively or quickly. Most companies changed ad screens via a USB drive used by a technician on site. Wireless TCP/IP was not common and was expensive to use.

However, wireless devices have become much more common today as an ATM communication option. This allows marketing teams to remotely update ads or service cross-promotions.

Most IADs can benefit from managing content making the service an added revenue stream for both the IAD and the merchant location.

Customers are aware of and seeking the benefits.

Reward programs abound in the retail market — especially with many companies using smartphone apps to load coupons and other rewards. Such customer perks are a means to drive foot traffic to a location; research shows that they do help to keep customers loyal. 

The ease of transferring information may be the biggest benefit to the advertiser. Ad campaigns can include QR codes on the video topper screen; new customers can quickly scan these to gain direct access to loyalty programs, discounts and coupons.

Most importantly, the code takes consumers to the advertiser's website where they can view additional information about the merchant. This interactive approach is widely used by advertisers; QR codes are common in all media and most smartphone users understand how to use them.

Check with your ATM manufacturer to review topper options. I think you'll be surprised at the cost today and I hope that encourages you to give video advertising strong consideration. 

Also consider options for mounting the advertising screen somewhere other than the top of the ATM — for instance, behind the counter or in another strategic location where it can help boost product sales.

Make good use of the vibrant graphic capabilities on the newest generation of ATM screens. They'll leave a great impression on ATM users — and with thoughtful placement, can also reach other customers in the store.

Video toppers are eye-catching and can hold the attention of a viewer far longer than newspaper, radio or TV ads. So, 2hether the topper advertises one product or many, you can trust that the message is getting to your advertiser's prospects.

Read more about ATM innovation.

About Mark Smith

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