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ATM screen branding: the power of impressions

March 28, 2013 by Mark Smith — VP of Financial Solutions, Kahuna ATM Solutions

There is one golden fact about ATM Screens. It's a fact that can turn advertising on its head. A fact that any marketer can embrace:

Rarely do a user's eyes leave the ATM screen during a transaction.

There you have it — simple and to the point. Branding at its best, and here's why.

In the world of effective marketing we must seek "impressions," which are defined as the first and immediate effect of an experience or perception upon the mind. Studies are often conducted in this realm to determine the viability of newspaper, TV, Internet and radio ad campaigns.

These media used to be highly effective ways to reach consumers, but those days are gone. We don't look for ads in traditional media unless we need some specific thing. They offer the marketer little chance to gain an impression and execute an effective business-building strategy.

The opposite has been shown to be true in studies conducted with ATM ad-screens and video toppers. The impression rate is always better than expected. Marketers interviewing consumers after they use an ATM ask simple questions: "Did you see an ad? Do you recall the product being advertised?" The answers reveal a great deal. The large majority of ATM users retain the information and clearly remember what they saw.

One study that I recall promoted just one product. Klondike ice cream bars were advertised in a location that needed a boost in sales. Viewers not only remembered the ad, but also purchased Klondike Bars at a significantly higher percentage than previously. The location saw a 50 percent increase in product sales. This is a marketer's dream result!

What makes screen branding an ideal choice now?

• Never has it been so cost-effective to manage screen content.
• Never has the medium been so versatile.
• Never has the product looked so good!

Most ATMs enjoy fast communication speeds. Todays' IP devices are lightning fast, reliable and inexpensive compared to years past. Downloading fresh advertising campaigns can easily be done remotely with little interruption at the ATM. 

Several new products have emerged that either allow you to own/manage this service for your customers, or to work through a specialized company to develop and deliver content. Some of these advertising firms actually bring the brand to you — they already have partners seeking optimum locations for their campaigns.

The newest products work on both Windows PC-based ATMs as well as those that run Windows CE. This is relatively new and important to know. Many owners in our industry have gone through acquisitions in which they picked up a fleet with both PC- and CE-based ATMs. The newest products are manufacturer-agnostic, which makes it far easier to manage a program across a fleet.

The newest ATMs boast incredible screens that are larger and more vibrant than before. They have the ability to grab attention and display content in numerous ways. For instance, you can take advantage of the time that users are not at the ATM by running ads continuously. During a transaction, you have only about 20 seconds to reach an ATM user during a transaction, but between transactions, you might want to consider longer ad times.

Give each ad ample screen time. Tie them in with the ATMs' couponing capability and you could have the perfect combination for brand advertising. Video toppers are also effective in reaching non-ATM users at a location. This allows the brand to attract an even broader audience.

Our industry faces tough economic conditions and we're seeing a decline in transaction earnings. Consider branding and marketing at the ATM as an excellent means to recoup losses and make a location profitable once again. Remember, marketers will pay a premium for access to your location for branding purposes. Get enough of these per month at each location — well, you do the math. It's a compelling business case.

Whether you have a group of branding partners or just one, the impression you make at the ATM could be the boost your business needs. Not only do you win on the uplift in sales of products on your shelves, but you also earn marketing revenue from the brands that choose to advertise in this manner.

About Mark Smith

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