STRATEGIC PARTNERS
Here's a list of basic terms used in the ATM Advertising community.
January 14, 2002
ATM Advertising Council - a not-for-profit organization, formed in mid-2000, that promotes ATM advertising to media buyers and ad agencies.
Attract Loop - The video or static images that run on an ATM screen when it is not in use.
Captive Audience - A term for consumes who must view an ad on an ATM that is broadcast during the transaction.
Coupon - a printed advertisement, usually redeemable at a local merchant's retail store, for discounted merchandise. Coupons may be dispensed through ATMs, usually on the back of transaction receipts.
CPM - acronym for Cost Per Thousand, an advertising industry formula for estimating the cost to have an ad reach one thousand people.
DMA - acronym for Designated Market Area. DMAs are a way of designating particular geographic markets, and are often ranked by size of population. New York City is the nation's largest DMA.
Eyeballs - slang term for the number of people who view an ATM ad.
Foot traffic - the number of people in a retail location who pass by and view an ATM in a particular location, usually measured in days, weeks or months.
Fragmentation - in the ATM industry, refers to the lack of a large block of ATMs which could be combined to form a network of ATMs on which to sell national advertising.
Full-motion video (FMV)- an increasingly popular form of advertising at the ATM in which ads run on a video screen within or on top of the ATM.
Impressions - an advertising term used to measure the number of individuals a message reaches.
Media Buyer - usually an employee of an advertising agency, media buyers make decisions on advertising buys based on many factors, including CPM.
MPEG - acronym for Moving Pictures Experts Group, pronounced "em-peg." A technology that compresses video, used widely in ATM full-motion video.
Placard - another term for static signage placed on an ATM for advertising.
PSA - acronym for public service announcements, these may be used in place of paid advertising to fill out inventory.
Reach - a term used in measuring the number of different people who view an ad at least once.
Signage - an advertising term referring to signs placed on or near an ATM, either electronic or static.
Site-specific - a sales approach in which ATM owners focus their efforts on selling ads to local merchants on specific ATMs, as opposed to selling a national sponsor on a network of ATMs.
Topper - a video screen or miniature billboard that can be attached to the top of an ATM that is capable of running full motion video advertising.
Wrap - a vinyl sheet that can be wrapped around the exterior of an ATM with an advertising message printed on it.
