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Fewer free lunches for FMV advertisers

January 10, 2002

BILOXI, Miss. – Triton thinks it can answer one of the biggest questions surrounding ATM advertising – "is anyone ever going to pay for it?" – with a qualified "yes."

Tony Shaw, Triton's director of global marketing, told those in attendance at the manufacturer's fourth annual Distributor Conference here that Triton has been working with a diverse group of advertisers in the pilot for its full-motion video topper. Among the organizations are Pepsi, Frito-Lay, the National Peanut Board, Nestle, Ameritrade, Miller Brewing Company, McDonald's and the U.S. Marine Corps.

While it has been a common practice to provide free ATM advertising to companies in "proof of concept" pilots, Shaw said that's beginning to change. "(Advertisers) understand we're not talking about free anymore."

Triton has encountered a "big demand" for local ads and regional campaigns for national brands in the first few months of its pilot, Shaw said. While national advertisers typically pay a rate based on a cost-per-thousand impressions (CPM), Shaw said many local advertisers seem willing to pay a higher flat fee to reach their target audience.

While questions still remain, including the rate that will ultimately be charged, Shaw said the pilot is validating the demand for advertising on ATM toppers.

"We haven't run into anything yet that leads us to believe this is a no-go," he said.Several of Triton's biggest distributors have deployed 175 toppers in 17 designated market areas (DMAs) during the pilot, which is set to wrap up in September.

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