News

Japanese banks turn to ATM advertising

August 6, 2003

TOKYO -- Some Japanese banks plan to use their ATM screens and customer mailings for third-party advertising as a way to generate revenue.

According to a report in the Asahi Shimbun,banks are acting on a Financial Services Agency (FSA) directive confirming that selling advertising would not violate a banking regulation which prohibits banks from running side businesses.

Major banking groups are seeking ways to increase their revenue, including through selling ad space, now that the FSA is ordering them to improve their performance.

Saitama Resona Bank on Aug. 1 began featuring ads on the screens of ATMs at 18 branches in Saitama Prefecture. The ads publicize a soccer tournament sponsored by the prefectural government, and carry information on the Aug. 31 gubernatorial election.

Resona Bank, another member of the Resona banking group, plans to start a similar service at its 12 branches in Tokyo and other regions, according to the Asahi Shimbun.

Sumitomo Mitsui Banking Corp. plans as early as this month to start enclosing leaflet ads for other businesses in its regular mailings to clients. The bank also plans to start carrying more ads on its ATM screens sometime this fiscal year, following a successful trial ATM advertising campaign for a cell phone company at six branches in Tokyo last year.