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Select-A-Branch ATM network launches marketing services
February 23, 2010
Select-A-Branch has unveiled a direct marketing technology that allows participating financial institutions and other third-party advertisers to use SAB's ATMs to target prospective customers through advertising.
According to a news release from SAB, the new capability, called ADdirect, leverages SAB's patent-pending technology in order to combine BIN recognition, branded transaction screens and dynamic receipt generation in order to present integrated ad campaigns to cardholders of target markets.
"ADdirect has several key capabilities," said Dan Stechow, SAB's chief operating officer and point person for SAB advertising sales. "It allows participating FIs to target on-screen ads and receipt-based, call-to-action, messages directly at the cardholders of non-participant institutions. It also allows third-party advertisers to drive coupons to specific subsets of SAB ATM users."
SAB's first ADdirect customer is Philadelphia Federal Credit Union, which began using the service at the end of 2009 across SAB's PA Turnpike locations. To date, ADdirect has delivered approximately 60,000 branded transactions and account-opening coupons on PFCU's behalf.
"We are excited to be the first financial institution to utilize the new SAB ADdirect program," said Alexa Novachek head of PFCU's communications. "Our ADdirect campaign targets potential new account holders and refers them to a special Tuition rewards Web site offer."
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