There is one golden fact about ATM Screens.  This one fact is enough to turn advertising on its head.  This is a fact that any marketer can embrace.

• Rarely do the users’ 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 is 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 methods used to be highly effective ways to reach the consumers, but those days are gone.  We don’t look for these ads unless we need something specifically.  Therefore, the marketer has little chance to gain an impression and have an effective strategy in building business.

The opposite is true when studies were conducted with either ATM ad-screens and/or the use of video high-topper signs.  The “impression” rate was always better than expected.  Marketers interviewed the patrons after they used an ATM to ask, “Did you see an ad?”  “Did you recall the product being advertised?”  These are very simple questions that reveal a great deal of information.  Fact is…the large majority of ATM users “retained” the information and clearly remembered what they saw.

One other study promoted just one product.  A particular brand was chosen in the location that could use a boost in sales.  I am familiar with a study on Klondike Ice Cream Bars that revealed a large portion of the users not only remembered the ad, but also purchased Klondike Bars at a significantly higher percentage than previously.  The locations saw a 50% increase.  This is a marketer’s dream result!

What is significantly different now?

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

Most ATMs enjoy very fast communication speeds.  Todays’ IP devices are fast, reliable and very inexpensive compared to years past.  Downloading new and 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 utilize a specialized company to develop and deliver the content for you.  Another key difference is some of these advertising firms bring the brand to you…they already have the partners that are seeking good locations for their campaigns.

The newest products have the ability to work on both Windows PC-Based ATMs and with ATMs running Windows CE.  This is relatively new and important to know.  Many in our industry have gone through acquisitions where they may have picked up a fleet of PC-Based ATMs and CE-Based ATMs.  The newest products are agnostic to the ATM manufacturer, which makes it far easier to manage a program across your fleet.

The newest ATMs tout incredible screens that are larger and more vibrant.  They have the ability to garner attention and to display the screen content in numerous ways.  Take advantage of the time that users are not at the ATM by running your ads continuously.  You’ll only have about 20 seconds to reach an ATM user during a transaction.  In between transactions, you may want to consider using longer ad times for each product.  Give each ample screen time.  Tie this in with the ATMs’ couponing capability and you may have the perfect combination in brand advertising.  Video toppers are also most effective in reaching everyone else in a location.  It allows the brand to reach non-ATM users, as well.  This technology is powerful and far less expensive than one would think.

We are facing tough economic conditions in our industry and we’re seeing a decline in transaction earnings.  Consider branding and marketing at the ATM as a very good means to recover your losses and make the location profitable once again.  Remember, marketers will pay a premium to have your location for their branding purposes.  You get enough of these per month at each location…well, you do the math.  It’s a powerful and compelling business case.

Whether you have a group of branding partners or just one…remember that 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.