In its continuing search for new advertising dollars, cinema advertising network National CineMedia is tapping into cash machines, literally.
In its latest diversification into alternative digital out-of-home advertising channels, NCM has struck a deal to represent ATM.TV, which installs digital advertising screens on ATM (automatic teller machines) in retail locations, including the 7-Eleven convenience store chain.
While NCM and rival Screenvision both expect their conventional cinema advertising network audiences and advertising sales to rebound as America’s theater chains reopen as the COVID-19 pandemic gets under control, both have aggressively expanded into alternative venues via a series of strategic sales representation deals.
NCM says the ATM.TV network complements its conventional movie network reach, and that it will begging selling ATM.TV’s inventory alongside NCM’s “Noovie” entertainment and trivia programming across 8,500 of ATM.TV’s 27-inch high-definition screens nationwide.
“Movie fans are movie fans, whether they’re out shopping or in a theater,” NCM Senior Vice President-Digital Out-of-Home Sales Steve Sapp says in a statement announcing today’s deal. “Like movie theaters, 7-Eleven stores are anchors in their neighborhoods – attracting a large, diverse, and valuable group of consumers on a daily basis.”