I know this doesn’t fall under the interactive umbrella, but I thought it was worth reporting on anyway. No, not that Bill Clinton is thinking of doing
his own talk show. I’ll leave that one alone until he has an ad-supported website. I’m talking about the announcement made this
morning by Ogilvy & Mather, Triton Systems and ConvenienTV, who recently conducted a series of exit interviews at several ATM sites.
The study was designed to test the advertising effectiveness of
full-motion video screens installed on top of ATM machines and found that more than 35% of consumers recalled seeing an ad on the ATM video screen. According to the findings, this percentage soared to
44% when the ATM machine was installed near the door. Notably, unaided recall by brand was as high as 20%.
The study indicated that full-motion video screen/ATM machine ads had a positive effect on
retail sales of advertised products and media experts were reportedly impressed by the medium’s geo- targeting abilities and the potential cross-marketing opportunities with coupons and other
promotions.
Based on that, Triton intends to aggressively market full-motion video/ATM machines to its installed base of over 70,000 locations, and ConvenienTV is incorporating full-motion
video/ATM screens into its narrowcast network of locations as well.
I know advertisers won’t stop until every inch of our surroundings is filled by an advertising message. They’ve already made
some headway with gas pump ads, elevator ads and even restaurant bathroom ads. Are you ready for ATM ads? My jury is still out on that one.