Marketscan - Cashpoint billboards

Cashpoint billboards

The cashpoint is to become a more important advertising medium, experts have said.

Writing in ATMMarketplace.com, Valerie Killifer claims that Britain"s network of cashpoints is easy to work with and technologically sound to cope with advertising.

"The number of FIs [financial institutions] that own ATMs in the UK make it easy for advertisers to reach a national audience because one FI could have ATMs across the region," she states.

While advertisers have been concentrating their efforts on the new technological developments on the internet or digital television, ATMs have also been massively upgraded to create a major new sector.

"The ATM, we believe, is about 60 to 65 percent cheaper [than direct mail] and 200 percent more effective, based on the kind of experiences we"ve seen," said Sharon Dickie, director of product marketing at NCR in the same report.

Link, which operates the UK"s cashpoint network, states that there are 58,000 ATMs in Britain.

With many of these upgraded to use Windows software, Ms Killifer claims that relevant adverts can be switched on automatically when consumers arrive.

Ana Stewart, managing director of I-design, called this a "win-win situation" in the report: "When customers use the machine, there"s something useful and informative for them to see."

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