ATM:ad said enthusiasm for new marketing opportunity had grown massively after British Airways became the first brand to run a campaign across the Nationwide cashpoints last July, giving it one-to-one exposures to 1.3 million users during the campaign.
Since the BA activity brand names such as Nestle Rowntree and United International Pictures have tried out the new medium, while Dennis Publishing used cashpoints to push the launch of its new Test Drive Monthly car title.
A new campaign, launched this week, will see commuters targeted through Nationwide鈥檚 network of ATMs on the London Underground hit with an on-screen ad for myhouseprice.com.
ATM:ad has said it had guaranteed the company 600,000 impacts over the four-week period.
Jack Vincent, media sales manager at ATM:ad, said: 鈥淎TM鈥檚 are everywhere, from high streets to shopping malls, Underground stations to service stations, and the majority of us regularly use them.
鈥淥ur ongoing independent research program consistently indicates the highly successful nature of the medium but the real attraction is that we can guarantee the number of one-on-one interactions with each and every campaign.
鈥淭here are very few advertising mediums that can deliver this kind of captive audience, and this is directly influencing not just the advertisers, but also the media agencies, who recognise the massive potential.鈥
Research conducted after the BA campaign last year revealed a high 鈥渞eturn on investment鈥, with 44% of those who were ad-aware indicating a higher intention to purchase as a direct result of the advertising, said Mark Hatwell, client planning manager for British Airways.
By Kevin May
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