The airline becomes the first company to sign up to the service, which creates interactive content, allow-ing advertisers to track consumers' reactions to specific campaigns.
Tailored BA ads will feature on 119 Nationwide ATM machines - 65 in BP petrol stations and 54 in London Underground stations - as part of its 'Price reappraisal' campaign.
When using a cash machine, consumers will see a BA video sequence. Advertising will appear during pauses in transactions, and ATM users will be presented with a reminder featuring BA's logo and web address.
The medium, dubbed ATM:ad, has been developed by digital agency i-design.
The consultancy is working with several other companies on ATM advertising, including The Co-operative Bank.
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