The campaign, for Nivea for Men, will utilise ATM:ad's four different advertising spots that are available during each transaction. Once the user's card has been inserted ATM:ad's technology will identify their gender and play the appropriate content during the in-transaction and thank you modules, as well as on the receipt.
The company claims this is the first time an advertising medium with such a wide reach has enabled a third-party advertiser to target gender so specifically.
Jack Vincent, media sales director at ATM:ad, said: "There is a constant debate about how outdoor media can be made more effective and we believe that this technology addresses the debate head-on."
The campaign will run for a fortnight from 23 April at 600 locations nationwide and is expected to deliver three million one-to-ones and 12 million impacts during this period.
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