Orion will run ten-second film adverts to promote Promise Me, by Harlan Coben, on 28 London-based ATM machines. The video content was created specifically for the ATM platform. Ads will run for four weeks using the ATM:ad platform, supported by a digital escalator panel ad at Tottenham Court Road station and outdoor posters. ATM:ad expects the ATM ads will be viewed 240,000 times, once for each transaction made. Customers will also see a printed version of the ad on their receipt.
Julie MacBrayne, marketing executive at Orion Books, said: "We wanted to increase the profile of the marketing campaign, so we decided to use film as a way of advertising on ATM cash machines. We are the first publisher to do this, and we believe ATM:ad is an incredibly exciting new way of grabbing the attention of consumers, retailers and the in-house sales force. "
Nivea has launched its first gender-targeted campaign via ATM, for its Nivea for Men product. When customers enter their credit cards, a different ad is served based on their gender. Meanwhile, the COI launched an ATM push for tax returns. When Ben Sherman opened a store at Bluwater, it ran ads via ATMs at the shopping centre to attract shoppers.
Marketers can use ATM:ad to target specific audience groups. It already serves ads on 1,200 sites across the UK, which will extend to 3,000 by July. Target demographic examples are students via campus ATMs, housewives via supermarkets machines and London Underground users.
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