Within the banking community, some financial institutions have given a thumbs-ups to ATM advertising. Wells Fargo , with its network of 12,900 terminals, is the second-largest owner of ATMs in the nation. In 1999, it became the first bank to offer ATM on-screen advertising. A little more than a year later, the bank's Los Angeles and San Francisco ATM users started seeing movie clips via technology imported from the Web. Brokers like Baltimore-based ATM Advertising Inc. assist in locating machine owners and negotiating contracts.
Fragmentation also means that the best successes so far have been with localized campaigns.
You have the undivided attention of the consumer. Redemption rates for special offers promoted via ATMs range between 5 percent and 20 percent. They're seeing redemption rates of 16 percent to 20 percent. For example, Pepsi might see a nice jump in sales at a convenience store if they run a promotion via the ATM near the beverage cooler.