ATM = Advertising to Many

Consumers all over the country may soon be able to avoid ATM fees, thanks to Free ATM NYC. In exchange for watching advertising content, ATM users can avoid the $2-$3 transaction fee. The user also receives an advertiser coupon with their receipt. Best of all, it’s a completely traceable and highly measurable channel for the advertiser.

The market is ripe for other independent ATM operators to also embrace more consumer-friendly value propositions, and emerge with a comparable offering…and perhaps even innovations of their own. Perhaps this is several years in the future, but Free ATM NYC’s model just begs for some sort of frequency loyalty component. It won’t be long before advertisers recognize the opportunity to pursue a one-to-one messaging strategy through this channel.

It will be very interesting to see what banks do in response. Will fee-free competition push banks to create a much more interactive, engaging, personalized and rewarding ATM experience? Tell us what you think.