ATMs could be an untapped goldmine for retail and commerce media

When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our “Behind the Numbers: The Baking & Payments Show” podcast.

ATMs offer the advantage of a captive audience. “When people are in front of an ATM, there's two really good points where you have their absolute focus,” said Mackinnon.

• “First, when they put their card in, they're staring at the screen waiting for something to happen, and that's called the idle cycle,” he said.
• “And then once you're waiting for something to happen, the cash to come out or the shutter to open to take your deposit, another 20 seconds of advertising space where your eyeballs are absolutely locked on that screen.”
• Both are excellent opportunities for ads, which retail and commerce media networks could use for targeting.

If Chase leveraged its commerce media data across its network of over 15,000 ATMs, it could launch hyperpersonal ads. For example, if Chase knew someone who bought orange juice in the past was at a store that sold orange juice, the bank could offer an ad and a coupon via ATM, said Mackinnon. “That's a win for the CPG, for the retailer, and for Chase,” he said.

ATM ads using commerce media data will face privacy concerns. Consumers aren’t used to being targeted at ATMs, which are places they want to feel secure. Ads could both impede the cash retrieval process and cause trust issues with the bank, so media networks will have to tread carefully.

This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.