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A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC

A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC. ATM Advertising. Talking Points. The “Lassi” Principle An ATM Advertising Framework The ATM “Real-Estate” Limitations & Challenges If We Build it Will They Come? Open for Discussion. The Lassi Principle.

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A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC

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  1. A RANDOM WALK DOWN ATM Advertising By Rajeev Bahri, CFA TEKchand LLC

  2. ATM Advertising Talking Points • The “Lassi” Principle • An ATM Advertising Framework • The ATM “Real-Estate” • Limitations & Challenges • If We Build it Will They Come? • Open for Discussion

  3. The Lassi Principle Coining a new principle • India Example: Making Lassi in a GE Washing Machine Indigenous Ingenuity

  4. ATM Advertising Framework Define it SIMPLE INFORM INFORMATIONAL(Passive content | Inform the ATM User) • Mass vs. Targeted (Up-to-date and Contextual) • Brand vs. Product Marketing • ISO Model- where there is Info, there are sponsors, where there are sponsors, there is advertising $ ACTIONABLE(Interact with the ATM User) • Reward Behavior (coupon) • ATM Personalization • Generate Leads get Phone Number, respond to survey, etc • Contextual (real-value) information (you qualify for LOC loan, your Mortgage payment is due, etc) ATM Commerce = ATM Advertising? • Where there is commerce, there are sponsors, where there are sponsors, there is advertising $$$ • ISO vs. Bank PROMOTE COLLECT SELL COMPLEX

  5. Advertising “Real-Estate” Where Can You Advertise on the ATM? INFORM PROMOTE • Physical Device Skins • ATM Toppers • Key ATM Screens Mass Marketing Screens> Welcome & Out of Service Targeted Marketing Screens> Wait & Thank You • Receipt • Header & Trailer • Transaction Menu • Add A New Transaction (Enable and Label a button/FDK) • Opt-in Coupon (award user), Opt-in Poll (solicit user input) • Transaction Flow (during or at termination of transaction) • Insert a new transaction upon Termination of main transaction • Opt-out Coupon, Opt-out Poll Passive Interactive REWARD COLLECT SELL

  6. The Players Getting An Ad on the ATM and making it Succeed ATM Owner ATM Hardware & Application Vendor Retailer Advertiser / Bank Marketing Dept ATM Driver Enablers Feedback Loop Determinant of Success ATM User

  7. Challenges & Limitations What if Yahoo wanted to say “Do You Yahoo?” on all the ATMs in ASIA? Not Perceived by Traditional Advertisers as a Viable Medium Perception • One trick pony Real (Inherent to Device) • provides a critical function that can’t be compromised • Limited time, small screen, someone is watching me Regulatory • No advertising and solicitation of customers on Bank ATMs Legacy • Device is underpowered and no bandwidth • Legacy Applications not designed with Advertising as a feature Imposed • Technical challenges of advertising on multi-vendor ATM • Fragmented Decision Making (ATM Owner, Driver, Retailer) • No advertising network or “aggregator” (no central negotiating party that represents a big foot print) Not Promoted by the ATM Industry as a Viable Medium Not Organized by ATM Owners & Drivers as a Viable Medium If we BUILD IT it, will they come?

  8. How do we Build it? What if Yahoo wanted to say “Do You Yahoo?” on all ATM Receipt Headers in Asia? ATM Drivers/EFT take ownership to provide a multi-vendor content distribution solution… as already w/ financial transactions. Member Banks EFT Network VISA ATM Host Member Advertisers ATM Advertising Network Distribution Servers Multi- Vendor ATMs ATM Host Distribution Servers • Serving the Content: • Textual Content via “hooks” in existing Host Systems/ Device handlers (ex: Connex, Base24, IST) • Multi-Media Content via Client-Server file distribution servers. Managed by ATM Drivers?

  9. Technical Challenges How do I build it? • Installed ATM base • Legacy vs. Next Generation • Vendor Differences • Hardware and Application Vendors • Application Vendors • Operating System Differences • OS/2 vs. Windows • Solutions are designed as tools for ATM Operations • Application are not intuitive • Bank IT Role or Bank Marketing Dept. Role?

  10. Technical Challenges How do I build it? • Installed ATM base • Legacy vs. Next Generation • Vendor Differences • Hardware and Application Vendors • Application Vendors • Operating System Differences • OS/2 vs. Windows • Solutions are designed as tools for ATM Operations • Application are not intuitive • Bank IT Role or Bank Marketing Dept. Role?

  11. Appendix: SOLUTION PROVIDERS Overcoming the Technical Challenge OPEN FOR DISCUSSION

  12. Appendix ATM Ad Space Suitable Content Technical Requirements

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