Name Game

In A Flash

It was just a matter of time before someone thought of another place to sell ads. The venue this time? ATM screens. After all, during those 10 to 15 seconds when customers are waiting for their transactions to be processed, you might as well get your message in front of them. Plus, people usually leave ATMs armed with more money than they arrived with--ideally, to spend on your product or service.

Pioneering the concept is Vaska Media Inc., an advertising firm in New York City that has already secured a deal with Apple Bank's 56 locations in New York, New Jersey and Connecticut to sell ATM advertising and is working on recruiting larger banks.

"[This type of advertising] provides exclusivity that no other advertising medium can offer," says Vaska's president Steven J. Carino. "With television, you're going to see a commercial with 400 others; when you read a magazine, you see a lot of other ads. But when you're at the ATM, you see one ad and one ad only."

Exclusivity has its price, however: about $25,000 a month, in Vaska's case. But keep in mind that price includes about 370,000 impressions per month per bank network. Multiply that times 12, and you've got a year's worth of great exposure. Entrepreneurs who want to go whole hog can generate a coupon that is dispensed just above--and at the same time as--the customer's withdrawal. Talk about perfect timing.

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This article was originally published in the July 1997 print edition of Entrepreneur with the headline: Name Game.

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