Magazine article American Banker

ATM Marketing: EPS, Novadigm in ATM Pact

Magazine article American Banker

ATM Marketing: EPS, Novadigm in ATM Pact

Article excerpt

Tech will enable ATMs to play greater role in marketing

In the crush of Internet hoopla, many people overlook the value of ATMs in marketing to customers an irony given how often they are used on a daily or weekly basis.

While many institutions pump up IT spending for product delivery, consumer profiling and marketing targeted at customers who use PCs to access financial services on-line, Electronic Payment Services, operator of the MAC and PLUS ATM networks, and Novadigm are working on tapping the real marketing and revenue potential of ATMs.

Technology is making possible for institutions to profoundly expand ATM marketing and distribution capabilities, says Novadigm marketing vice president George Kellar.

MARKETING-TO-ONE ADS

New ATMs have significantly more capabilities, including the ability to handle marketing-to-one programs. These ATMs enable institutions to advertise competitive loan rates, no-fee checking accounts, even new services like PC banking. In the context of retail centers, however, ATMs become far more valuable to the marketing and distribution mix, dispense airline tickets, stamps and, in supermarkets, discount food coupons.

Newer ATM networks also allow marketing applications to be centrally managed. Novadigm s Kellar says that banks can take advantage of the situation by refreshing ATM screens virtually instantly with an ad offering higher rate CDs, for example.

The software for such applications has been available since the early 90s. It s not been until recently, however, that the firm s Novadigm s Enterprise Desktop Manager (EDM) has been adopted in such a large deployment. EPS will deploy the EDM technology to about 30,000 ATMs across the country.

This new ATM technology can deliver high-quality graphics, full- motion video and sophisticated print devices for transaction receipts. That s a capacity that only 25 to 30 percent of ATMs have today, notes EPS s Les Riedel, svp of marketing and products. …

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