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


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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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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

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

The Lassi Principle

Coining a new principle

  • India Example: Making Lassi in a GE Washing Machine

    Indigenous Ingenuity


Atm advertising framework

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


Advertising real estate

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


The players

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


Challenges limitations

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?


How do we build it

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?


Technical challenges

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?


Technical challenges1

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?


Appendix solution providers

Appendix: SOLUTION PROVIDERS

Overcoming the Technical Challenge

OPEN FOR DISCUSSION


Appendix

Appendix

ATM Ad Space Suitable Content Technical Requirements


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