Office Workers Swayed by Lunch Time Ads
Advertisers can gain a lot from investing in out-of-home advertising on ATM screens, according to new research into the effects of cash machine advertising on lunch-break food shopping.
The study found that 64% of consumers do not plan their lunch purchases and over half are influenced by seeing special offers on ATM screens and receipts.
The consumer research was carried out by Crowd DNA on behalf of ATM advertising specialist atmAd, in co-operation with leading QSR brands. The cash points covered a national area and displayed various campaigns before, during and after the ATM transaction, highlighting the brands’ special offers – in total, 268 respondents gave their views on lunch time habits and advertising.
During the past 12 months, global brands – including Kellogg’s, Unilever, Wrigley’s, McDonald’s, Cadbury’s and Pizza Hut – have used atmAd to promote their products and influence customer purchasing decisions in prime retail locations, at the moment when consumers have cash in hand.
The research demonstrated consumer campaign recall was as high as 60%, rising to 80% when prompted. Almost half of the respondents were more likely to visit the advertised store to purchase their lunch as a direct result of seeing the atmAd campaign. This figure rose to 60% for infrequent visitors.
Ads were also printed on ATM receipts, a unique atmAd feature often used for distributing vouchers and barcodes, giving consumers a call to action with a specific offer alongside their withdrawn cash.
As much as 70% of the respondents said that they pay for their lunch in cash, highlighting the relevance of the ATM in the customer’s lunchtime purchase routine. The importance of the ATM at the heart of the customer journey was further bolstered by the research that looked into planned cash usage over the next year with 86% stating that their cash use will remain the same or increase in the coming 12 months.
atmAd’s Head of Media Sales Gareth Evans told us “Lunch is the perfect time for advertising because everyone is getting money out to buy food in the nearby area. We are not surprised that people can be swayed when you show them a good deal for a good meal while they are hungry and have money in their hands. Marketers are always looking for new ways to reach and influence consumers and this independent research re-iterates how compelling a channel the ATM has become.”
Almost 90% of respondents visit a cash machine every week and 49% visit the same ATM. Additionally, 25% eat out on a weekly basis. This means that the market for QSR ads on ATM screens remains gainful all month and not just around pay days.
About The Research
The findings from the report are taken from two sets of research conducted on behalf of atmAd by insight and innovation agency, Crowd DNA.
268 face-to-face interviews were carried out among people who had just taken cash out of ATMs on working days between 27th January and 7th February 2014 in Clapham Junction and High Holborn, and between the 21st and 28th of August 2014 in Brighton and Broadstairs.
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