White label ATM marketing opens up new OOH avenues: Anurag Nigam

Anurag Nigam, Vice President & Chief of Operations, Tata Communication Payment Solutions Ltd, presented the concept of outsourced ATMs while addressing a session on the theme 'How emerging media can contribute to OOH growth'. Anurag explained that white label ATM marketing would mean that the ATM transaction would be handled by a secured transaction oriented organisation.

Tata Communications Payment Solutions' Indicash ATM is leading one such initiative. In the current scenario, an ATM belongs to a respective bank and hence the customer sees it as a one-to-one engagement. In the future when Indicash installs their ATMs to take over the functions of the current ATMs, it would be transiting from a single vendor to a mall like engagement. This would thus create a scope for orienting the transaction arena into a high engagement centre - creating new vistas for in-site promotions.

The ATMs centres within and outside will become a tool to multiply and allow advertising. The ATMs is expected to have a growth of 25%, in the next 5 years. According to stats available, China has 212 ATMs per 1,000 versus India's 13 per 1000. India hence has a scope of 100% growth of ATMS expected in the next 5 years.

The ATM activation would mean activity inside the centre, messages appearing on the transaction screen and also getting printed on the transaction slip. All this can be customised by date, place and target segment.