ADS AT THE ATM; COMMERCIALS RUN AS CUSTOMERS WAIT.Byline: Dave McNary Daily News Staff Writer Coming to an automated teller machine automated teller machine (ATM), device used by bank customers to process account transactions. Typically, a user inserts into the ATM a special plastic card that is encoded with information on a magnetic strip. in your neighborhood - more advertising. With little fanfare, Electronic Data Systems launched a four-month pilot program in San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. several weeks ago featuring full-motion video Video transmission that changes the image 30 frames per second (30 fps). Motion pictures are run at 24 fps, which is the minimum frequency required to eliminate the perception of moving frames and make the images appear visually fluid to the eye. advertising at 165 Diebold ATMs in 7-Eleven stores. The 15-second spots include trailers for 20th Century Fox's ``The Full Monty'' and ``The Ice Storm'' and commercials for a variety of Nissan vehicles Nissan has assembled and/or sold the following vehicles. Datsun
EDS (Electronic Data Systems, Plano, TX, www.eds.com) Founded in 1962 by H. Ross Perot (independent candidate for the President of the U.S. in 1992), EDS is the largest outsourcing and data processing services organization in the country. plans to expand the program into the nation's three biggest ad markets - Chicago, Los Angeles and New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of - in mid-1998 at about 1,000 ATMs, according to Dale Detlinger, director of product management for EDS Consumer Network Services. ATMs currently offer a variety of ads and services but Texas-based EDS believes its effort represents the first time the machines have offered full-motion advertising. ``We've had a very positive reaction,'' Detlinger said. ``The focus groups that we've run have said they really enjoyed the ads.'' The ads run during the ``please wait'' part of the transaction sequence and are designed not to increase the amount of time it takes to receive money from the ATM. EDS also plans to jazz up the ATM's capabilities with coupons for in-store and out-of-store specials, information about events in the area, horoscopes and direct marketing aimed at specific card-holders. ``We feel this will revolutionize the business model for owning an ATM,'' Detlinger said, noting that EDS had been evaluating the idea for some time but had waited to roll it out until it was able to improve the quality of the video. Michele Pyzer, managing partner of digital production specialist Mars Online, said EDS' move makes sense. ``It offers advertisers a new medium for ready eyeballs,'' she said. ``With the data from the credit card or bank card, you can do really successful narrow-casting.'' Pyzer also believes the idea of making the ATM an advertising-marketing center can become entrenched en·trench also in·trench v. en·trenched, en·trench·ing, en·trench·es v.tr. 1. To provide with a trench, especially for the purpose of fortifying or defending. 2. once the novelty wears off if the ads are entertaining. ``It will depend on how well they come up with new bells and whistles A slang English term for exceptional features in some product. In the computer field, it typically refers to functions in software that may be greatly appreciated by some users, even though they may not be necessary most of the time. ,'' she said. CAPTION(S): Photo Photo: (Color) Electronic Data Systems, of Plano, Texas, has been running full-motion advertisements at ATMs in San Diego 7-Elevens. Associated Press |
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